Just watched ‘The Million Pound Necklace: Inside Boodles’, a documentary showcasing the company’s process in craftsmanship and eye for detail for their most expensive, yet, high-fashion emerald necklace… And WOW the diamonds, emeralds and sapphires are unbelievable.
Seems that customer service is of top priority for their company, such as serving champagne and one on one attention whilst in their Boodles boutiques. From customer’s experience, they feel like they’re not being pressured to buy and like they are part of a “club”, a friendly charming service. The jewellery is indeed pricey, thus it is important to focus their marketing towards extra-special customers, such as celebrities like Classical Singer, Katherine Jenkins (seen left) and millionaires, to keep them in business. Marketing strategies include advertising only in a few luxury jewellery magazines, “word of mouth”, and hosting special events such as the latest, Boodle Boxing Ball, in Monaco seen in the documentary.
Katherine Jenkins looking stunning wearing Boodles Vintage Lace pieces.
Whilst all looking real good in this industry, there is a lot of risk and investment involved. The amount of effort in finding the right customers and attention to every last detail is paramount. After 2 months of making, the final emerald necklace was revealed, called “Green Fire”. The whole suite costs £2,500,000, whilst the statement necklace costs 1 million pounds, which they are still, yet, to seek a buyer.
“Green Fire” emerald necklace worth 1 million pounds — Will you be the next buyer?
Have a watch of this video ‘The Making of a Masterpiece’ which allows the viewers inside Boodles creative process of making the intricate Vintage Lace necklace.