About Boodlah

Londoner Jane Hines was scouring a stall filled with antique tapestries in the souks of Marrakesh when she came upon the idea for Boodlah. After years spent designing rooms with a sense of tradition and place in Europe, the United States and beyond, her design vocabulary was extensive and she had relished opportunities to forge relationships with local artisans and craftsmen. She had long loved needlepoint, and knew that’s its ancient roots as a form of art was due for a renaissance.

Growing up in Richmond, Virginia as the youngest of four siblings who affectionately nicknamed her Janie Boodlah, Hines was always up for adventure. “Years of combing antique shops, fairs, markets, stalls and dingy basements, pouring over fabrics and wall coverings, and refining my eye for reimagined classic design gave rise to a new idea – historically informed needlepoint accessories, inspired by my love of pattern, color and travel.”

Her husband Whitfield, who shares her appreciation of design, and their four children helped encourage her to make it happen. Excited by the opportunity to marry the centuries-old art of needlepoint with modern applications, reimagined color combinations, and sophisticated designs, Hines began to sketch, and stitch, and seek out partners.

Today, Hines designs Boodlah pieces in London, and artisans from across the globe help her to turn them into covetable, collectable accessories.

Using hand dyed French wools and silks, and highly skilled artisans in India who employ their ancient tradition of exquisite embroidery, the historically inspired patterns come to life. Leather ateliers in Europe incorporate the hand stitched panels, along with luxurious natural leathers from Moore & Giles, into accessories that will stand the test of time.

Inspired by the canon of classic design and the relationship between art, architecture, interiors and craftsmanship, each piece tells a unique story.