Secret Garden x Boodles

The Secret Garden X Boodles

Partnership Overview

Eleven brokered and delivered a multi-layer partnership between Boodles and the cinematic adaptation of Francis Hodgson Burnett’s timeless novel The Secret Garden, creating a campaign that lived across film, fine jewellery, charity, retail theatre, experiential and editorial. Rather than a single promotional moment, the partnership was designed as a fully realised brand world rooted in storytelling, craftsmanship and cultural credibility.

Strategic Approach

With the film’s release disrupted by the pandemic, the strategy focused on longevity, cultural relevance and depth — allowing the collaboration to create a lasting brand world rather than a single campaign moment. The objective was to translate the emotional DNA of The Secret Garden — transformation, nature, childhood and hope — into Boodles’ own design language and physical environments.

Product Creation

Boodles developed a dedicated Secret Garden fine jewellery collection, inspired by the film’s themes of renewal, nature and transformation. The collection featured multiple design suites reflecting specific visual and narrative elements of the film, including the Laburnum arch sequence, ensuring the collection felt authentically connected to the story world.

The collection was positioned as storytelling-led, with editorial emphasis on craftsmanship, design heritage and film-inspired detail.

Purpose & Value

Alongside the fine jewellery collection, a charity bracelet possessing a keyhole-shaped disc inspired by the castle motif was created. All proceeds from its sale were donated to the NSPCC (National Society for the Prevention of Cruelty to Children). This element aligned naturally with the film’s focus on children, care and protection.

Press & Editorial

The collection was unveiled at an intimate press lunch hosted in Boodles’ private apartment above the Bond Street flagship, attended by leading UK and international jewellery journalists. With the film’s producer and senior Boodles leadership present, the collaboration was framed around storytelling, craft and creative intent.

Editorial coverage focused on the creative process behind the collection, with references to the film’s set and costume design allowing imagery from film, jewellery and retail to sit together seamlessly.

Transforming Bond Street

Boodles’ Bond Street flagship became a central storytelling platform, transformed into an immersive Secret Garden environment. A dramatic laburnum inspired storefront and interior takeover stopped footfall and created a moment of genuine retail theatre, physically connecting the jewellery designs to the film’s visual world.

Chelsea Flower Show

The partnership extended into one of the UK’s most prestigious cultural platforms with The Boodles Secret Garden at RHS Chelsea Flower Show. Designed by Tom Hoblyn, the garden drew directly on the same visual and thematic cues as the film and jewellery collection, creating a cohesive narrative across disciplines.

The garden was awarded a Silver Gilt medal and later rehomed, reinforcing the project’s sustainability and long-term legacy.

Virgin Radio Competition

Virgin Radio supported the campaign as a paid amplification layer, complementing earned editorial and owned brand channels and extending reach beyond luxury and specialist audiences.