Graff: the king of diamonds and the art of perfection
Exclusivity and unrivaled craftsmanship
The story of Graff is a true embodiment of a passion for diamonds sparked by a young Laurence Graff’s dream. At the age of 15, he started as an apprentice jeweler, performing the simplest tasks, including cleaning floors. After just three months, he was fired with the statement, «He’ll never succeed». Yet, this dismissal marked the beginning of one of the most influential jewelry houses in the world.
First steps toward the top
In 1956, Laurence opened a small workshop with a partner specializing in jewelry repairs. The turning point came when he purchased 33 diamonds. Instead of creating several smaller pieces, he took a bold risk by crafting one luxurious ring. The gamble paid off as the ring sold for double its price, inspiring Laurence to focus on exclusive creations.
Understanding that success required expanding beyond local markets, Laurence made the bold decision to enter the international scene. His first move was a visit to Singapore, where his craftsmanship immediately caught the attention of discerning buyers. Middle Eastern clients, in particular, showed great interest, and all of his pieces sold out within a week.
A major breakthrough came when he met the Crown Prince of Brunei, who was so impressed by Graff’s work that he personally introduced him to the elite. This pivotal moment opened doors to royal courts, world leaders, and global celebrities, spreading the fame of Graff’s unparalleled creations worldwide.
How Graff unveils the beauty of every stone
At Graff, diamonds take center stage. Laurence Graff understood that achieving perfection required complete control over every step – from mining raw diamonds to cutting and setting them in jewelry. This approach ensured the highest quality, which became the brand’s hallmark.
Graff's unique techniques, such as the «invisible setting» and movable diamonds, make its creations truly stand out. These innovations highlight the natural beauty of each stone, turning them into the focal point of every piece. As Laurence once said:
«The best for a diamond is to be transformed into a jewel. Like a work of art, it should be displayed, not locked away in a safe».
The world’s largest diamonds
Graff is renowned not only for its craftsmanship but also for working with some of the world’s largest and rarest diamonds. Laurence’s hands have passed through the legendary stones that garnered global recognition. Rather than focusing on mass collections, the brand creates unique masterpieces valued for their rarity.
Among Graff’s most iconic creations is a necklace featuring various colored diamonds with a total weight of 267 carats, priced at $30 million. This exquisite piece was soon purchased by a client from Asia, cementing Graff’s reputation for exceptional quality.
Success among the elite
Graff’s exclusivity and unmatched craftsmanship attract some of the wealthiest and most influential clients in the world. The average transaction in the brand’s boutiques is around $400,000, with engagement rings remaining one of its most sought-after products.
As an official diamond supplier to the British Royal Court, Graff’s status and impeccable reputation are well-established. Royals, presidents, and international celebrities choose Graff for its quality, rarity, and personalized service.
One of the brand’s most famous stories highlights Graff’s sophistication and discretion. A client once wished to purchase a luxurious $2 million necklace. Her companion found the price too high and left a $1 million check, giving the jeweler 24 hours to cash it. Later that day, the woman returned with a different companion, who, equally enamored by the necklace, offered a similar deal, also leaving a $1 million check. Maintaining complete professionalism, Laurence Graff did not mention the earlier visit.
Late that evening, the woman returned alone to collect the necklace. Graff calmly cashed both checks, receiving the full price of the necklace. This story not only demonstrates the brand’s professionalism and tact but also its unique ability to cater to the most demanding clients.
Despite being only 65, a years-old brand, Graff has firmly secured its place among the giants of the jewelry world. The brand’s secret lies in Laurence Graff’s exceptional craftsmanship and unwavering passion for revealing the beauty of every stone. Even today, he continues to inspire a new generation of artisans, proving that true art is timeless.