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Radiating flair

Zhuan Lee
Zhuan Lee • 3 min read
Radiating flair
Graff’s newest collection unveils an array of timeless and dazzling pieces inspired by its founder, and designed for men and women
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Graff’s newest collection unveils an array of timeless and dazzling pieces designed for men and women

Graff, celebrated for its exceptional diamonds, is one of the world’s top jewellers. Starting from the modest origins of its founder and chairman, Laurence Graff — who began as a jeweller’s apprentice and became one of the most esteemed experts in contemporary diamond jewellery — the House of Graff has embarked on a remarkable journey.

Since establishing his eponymous brand in 1960, Graff has handled some of the world’s rarest and most esteemed gemstones, including the Lesotho Promise, the Lesedi La Rona, the Wittelsbach-Graff, the Begum Blue, the Graff Pink and the Graff Ruby.

The British jeweller is now among the few brands engaged in every aspect of crafting diamond jewellery, from start to finish, ensuring vertical integration and meticulous attention to detail. As both a major sight holder (a diamond company that De Beers Diamond Consortium authorises to purchase rough diamonds directly from its mines) and a stakeholder in diamond mining and manufacturing, it cuts and polishes its diamonds in-house, designs, crafts and retails its creations in more than 60 Graff salons across the globe.

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François Graff, the son of Laurence Graff, is the company’s current CEO, preserving its legacy as one of the rare high jewellery houses still owned and operated by the family. While it is often said that “at Graff, no diamond is too big nor too sparkling,” a common misconception among consumers is that owning a Graff creation is highly exclusive. Graff is also cherished for its fine jewellery creations, including the Wild Flower, Butterfly, and Laurence Graff Signature collections. Let’s not overlook its sought-after engagement rings and wedding bands, which boast top-quality stones and exquisite craftsmanship.

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Sleek new designs

Graff’s latest Signature bangle is a sleek and stackable new design within the Laurence Graff Signature collection, created to highlight the wearer’s style. The bangles are crafted in white, rose, or yellow gold, featuring a sleek silhouette with faceted lines. They come either in precious metal or adorned with dazzling diamonds.

François Graff, CEO at Graff, says: “The Laurence Graff Signature collection is very significant because it embodies everything achieved by the House throughout our history, every important diamond that has passed through our hands. To this day, we honour every diamond, presiding over the journey of each precious stone.”

Inspired by Laurence Graff’s sixth sense in diamond cutting, the Laurence Graff Signature collection is the brand’s first gender-neutral collection, paying homage to the elder Graff’s legacy. Comprising pendants, hoop earrings and rings, the collection’s brand campaign features male and female models.

Anne-Eva Geffroy, Graff’s design director, adds: “Graff is well known for having an incredible diamond history and we honour and respect this heritage within our design DNA while continuing to look to the future. The Laurence Graff Signature collection celebrates a diamond’s bold, intricate facets with contemporary jewellery pieces designed and crafted to be loved, stacked and layered — reflecting the wearer’s signature style.”

The Laurence Graff Signature series is a versatile and contemporary collection, perfect for stacking and layering jewellery. It serves as an exquisite introduction to the mesmerising realm of Graff diamonds. 

 

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