Stories

When Boodles President, Nicholas Wainwright, invited William Goldberg CEO, Saul Goldberg, to Africa in search of diamonds — Saul, of course, said yes.

“Saul knows the diamond industry probably better than anyone in the world,” said Wainwright.

Boodles is William Goldberg’s esteemed ASHOKA_® diamond partner in the U.K., and this year, the Wainwrights and Goldbergs are celebrating 25 years of friendship and partnership.

To honor this milestone, the two set off to Africa in search of raw, rough diamonds.

On Board the Blue Train

Together, Nicholas and Saul boarded the iconic Blue Train, which has operated since 1946. It travels between Pretoria and Cape Town, overlooking some of the most diverse and spectacular scenery in Africa.

For Saul, this journey is special. After all, South Africa is where his father, William Goldberg, purchased the legendary Premier Rose diamond in 1978. The Premier Rose began as a 353.9-carat rough diamond that was cut and polished into three remarkable gems: the Premier Rose, the Little Rose, and the Baby Rose.

“I’m still fascinated by our industry no matter how long I’m in it,” said Saul. Like his father, Saul shares the same talent and love for buying diamonds.

Together, Saul and Nicholas explored Africa in search of inspiration for great designs — and rough diamonds. The Blue Train made stops in Kimberley, famously known for its mines, as well as Matjiesfontein, and Hoedspruit.

They visited several mines to shop for big, rough diamonds, hoping to stumble upon the perfect blue rough for blue diamonds, which is what they were really seeking.

A Toast to ASHOKA_®

Not only were the two men traveling in search of rough diamonds, they were pausing to celebrate the success of the ASHOKA_®. It was first introduced and patented by William Goldberg in 1999.

Since that time, Boodles has remained William Goldberg’s esteemed ASHOKA_® partner in the U.K., helping share this exclusive diamond cut with the world.

Part of what makes the ASHOKA_® so special is it looks 20 to 30% larger than its equivalent emerald cut. It’s brilliant, and it’s different, which is why people love it.

What an extraordinary trip to commemorate the diamond that started it all.

Long live ASHOKA_®, Boodles, and William Goldberg!

Watch the video now.