Magento 2 re-platform & redesign

Boodles is a British fine jewellery family company founded over 200 years ago. Still run as a family company, brothers Nicholas and Michael Wainwright and cousins Jody and James Amos are now at the helm and continuing to expand the business, whilst maintaining the beautiful quality of their products now synonymous with the Boodles name.

Having worked with Boodles for the last couple of years, tweaking and improving their website, it was time to take some bigger steps together.


Increase in average order value


Increase in revenue from small screen visitors


Increase in average order value on mobile

Upgrading Magento 1, to Magento 2

Due to the Magento 1 end of life and a need for Boodles to not only revolutionise the design of their site but also move their older platform into one where the CMS can be edited with much more ease, it made total sense for Boodles to re-platform to Magento 2 (read more about the Magento 1 end of life here). We upgraded them from Magento Community version, to Magento 2 Open Source (formerly Community. Re-platforming has dramatically improved the site speed and page loading times, which Boodles expressed a desire to boost.


In combination with Boodles’ digital ambitions growing, the existing website was started to show its age a little and was in need of a refresh. Their brand has evolved and their latest state-of-the-art retail outlet on Sloane Street is testament to that slight shift compared to their existing website. They also wanted to be able to tell the Boodles story in a more engaging and emotive manner – not only improving content for site visitors but also for search engines.

The new design extended to all emails – both transactional and newsletters. I don’t know who was more exacting around the design; the brand ambassadors of Boodles or our in-house designer! Either way, both the client and ourselves spent a lot of time pixel-pushing many pages – way beyond the normal stack you’d deliver for a Magento site.

WordPress Visual Composer

To have a high level of control of their own site going forward, Boodles wanted to be able to edit as much as possible themselves from the CMS. They also wanted the site admin to be more workable and reliable overall – which is certainly one of the improved features of Magento 2. However, the CMS provided with Magento 2, albeit a lot better than Magento 1, didn’t go far enough for our client’s needs. We therefore implemented our seamless LogicSpot Magento + WordPress + Visual Composer combo, to allow drag and drop editing and fine control of CMS with ease – by the client – without needing to reach out to ourselves at any time. The solution is performant, utilising Magento’s native caching technologies, and is security “hardened” by our in-house team.

Boodles Pas de Deux Cover

“I’ve been really impressed with LogicSpot. Their Magento developers are second to none, quickly identifying where problems lie and how to improve the site. They are true experts in their field and provide fantastic support.”


–  Bea Morrison, Boodles, Head of Ecommerce