Boodles gleams despite gloom on the high street The company, which is more than 200 years old, said that four out of 10 of its customers in London were now from overseas, up from just 5pc five years ago. This has allowed the retailer to shake off the dismal conditions on the UK high street and increase sales by 15pc. He warned, however, that since the end of its year-end in February conditions had been tough. It think it will be challenging for the jewellery market this year, but there is business out there, you just have to try hard to win it. Mulberry, Burberry and Selfridges have all put their much of their success in the UK down to tourists, especially those from China, buying their products. Mr Wainwright said most of Boodles' overseas customers were American, with many staying at the Savoy. The holding company is Boodle and Dunthorne, which started life in Liverpool in 1798. Since 1910, when it merged with another Liverpool jewellery business, Wainwrights, it has been run by the Wainwright family. Nicholas's brother, Michael, is joint managing director, his nephew Jody Wainwright is Boodles' diamond expert and another nephew, James Amos, is a director.