Even for the most elite tennis players in the world, the days leading up to a Grand Slam can be filled with nerves and stress. This is especially true for Wimbledon, the most prestigious Grand Slam tournament. These days can become a blur of searching for hitting partners and securing practice court time. Some players even make a last-ditch effort to win tour-level matches in competitions like Eastbourne or Majorca.
However, a select group of professionals, including several clients of the experienced agent Patricio Apey, find solace in an event unlike anything else on the tennis calendar. This event is called the Boodles, a classic English garden party held on an estate outside London. It exudes a Gatsby-like ambiance and makes the All England Club, the supposedly pinnacle of tennis elegance at Wimbledon, feel like a gathering of the masses at a local park.
Lorenzo Musetti, a rising star from Italy, expressed his shock when he arrived at the 300-acre property. Owned by Reliance Industries, a company run by the Ambani family of India, the estate was purchased for approximately $70 million in 2021. Musetti remarked, “Not every day you see a property like this.”
The Boodles is not just a tennis event; it’s a high-end jewelry show disguised as a tennis event. Held at Stoke Park, a sprawling former country club, it is considered the best event of the year by Michael Wainwright, the managing director of Boodles, a jewelry company that has been owned by his family since 1880.
Interestingly, when Apey founded the Boodles two decades ago, his intention wasn’t to create a tennis event reminiscent of a polo match. He simply recognized that winning Wimbledon brought significantly more financial rewards compared to other major tournaments. For players who excelled on clay courts but struggled on grass, the transition between the French Open and Wimbledon was difficult. They often lost early in the few grass court tournaments available during the brief grass court season.
Apey realized that these players needed more matches to acclimate to grass courts. Therefore, he decided to create a grass court exhibition event near London before Wimbledon. Stoke Park, with its luxurious amenities, including a mansion with two dozen bedrooms, a golf course, and pristine grass tennis courts, offered the perfect location.
Apey approached Wainwright and his brother Nicholas with the idea, and they were immediately interested. By hosting the event, the brothers had the opportunity to showcase their jewelry to hundreds of top customers and thousands of tennis enthusiasts who attend the Boodles. It was a win-win situation: attendees would enjoy a summer afternoon of tennis, Champagne, Pimm’s, catered lunches, afternoon tea, and the chance to explore a tented pavilion filled with exquisite jewelry—all set in a small stadium surrounded by impeccably manicured gardens and towering trees.
Boodles also sponsors another upscale sports event, the Cheltenham Gold Cup, but Wainwright acknowledged that tennis is more popular among women and offers a better “dwell time” for customers. With multiple changeovers and breaks between sets and matches, the 10,000 patrons who attend the five-day Boodles tennis event have ample opportunity to peruse and potentially purchase high-end jewelry, such as a $2.9 million diamond ring or an $80,000 necklace. Patek Philippe watches are also on display.
As an additional highlight, Boodles hosts an evening gala on the grounds of Stoke Park exclusively for their top customers. The event features flowing wine and champagne, late-night jewelry sales, and lasts until the early hours of the morning.
For players, participating in the Boodles offers more than just an appearance fee—it provides a chance to relax and unwind. Sebastian Korda and his coach, Radek Stepanek, took advantage of the amenities by playing a round of golf with Wainwright during the event.
Stoke Park also offers an expansive gym for players who prioritize weightlifting, which has become increasingly popular among professionals on the tour. Most importantly, the Boodles grants players valuable practice time on the grass courts before the chaos of Wimbledon ensues.
According to Borna Coric, a Croatian player who struggled in two grass court tournaments this year, arriving at Stoke Park relieved his harried and worried state. As he climbed into his luxurious room, he experienced the best night of sleep he had in weeks.
In conclusion, the Boodles is not only a lavish tennis event but also a unique opportunity for players and attendees alike. It combines the elegance of tennis with the luxury of high-end jewelry, creating an unforgettable experience set against the backdrop of Stoke Park’s picturesque surroundings.
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