June 29 – July 12, 2026 · All England Club, London · Est. 1877 · The oldest tennis tournament on earth
There are a handful of things that, for me, are summer — and the hush of Centre Court is one of them. Wimbledon came back to London this summer, as it has every year since 1877 — which by now makes it less an event and more a national institution with very firm opinions on dress codes and queueing. And still the grass works its magic on me: the quiet before a serve, the crack of a clean winner, strawberries eaten by the tonne under an English sky doing its unpredictable best.
But here’s what the uninitiated never quite grasp — and it’s the reason I love it so much. Wimbledon was never really about the tennis alone. It’s a fortnight-long demonstration of the one idea I’ve built everything on: that living beautifully and thinking seriously about money aren’t opposites. They’re partners. The All England Club has spent nearly 150 years quietly proving me right.
What actually happened
- The Championships returned to the lawns of SW19 for a fortnight of the most elegant sport in the world.
- The traditions held firm — the all-white dress code, the green and purple, the strawberries and cream, the gloriously stubborn refusal to modernise for its own sake.
- Millions watched worldwide, and the champions’ prize money ran into the millions of pounds.
The real story: the business of restraint
- While rival tournaments plaster every surface with advertising, Wimbledon keeps its courts pristine — and that restraint is exactly what makes the brand priceless.
- Sponsors pay handsomely just to be associated with elegance; broadcasters fight over the rights; the prestige compounds year after year.
- Tonnes of strawberries, gallons of cream — none of it cheap, and nobody minds, because the experience is the whole point.
What I take from it
Here’s the bit that stays with me. Wimbledon could have sold out for a quick buck decades ago. Instead, it played the long game — and became invaluable. To me, that’s the purest lesson in patience there is.
And notice what “living well” actually means here. It isn’t reckless spending. It’s deliberate spending — on the moments that genuinely bring joy. A strawberry at Wimbledon was never really a strawberry. It’s a memory you’re choosing to buy. (You’ve heard me say it before: collect afternoons, not objects.)
The view from the baseline
Discipline where it counts, so you can be generous where it matters — that’s the whole game, on and off the court.
It’s serene, sun-dappled, and quietly very well-off down there. A century and a half of choosing quality and patience over the quick and the gaudy, and being rewarded with something money can’t buy in a hurry. Not a bad philosophy for a tennis club. An even better one, I’d say, for a life — yours included.
The Jacqueline Brand — knowledge builds confidence, confidence builds wealth. This is editorial commentary for inspiration, not financial or professional advice. Always do your own research. The Collection
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