Spencer twins lose ambassador roles at Chelsea Flower Show

Lady Amelia and Lady Eliza Spencer, the twin daughters of Earl Charles Spencer, have recently concluded their lucrative roles as brand ambassadors for the esteemed jeweller Boodles. This transition follows the expiration of their two-year contract, resulting in their noticeable absence from this year's Chelsea Flower Show.

James Amos, managing director of Boodles, confirmed the end of the Spencer twins' engagement, stating that while their official partnership has concluded, they remain "great friends of the brand." He expressed gratitude for their contributions during their tenure, emphasizing the amicable relationship established throughout their collaboration.

Stepping into the ambassadorial role at the 2025 Chelsea Flower Show is Lady Amelia Windsor, granddaughter of the Duke and Duchess of Kent. Her appearance at the Boodles Raindance Garden signals a seamless transition, continuing the jeweller’s tradition of aligning with young members of the British aristocracy who reflect the brand’s heritage and creativity.

The 2025 Chelsea Flower Show was marked by a notable royal presence, including King Charles III and Queen Camilla, alongside the Duke of Edinburgh, Princess Michael of Kent, and Princess Beatrice. This gathering reinforced the event's status as a key highlight in the social calendar for Britain’s prominent families.

During their time as ambassadors, Lady Amelia and Lady Eliza Spencer expressed a deep connection to Boodles' values. Lady Amelia lauded the jeweller as a “family business with heritage and creativity at heart.” Their departure signals a significant shift but ensures that Boodles retains its aristocratic ties through Lady Amelia Windsor’s new appointment.

This change illustrates the evolving dynamics of brand representation within the British aristocracy, where traditional values intersect with modern engagements. The Spencer twins’ exit from this prestigious role is a noteworthy moment in this ongoing narrative, underscoring both the exclusivity and the fluid nature of ambassadorial positions in contemporary society.