Graff celebrates its iconic diamond heritage while looking to the future

There’s a reason that diamonds are everywhere in pop culture, from the jewelled necklace at the heart of the heist in Ocean’s 8, to the gemstones dripping off Marilyn Monroe in Gentlemen Prefer Blondes. They tell a story about history, geography and technological innovation, but also – more importantly – about the wearer. Graff, founded by Laurence Graff in 1960, has played its part in this story for almost 65 years, securing an incomparable legacy as a family business working at the pinnacle of the industry ever since.

This decade-spanning timeline has seen Graff cut and polish some of the world’s most precious and beautiful stones in its London atelier. The brand’s latest innovation, though, takes a slightly more inclusive approach, revolving around sleek, stackable Signature bangles. Coming in an array of precious metals – white, rose, or yellow gold – the bangles are crafted in a minimalist, faceted style that pays tribute to the legacy of Graff and its founding diamantaire. Needless to say, you can also find versions set with precious stones (scintillating pavé diamonds, to be exact).​​

As Graff’s first unisex collection – because diamonds aren’t just a girl’s best friend, it turns out – the Laurence Graff Signature collection also includes a range of complementary jewellery styles, including pendants, hoop earrings, and rings, all available in sleek metal or diamond-studded forms.

“The Laurence Graff Signature collection is very significant,” says Francois Graff, CEO at Graff. “It embodies everything achieved by the House over the course of 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.”

The collection launches alongside a suitably-luxe campaign featuring models Rianne Van Rompaey and Huang Shixin. They’re styled by former Vogue Paris editor Emmanuelle Alt and shot by Mikael Jansson at the iconic Villa La Vigie in the south of France (once inhabited and renovated by Karl Lagerfeld). 

Graff design director Anne-Eva Geffroy also pays tribute to the brand’s historic story amid the rollout of the new campaign. “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,” she says. “The Laurence Graff Signature collection celebrates the bold, intricate facets of a diamond with contemporary jewellery pieces designed and crafted to be loved, stacked, and layered – reflecting the wearer’s signature style.”

Take a closer look at Graff’s new Laurence Graff Signature collection in the gallery above.