Boodles’ unveils latest collection Fifth Avenue to celebrate 25 years with the ASHOKA® diamond.

Boodles is delighted to unveil its latest collection, Fifth Avenue, created to celebrate the brand’s 25 year relationship with the iconic ASHOKA® diamond.

Inspired by the birthplace of the ASHOKA® diamond, Fifth Avenue 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.

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.

Read more about the collection here.