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

Boodles screens flatlay

A complex product range

One-off products. The majority of Boodles products are one-off pieces in the tens of thousands price range. Boodle were keen to showcase these exquisite pieces online, alongside a subset of products that could be purchased directly from the website.

As is common in the jewellery industry, the prices of individual made-to-order pieces varies depending on the cost of the diamonds and other precious stones used in their production. While these products could be sold through the website, Boodles required that these be listed with a ‘from price’. Incorporating these into the standard Magento categories and filters requires some ingenuity.

Boodles homepage screen

Online and offline goals

The typical purchase for Boodles customers, and other high-end retailers, often involves an in-person viewing of the products. The importance of marrying the online and offline components of a potential customer’s journey led to some specific design decisions. For example, the Book a Viewing call-to-action button has equal weighting as the Add to Bag button on product pages. Encouraging footfall to Boodle’s stunning bricks and mortar stores is an equally important goal as online conversion.

Boodles PDP screen
Boodles Exceptional Jewellery screen
Boodles mobile screens

Satisfying vendor requirements

Boodles has a long-established relationship with the exclusive Patek Philippe brand. This extends to significant portions of their shops and website being given over to selling those fine time pieces. As with many vendors in the luxury market, there were specific branding and technical requirements that had to be accommodated with the implementation of the Patek Philippe section of the new Boodles website.

Boodles Patek Phillippe

Best tools for the job

The new Boodles site uses LogicSpot’s bespoke Magento 2 and WordPress integration to offer the best parts of both platform. Product data and merchandising is managed through Magento’s robust ecommerce toolset. While the WordPress’s industry leading content management features are used to provide stunning and media rich web pages. In fact, most pages on the Boodles site have both systems seamlessly interwoven.

Boodles Magento Wordpress

Product data migration

We enjoyed using Magento 2’s migration tools to move Boodles product catalogue and order history across to the new site. Working with Boodles, we also took this as an opportunity to review and edit all the products. This included removing extraneous attributes and optimising product data to best suit the new site functionality.

Story Telling

The unique history and story behind the Boodles brand has shaped the company since its launch. During the discovery phase of the project, we decided that we should proud detail the heritage, the responsible sourcing practices and highlighting many of the Boodles sponsored events throughout the year. Therefore, particular attention was paid to designing pages that conveyed this treasure trove of information in a way that was easy to understand by site visitors.

Boodles Our Heritage screen

Tooling for future optimisation

Our ongoing relationship continues beyond the initial project delivery.  We are working to identify strategic development opportunities afforded by the new Magento 2 site.  The site’s goals extend beyond the traditional ecommerce focus on conversion optimisation.  With have implemented tools that allow A/B testing and optimisation of many aspects of the site.

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