Graff‘s new campaign begins like many marriages: with a proposal. It follows models Stella Hanan and Parker Van Noord from the proposal to their wedding celebration at the Villa Ecphrasis de Rothschild in Saint-Jean-Cap-Ferrat on the French Riviera.
Present at every stage of a lifelong commitment, its bridal collection highlights engagement rings, wedding bands, and fine jewellery. Graff’s engagement rings, in particular, draw on more than 65 years of expertise on handling some of the world’s most famous diamonds, with each setting named after one of these legendary stones.
The Promise setting goes back to 2006, when a 603-ct rough diamond was found in Lesotho. Graff cut that single stone into 26 diamonds, each D-FL—the top grade for both colour and clarity, meaning the stone is completely colourless and has no visible flaws inside or out.
The Icon is named after a 90.97-ct round diamond Graff unveiled in 2000, a time when the GIA had never certified a larger round brilliant of D-FL quality. The setting features a halo of tiny pave diamonds around the centre stone, continuing beneath it and around the band.
The Flame has the best story. The rough stone was expected to yield a polished diamond of about 80ct, but Graff’s master cutter delivered a D-FL pear-shaped stone weighing 102.44ct to founder Laurence Graff OBE. He looked at it and asked to put the stone back on the wheel for one small correction.
With that final tweak, it weighed exactly 100ct—a weight he was willing to concede to achieve what he deemed the perfect diamond. What sets the house apart is a criterion it calls “Character”. Most buyers know the four Cs used to grade a diamond: cut, colour, clarity, and carat. Graff adds a fifth, and it is specific to the house. Character accounts for where the rough stone came from and how skilfully it was cut. It also depends on the judgement of the people assessing the stone, and on something the house describes as the diamond’s “unique life force”.
Every engagement ring is handcrafted by master artisans. To showcase the diamond’s full potential, each setting is designed around its central stone. “Because no two love stories are alike, no two rings should be either,” says chief executive François Graff. Graff, of course, remains a family business, and you can hear that in the line. It also explains why the house treats every stone as unique and describes its rings as heirlooms to be passed down, rather than simply worn.
In the new campaign film and visuals, Graff reimagines the bridal jewellery through a fabulous showcase of round, oval, pear, and heart-shaped diamonds. Pieces from the house’s Butterfly, Tilda’s Bow, Laurence Graff Signature, and Classic Graff collections also blend seamlessly into the narrative, treating brides to an elevated vocabulary of wedding jewellery.
These range from necklaces, earrings, and bracelets to tiaras. The groom is equally celebrated with a curated selection of diamond cufflinks and brooches.
