Boodles Design Specification Debuts On Bentayga EWB

When Boodles and Bentley collaborated on a one-off Continental GTC in 2024, the car sold on the evening it launched, marking the beginning of something more lasting. Working with Bentley Mulliner, the jeweller has now introduced a Boodles design specification that can be applied across Bentley models, first seen on a Bentayga EWB.

Naturally, the partnership began with a meeting at the Boodles Cheltenham Gold Cup and highlights a shared history between two British houses with strong links to the north-west. Afterall, Boodles was founded in Liverpool in 1798 and remains family owned six generations later, while Bentley was established in 1919 and continues to build its cars in Crewe. Both place craftsmanship at the very centre of what they produce, whether it’s setting diamonds by hand or finishing interiors through Bentley Mulliner’s coachbuilding division.

Across the new specification, details from Boodles’ design language appear throughout the cabin, including quilting based on the ‘Be Boodles’ motif, 24-carat gold-plated organ stops, and colour references drawn directly from the tones of the jeweller’s showroom interiors and jewellery boxes. We spoke to Honour Wainwright of Boodles and a sixth-generation member of the founding family, about how the collaboration developed from a single car into a specification clients can now make their own.

Inside The Boodles & Bentley Collaboration

How did the original collaboration with Bentley first come about, and what made the partnership feel so instinctively right from the get go?

Initially, it was a chance meeting between a member of the Boodles team and Bentley at the Boodles Cheltenham Gold Cup. From that moment, we recognised a shared passion for precision, craftsmanship and exceptional design – values that have guided both Boodles and Bentley as our partnership has developed over the last few years. Both brands were born close to Liverpool, and in many ways, creating a car is similar to creating a piece of jewellery: every detail requires patience, care and expert craftsmanship. As proud British houses, we were thrilled to bring our design language to Bentley in a way that reflects the skill and attention that define both brands.

The one-off Continental GTC generated enormous excitement when it launched in 2024, did that immediate response influence how you approached this latest collaboration?

The response to our initial collaboration in 2024 was incredibly rewarding, and in many ways, it made the decision to continue working with Bentley feel like a natural progression. There is a genuine alignment between Boodles and Bentley, which resonated not only with our clients but also with Bentley’s audience. The interest and appetite from their clients, in particular, reinforced that this was more than a one-off collaboration and gave us a compelling reason to develop the partnership further. It ultimately felt like a very organic evolution of something that had already been so well received.

How did you begin translating Boodles’ design language from a one-off Continental GTC into a spec that can now be found across the Bentley range?

We were delighted with how our Boodles ‘Classic’ livery translated across Bentley’s models. Working closely with Georgia Gough at Mulliner and our director of design, Rebecca Hawkins, we were able to bring the same attention to detail and intricacy that defines our jewellery into the scale of a car interior. It’s a real honour to see our design language interpreted in this way across Bentley’s global network.

Were there particular elements of the Boodles aesthetic that proved especially satisfying to reinterpret at the scale of a Bentley interior?

It’s hard to single out one element, because every detail was carefully considered – much like how we craft a piece of jewellery. From the 24-carat gold-plated organ stops to the inclusion of our ‘Be Boodles’ diamond motif, each feature reflects the same precision, care and artistry that goes into our collections. However, what stood out most to me, was the bespoke stitch pattern developed by Bentley Mulliner, which involved around 300,000 individual stitches – a remarkable testament to precision and craftsmanship.

Both houses speak to craftsmanship, what does that look like in practice when working together on a project like this?

Both Bentley and Boodles are committed to achieving the highest standard in everything we create. Whether sourcing exceptional fabrics, finishes, or components, or combining traditional techniques with modern technology, every decision is guided by a pursuit of excellence. Nothing is compromised.

There is a deep mutual respect for heritage craftsmanship, alongside an openness to innovation where it enhances the final result. Throughout the development of the car, we worked closely with Bentley’s craftspeople, many of whom have honed their skills over decades. There was a genuine appreciation on both sides for the expertise each brought to the process.

The Bentayga EWB introduces a softer, more nuanced palette than one might usually expect in a luxury vehicle. How did those decisions evolve?

The colour palette was carefully chosen to create a direct connection to Boodles, drawing upon the tones and textures found in our showrooms and jewellery. Every element – from finishes to trims and patterns – has a clear reference point. The anthracite exterior mirrors the distinctive tone of our jewellery boxes, offering an immediate sense of familiarity. Inside, the car features linen and stone hues that reflect the calm, understated elegance of our retail spaces, while subtle touches of pink, synonymous with Boodles, bring a sense of identity and warmth. From the outset, the intention was to create something neutral, timeless and elegant – something that would evolve and age beautifully, much like our jewellery.

The ‘Be Boodles’ motif appears throughout the car in subtle ways. Tell us what that phrase represents. 

Seeing what we had envisioned as an iconic jewellery collection translated into such an exquisite, quilted pattern was a genuine highlight. The ‘Be Boodles’ motif, subtly woven throughout the car, acts as a discreet signature and a refined expression of the exceptional craftsmanship shared by both houses. To see our diamonds within a Bentley is truly remarkable, particularly given the natural synergies between the brands.

Did the response to the original Continental GTC guide the decision to develop a specification that customers can now use to make their own?

The demand and feedback on the original car exceeded all of our expectations. We were delighted to hear such positive responses from car enthusiasts, the press, friends, and even clients less passionate about cars. It gave us great confidence that we had created something truly special. Bentley Mulliner has been a fantastic partner, sharing our passion for design. Their feedback has been equally positive, giving us the confidence to extend this special collaboration across their fleet.

There is a strong sense of shared northern heritage between Boodles and Bentley. Did that connection shape the spirit of the project?

Both Boodles and Bentley are proud supporters of British craftsmanship at the very highest level. Being headquartered in the north-west added an extra layer of connection and authenticity, making the partnership feel even more natural. It also fostered an easy, collaborative working relationship that has been evident throughout.