By  on January 3, 2005

LONDON — A quiet revolution is taking place at Boodles, the luxury British jeweler, including plans to set up shop in the U.S. for the first time in the company’s 207-year history.

Founded in 1798 and run for six generations by the Wainwright family, Boodles —  formerly known as Boodle & Dunthorne — is famous for its diamonds and candy-colored semiprecious stones, its quirky approach to marketing and its popularity among the sports and celebrity set.

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