Milestone campaigns from Boodles and TUMI, marking 25 and 50 years.

Congratulations to not one but two of our luxury brands, Boodles and TUMI, who are celebrating very special anniversaries: TUMI turns 50, and it is now 25 years since the release of Boodles’ iconic Raindance design. To mark these, each has launched a campaign that reminds us just how unique they are. From incredible craftsmanship to striking designs, theirs are stories of fashion accessories that continue to break the mould. Here’s to many more quarter- and half-centuries.

This year, TUMI releases Made For You Since 1975, a campaign that marks 50 years of the iconic international travel and lifestyle brand. Shot by Christopher Anderson with direction by Nim Kyong Ran, the activation is a love letter to TUMI’s clients, exploring — not the items themselves — but the relationship these products form with the people who carry them. Creative Director Victor Sanz explains how “this milestone celebrates the future while embracing what our customers have loved most about the brand for over 50 years: longevity, effortlessness, functionality and timeless beauty. We will continue to evolve and innovate, shaping the future of travel and lifestyle design.” 

2025 is also a special year for homegrown jewellers Boodles, as it’s a quarter of a century since the brand released one of its best-loved designs: Raindance. Since then, the Raindance ring has gone on to become a recognised part of British design history — now a part of the Victoria and Albert Museum’s permanent jewellery exhibition “Best of British Design.” Fittingly, it’s here that the launch of Raindance 25 will take place. This is not just a commemoration of a design, but a statement of the brand’s unique, inimitable British identity.

It explains how “Raindance 25 is an anniversary collection that adds a new twist to the classic designs: exceptional pieces featuring rare and beautiful Argyle pink diamonds, set among the signature white diamonds that define the original Raindance design. Raindance has always been about capturing a moment — the playful scattering of raindrops on a quiet, rainy day. A quintessentially British scene, much like Boodles itself: fun, unique and unmistakably British.”