The Graff Jewelry House is known for the high quality of its jewelry and every precious stone used in it, especially diamonds.
The future famous jeweler Lawrence Graff began to learn the art of cutting stones and creating jewelry while working part-time in a jewelry workshop in London. In 1960, he founded his own company, Graff Diamonds Limited, which immediately began to advance in the market by leaps and bounds.
Graff’s bold marketing strategy contributed to his success. Instead of competing for customers in the overcrowded British jewelry market, he took his diamonds and diamond jewelry jewelry to Singapore. Here, among a less satiated public, his product was immediately popular. The Prince of Brunei became interested in his diamonds and soon he became his regular customer. Gradually, representatives of the wealthy oriental nobility started to come to London to buy the goods by Graff Diamonds. Among them, a Saudi Arabian prince and the First Lady of the Philippines.
In 1966, Lawrence Graff, already a world-renowned company, was awarded the Diamond International Award for Best Design. In 1973, Graff Diamonds won the Royal Prize for Industry in Great Britain, and again in 1977, 1994 and 2006.
In 2008, the company launches a Swiss watch inlaid with Graff jewels.
Only the best gemstones
The main accent of any Graff jewelry is gemstones. Being not only a talented jeweler, Lawrence Graff is an expert in minerals; he always chooses the rarest and the highest quality diamonds for his collections. The company receives stones from South Africa, where he is a major shareholder in the diamond-mining corporation.
In addition, Graff has created an entire network that allows him to trace all over the world and acquire unique pieces. Each mineral is carefully studied, designed, and the best method of cutting is chosen before it is cut. Graff marks all its stones with an individual number that can only be read with multiple magnifications. This unique brand is a guarantee of quality and a protection against fakes.
Laurence Graff personally oversees all the stages of jewelry creation from finding a stone to setting it into a setting with a laconic style and shape designed to bring out the fire and beauty of diamonds.
The most precious and rare minerals became real masterpieces thanks to the Graff cut. The most significant of them are:
- The flawless, world-famous Lesedi La Rona, weighing 302.37 carats, was cut from a 1,109-carat diamond;
- A unique pair of twin diamonds, The Eternal Twins, of D color and impeccable clarity. Each stone weighs 50.23 carats;
- The Graff Venus, the world’s largest heart-shaped diamond, weighing 118.78 carats;
- The flawless pear-shaped The Graff Vendôme, weighing 105.07 carats;
- The incomparable Golden Empress or The Golden Empress weighing 132.55 carats, one of the world’s largest yellow diamonds;
The incomparable Graff Vivid Yellow cushion weighing 100.09 carats.
All collections of the jewelry house are handmade by the best craftsmen in the world. The most famous luxury lines include Chandelier, Waterfall, Diamonds on Diamonds, where the basis are large precious stones of different colors. Butterfly line stands out. It is the only collection that uses a complex shape of the frame in the form of fluttering airy butterflies studded with diamonds.
Talking about Graff Diamonds’ outstanding creations and projects, one can’t help but mention the famous photo with the girl whose hair is adorned with diamonds. The original was made back in 1970 and is called Hair & Jewel. Forty years later, Graff recreated the photo with even more scope and glamour. If the earlier photo included jewelry worth $1 million, in 2010 the model’s head was adorned with diamonds worth $500 million.
Unique stones and unique design attracted the attention of royal families and show business stars to the Graff products. The company is the official supplier to the court of Queen Elizabeth II of Great Britain. Princess of Monaco, the Spanish royal family and Arabian sheiks have Graff Diamonds products in their treasuries. Frequent guests of the brand’s boutiques are Madonna, Sharon Stone, Gwyneth Paltrow, and others.
Official website graffdiamonds.com
Date of fundation 1960