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Essential JEWELLERY

Boodle & Dunthorne 的 主 要 商 业 策 略 是 销 售其他知名品牌的珠宝,但也被委托设计出 席特殊场合的珠宝,主要是为皇室成员或重 要的体育赛事服务。 1987 年,品牌在伦敦的第一间店铺开业, 位于哈罗德百货对面,也就此展开其国际化 历程。决定性的时刻在五年后到来,公司彻

50 | FEBRUARY - MARCH 2018 | ESSENTIAL MACAU

底 调 整 其 业 务 。 在 尼 古 拉 斯 ·温 赖 特 和 迈 克 尔 ·温 赖 特 的 领 导 下 , 全 新 的 Boodle & Dunthorne 诞生了。他们作出的一些重要决定 和举措有助于(重)建品牌,包括:在伦敦增 设店铺,与设计团队携手创作自家产品系列, 翻新捷克建筑师埃娃·伊日奇娜(Eva Jiricna) 设计的店铺,并把品牌名字简化成 Boodles 博 德尔斯。“过去我们从不销售自己的产品,只 混售一大堆他人品牌的产品。我们的广 告 非 常 老 土 。店 面 也 早 就 过 时 了 , 橱窗里塞满了各种东西,包括 洗碗池。公司根本不赚钱,

company moved to the appealing corner of Lord Street and North John Street in Liverpool, where its headquarters still remain. As selling jewellery pieces of other prominent brands was its main business strategy, Boodle & Dunthorne was often commissioned to design creations for special occasions, mainly linked to royalty and iconic sporting events. In 1987, it opened its first store in London, across the road from Harrods, thus marking the beginning of its journey to international recognition. But the decisive moment came five years later, with the complete turnaround of the company’s focus. Under the command of Nicholas and Michael Wainwright, a new Boodle & Dunthorne was born. Some important decisions are responsible for contributing to the (re)construction of the brand: the opening of more stores in London, the contracting of a design team to create their own collections, the renovation of the boutiques by Czech architect Eva Jiricna, and the change of name to simply, Boodles. “We didn’t sell our own products; we sold a mishmash of other people’s stuff. Our advertising was provincial. Our

ESSENTIAL MACAU. FEBRUARY / MARCH 2018  

Launched in 2011, Essential Macau is a bimonthly printed luxury lifestyle magazine targeted at the most affluent visitors to Macau. Contents...

ESSENTIAL MACAU. FEBRUARY / MARCH 2018  

Launched in 2011, Essential Macau is a bimonthly printed luxury lifestyle magazine targeted at the most affluent visitors to Macau. Contents...

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