• Website: graff.com
• Founded: 1960, London, England.
• Founder: Laurence Graff
• Owned By: Graff Diamonds (family-owned)
• Known For: Butterfly Collection, Laurence Graff Signature, Tilda's Bow, rare diamonds, engagement rings
• Category Focus: High jewellery, engagement rings, watches, bridal jewellery, exceptional gemstones
Graff is one of the world's most prestigious high jewellery houses, renowned for its extraordinary diamonds, exceptional craftsmanship, and mastery of rare gemstones. Founded in 1960 by Laurence Graff in London, the house has earned an unrivalled reputation for sourcing, cutting, polishing, and transforming some of the world's most remarkable diamonds into museum-worthy jewellery.
Known for combining vertical diamond expertise, timeless elegance, and exceptional gem quality, Graff has created iconic collections including the Butterfly, Laurence Graff Signature, Spiral, Tilda's Bow, and some of the world's most celebrated engagement rings. Unlike most jewellery houses, Graff oversees every stage of a diamond's journey—from rough stone to finished masterpiece—giving it exceptional control over quality and craftsmanship.
Today, Graff remains family-owned under Laurence Graff and François Graff, operating more than 70 boutiques worldwide while continuing to acquire and transform history-making diamonds into exceptional high jewellery.
Butterfly Collection
Laurence Graff Signature Collection
Tilda's Bow Collection
Spiral Collection
Classic Diamond Solitaire Ring
Threads Collection
Wild Flower Collection
High Jewellery Diamond Necklace
Graff was founded in 1960, when Laurence Graff established his first jewellery company in London after beginning his career as a teenage apprentice in Hatton Garden. Driven by an obsession with exceptional diamonds, Graff quickly distinguished himself by creating innovative cluster rings and acquiring increasingly important gemstones. His reputation soon expanded internationally, attracting royalty, collectors, and global connoisseurs.
Over six decades, Graff has handled many of the world's most famous diamonds, including the Lesedi La Rona, Lesotho Promise, Graff Pink, Wittelsbach-Graff, and numerous extraordinary rough diamonds transformed into historic jewels. The house remains one of the few luxury jewellers with expertise spanning sourcing, cutting, polishing, and jewellery manufacturing entirely in-house.
Key milestones:
• 1960: Laurence Graff establishes Graff in London.
• 1962: Opens the first Graff retail boutiques in London.
• 1967: Begins international exhibitions for elite collectors.
• 2008: Acquires the historic Wittelsbach Diamond.
• 2017: Purchases the Lesedi La Rona, one of the largest rough diamonds ever discovered.
• 2026: Expands the Laurence Graff Signature Collection with new gold jewellery inspired by diamond facets.
Graff continues setting the benchmark for high jewellery through extraordinary gemstones, exceptional craftsmanship, and uncompromising attention to detail.
“Graff built its reputation on pursuing the extraordinary. Its strength lies in controlling every stage of a diamond’s journey, allowing exceptional gemstones to become some of the world’s most remarkable jewels.”
Graff matters because it transformed exceptional diamonds into the pinnacle of modern high jewellery.
Its influence can be seen across:
• High jewellery
• Rare diamonds
• Luxury engagement rings
• Exceptional gemstone craftsmanship
By combining extraordinary gemstones, vertical craftsmanship, and uncompromising quality, Graff continues representing the highest level of contemporary jewellery excellence.
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