Jeweller Boodles bows to online sales trend

Super-premium jewellery brand Boodles will sell its wares online from January, in a departure from its traditional service-led approach.

Boodles: to sell items online from January
Boodles: to sell items online from January

The brand, founded in 1798 in Liverpool, has a long association with the rich and famous.

Customers can currently browse the collection and add items to a "wish list". This will be upgraded to a full store in the New Year.

The move marks a departure for the jeweller, which has typically encouraged store visits for service-led sales.

Online customers will be able to buy products up to a value of £10,000.

Kate Middleton, Prince William's fiancée, is said to be a fan of the brand. She helped to organise the Boodles Boxing Ball in 2008, raising £100,000 for the Starlight charity.