The glittering Brand Story of Graff

At the pinnacle of the luxury jewelry industry and the epitome of brilliance since its very creation, Graff is the journey of the passionate man who was responsible for its establishment and growth – Laurence Graff OBE.

“When there is an opportunity, some people pass it by, I have been lucky enough to recognize opportunities and every day, in my business, there is an opportunity somewhere – to buy, expand, design.” – Lawrence Graff

The story of Laurence Graff

Born into a Jewish family in 1938, Graff’s father was an immigrant tailor who designed and cut suits while his mother, a tobacconist and newsagent. They lived in a wretched single room in the East End of London.

Graff’s first job at 15 as an apprentice with a local jeweler in Hatton Garden ignited his passion for diamonds and his determination; as within three months of scrubbing the floors and occasionally levelling a piece of metal, he was told he would “never make the grade.” He however took this as a provocation and not a deterrent.

With his perseverance, he began creating and selling his jewelry independently. His uniqueness and opportunistic nature are reflected by a significant incident that happened early in his career – he persuaded a diamond dealer to advance him 33 small diamonds. Instead of making 33 different rings with these, he put them all on one ring creating an extravagant design. He sold this to a jeweler in the north of England who then called Graff, to order another.

This incident inspired Graff to create unique designs. After working with all-diamond rings, he then ventured into the arena of other precious stones – emeralds, rubies and sapphires. Graff Diamonds was established in 1960; when Graff was merely 22. Two years later, his first two retail stores also opened in London.

However, the big break that fetched him international recognition was his exhibition at Robinson’s department store in Singapore, where every single piece of his was sold. Moreover, this exhibition proved to be extremely beneficial for Graff as the Crown Prince and Princess of Brunei become his regular clients; from there onwards. They purchased jewelry worth a fortune from him and also opened several doors for Graff in the markets of Asia.

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Awards and Recognition

The House of Graff established its stellar reputation well among the population and in the jewelry industry as well.

In 1966, Graff’s bracelet won the prestigious Diamond International Awards. In 1973, he became the first British jeweler to receive The Queen’s Awards to Industry, followed by three more times in 1977,1994 and 2006. Laurence Graff was named in the 2013 Queen’s Birthday Honours List to receive an Order of British Empire (OBE) for his services to the jewelry industry.

Laurence Graff successfully built strong connections with the affluent and wealthy. Graff jewelry was a popular choice among them.

Once, Turki Bin Faisal Al Saud -the prince of Saudi Arabia, went to a Graff store and purchased everything available including the largest diamond in the store, of 14 carats.

Furthermore, the guest of honour at the opening of the Graff showroom in New Bond Street, London was Prince Michael of Kent.

With plans of expansion in America, by 2001 Graff showrooms were in New York, Chicago, Las Vegas and Florida. One of their first clients was Donald Trump who purchased a 12-carat diamond ring for his wife, Melania Trump.

A few of the most notable Graff diamonds

The Star of Bombay (1974)

This 47.39 carat diamond was bought by Graff from a European dealer, who sold it for the benefit of a noble family belonging to Indian royalty.

The Imperial Blue (1984)

This 39.31 carat diamond is the world’s largest and rarest Flawless blue diamond. Its pear shape cut intensifies its beauty.

The Paragon (1990)

This 137.82 carat diamond was unveiled at a Graff exhibition in Beverly Hills. It is the largest D colour Flawless diamond. (A D colour diamond has no visible tint of any colour)

Graff Pink (2010)

This 23.88 carat diamond is a rare Vivid Pink Internally Flawless Type IIa diamond. (IIa diamonds are those which are almost entirely devoid of impurities)

These 51.53 and 50.76 carat diamonds were coincidentally discovered in the same mine, together. These are the world’s first matching pair of heart shaped Type IIa diamonds and are also the most chemically pure

The Graff Lesedi La Rona (2019)

This 302.37 carat diamond is the largest highest colour, highest clarity diamond ever certified by The Gemological Institute of America (GIA) and is also the world’s largest square emerald cut diamond.

The Graff Book

27^th October,2015 marks the launch of the sparkling coffee table book titled ‘Graff’.

The book oozes luxury; everything from its design to its content radiates sheer grandeur. It tells the inspiring story of Laurence Graff and the company he successfully built with tenacious determination and perseverance.

It also features exclusive images from the Graff family archive and beautiful photographs of the ravishing jewelry Graff is known for.

This book is available for purchase from high-quality bookshops, online retailers and Graff stores worldwide.

Graff Stores

With over 55 stores worldwide, Graff has successfully established its presence throughout the globe. From America to Europe to Asia to Australia, this company is now synonymous with opulence, globally.

It has its flagship stores in Paris, Tokyo, Geneva, London and New York.

Laurence Graff still operates the top of the diamond jewelry market worldwide, with the same passion he had when he started the company.

“I always believed, right from the beginning, if you're going to do something, do it the best. If you're going to work, you want to enjoy it-make a product that you really enjoy selling or owning.”- Lawrence Graff