Inspired by the birthplace of the ASHOKA® diamond, the new Fifth Avenue Collection draws from New York’s famed architecture, incorporating an Art Deco style into modern, structural pieces. Each ASHOKA® diamond is cut and polished by Goldberg on the corner of William Goldberg Way and Fifth Avenue, making ‘Fifth Avenue’ a fitting name for this New York inspired collection. It has been 25 years since Boodles began working with the Goldberg family, the founders and creators of the ASHOKA® diamond. Born, bred, cut, and polished in New York, Boodles is proud to be the only European jeweller to use these cherished diamonds.
The Fifth Avenue collection takes a fresh approach to Boodles’ jewellery design, moving away from the brand’s traditionally organic, feminine style. Instead, these pieces exhibit a structured, architectural feel. Attention to detail is crucial to the collection. Just as buildings in a city reveal secret and hidden intricacies when seen from different angles, Fifth Avenue features delicate detailing at the back of each piece. For example, a subtle smattering of diamonds surrounds the back of the main diamond or gemstone that takes centre stage, while a latticework of enamel continues on the reverse of a pendant or ring. As with all Boodles pieces, perfection is key—even the unseen elements are designed to be beautiful.
Rebecca Hawkins, Boodles’ Director of Design, drew particular inspiration from Art Deco illustrations of New York’s famous buildings. Echoes of the Empire State Building and other architectural landmarks can be seen throughout the collection.
Although this collection presents a fresh design direction for Boodles, its core pieces retain key elements that are quintessentially ‘Boodles.’ The brand’s signature pink diamonds add a touch of femininity to these otherwise structured designs. And at the heart of the collection is, of course, the ASHOKA® diamond—an integral part of Boodles’ brand DNA.
The ASHOKA® diamond is coveted for its rarity and incomparable sparkle, featuring 62 facets—more than the 58 facets of a traditional emerald cut. This unique facet arrangement combines the vivacity of a round brilliant cut with the sleek elegance of an emerald cut, making the ASHOKA® diamond a true showstopper.
In addition to the core ASHOKA® and pink diamond pieces, the collection includes a selection of one-of-a-kind jewellery featuring carefully curated coloured diamonds and gemstones. Orange and yellow diamonds, blue and pink sapphires, and emeralds bring a vibrant splash of colour to the collection.