The Story of an Exceptional Jeweller
Boodles is a British family jeweller which over 6 generations and 200 years has grown from roots in Liverpool to a flagship store on Bond Street.
Yet for many people they were still regarded as a ‘county jeweller with pretentions’ rather than a true luxury brand.We used storytelling in various forms to address those misconceptions.
Firstly, we used narrative thinking to reposition Boodles as ‘Jewellers of Exception’, drawing on their long history to show they had the pedigree to stand tall amongst the best.
Secondly, with the assistance of performance artist Francesca Beard, we helped their salespeople become better storytellers. No object speaks to us more than a piece of jewellery. So rather than selling in prosaic terms (carat, clarity, colour, and cut), we encouraged them to use poetry – spinning yarns that turned already valuable pieces into objects of priceless sentiment. These memorable ’sticky stories’ also lent consistency to how pieces were sold.
Thirdly, we captured anecdotes of legendary service, and used them to encourage exceptional behaviours where ‘nothing was too much trouble’, in stark contrast to the haughtiness of too many luxury brands.
Boodles is now embarking on global expansion, embracing their past to ensure a sparkling future.