F EATURE BOODLES
be competent andwilling to ‘get on’. Therefore, every relation employed in the business is an undisputed expert in their own area, and each gives room for the others to excel in theirs. Now, at the age of 45, Nicholas’ son, Jody, is aworld- leading expert in diamonds. He is known and trusted across the globe to source stones for the most discerning clients. Knowing exactlywhat is on the market, and likelywhat is not, Jody is able to provide his clients with rare insight into the industry and guide and support in sourcing their perfect stone. His great passion is in finding truly remarkable diamonds and placing themwith their perfect partner. Michael’s nephew, and Jody’s cousin, James, meanwhile, has been part of the Boodles business for some twenty years. As theMarketing Director, next only toMichael, he is perhaps the best known of the family at Cheltenham, as he is responsible for all brand exposure, onsite, online and in print. James knows that regular gentle reminders and positive brand associations, such as sponsorship at The Festival™ enhance the Boodles overall brand recognition and place it front of mind for clients when they are ready tomake their next purchase.
Racecourse Committee, Michael nowattends The Festival™ in an official capacity, as well as an owner, sponsor, and passionate racegoer. The decision to sponsorThe Gold Cupwas just as straightforward for Nicholas as itwas forMichael, in spite of his less passionate affinity for horseracing. Both brothers are acutely aware and fiercely proud of the Britishness of both the Boodles brand and its loyal customer base. They recognise their business’ synergy with The Gold Cup and its audience, and know that at its heart, this partnership brings together two leviathans, from a small number of truly British brands. Michael recognises that having a close family business can be a bit like amarriage; it can be fantastic, but you have to bewilling towork at it. He is a firmbeliever that the key to successful multi-generational businesses is in keeping things tight. The Boodles shareholders are deliberately limited to participatingmembers of the family. Now in its sixth generation, the current shareholders bought out familymembers not actively involved, ensuring that the future remained safely in the hands of thosewho live andworkwithin it, every day. Equally, Michael insists that those familymembers who choose to be part of the Boodles business must
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THE F E S T I VAL TM PREV I EW MAGAZ I NE
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