Boodles’ new home at 23 Old Bond Street is filled with soft pinks, sparkling jewels and bespoke British art and craft.

LONDON — The family-run British jeweler Boodles has been around since 1798, and it’s thinking bigger than ever with a new town house flagship on Old Bond Street and openings planned in the Middle East and the U.S. next year and beyond.

The society and celebrity jeweler, pink diamond expert and maker of the Grand National trophy has moved into Stella McCartney’s former flagship at 23 Old Bond Street, across from Tiffany & Co. and the soon-to-open Van Cleef & Arpels store.

The move was a big step up for Boodles, which swapped a smaller store on New Bond Street for the new seven-floor space which spans 13,170 square feet. It has an internal garden that will be refreshed every season, space on the top floor for a jewelry workshop and a photography studio, and ample room to entertain those precious EICs, or extremely important customers.

James Amos, co-managing director alongside his cousin Jody Wainwright, said the move to Old Bond was a once-in-a-lifetime opportunity, and the family was eager “to make the most of this incredible building.”

In an interview, Amos said the team did their due diligence before deciding on the town house interiors. They toured the famous jewelers of Place Vendôme, and set out to create a space that fused culture with storytelling.

“I suppose we’re not the first people in the world to talk about it, but authentic storytelling has become absolutely critical to our high jewelry collections, and our regular collections as well,” said Amos.

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