Graff Introduces A Golden Era With New Laurence Graff Signature Campaign

As golden hour hits the Los Angeles skyline and the city begins to glow, Graff reveals its newest designs from the Laurence Graff Signature collection in a bold expression of modern luxury.

Exceptional goldwear, born of a diamond and inspired by the ways in which Graff’s magnificent gems refract and reflect light, every Laurence Graff Signature creation transforms the precise, multifaceted cuts of Graff’s signature stone into the purest yellow,
white or rose gold. Designs showcase the House’s unparalleled goldsmithing expertise across every flawlessly contoured facet. Intricately carved from a single piece of solid gold, each creation honours the Graff family’s legacy as pioneers of extraordinary and
innovative craftsmanship.
Francois Graff, Chief Executive Officer, comments: “The Laurence Graff Signature collection has become a true icon of the House – inspired by the facets of our extraordinary diamonds, the design is instantly recognisable, unapologetically bold and
deeply rooted in the DNA of Graff. There’s a confidence to the collection that feels both timeless and modern. This campaign is a celebration of that attitude, and of the enduring place the collection holds at the heart of Graff.”

Throughout the campaign, the angular, radiant facets of unisex necklaces and pendants, bracelets and bangles, earrings, ear cuffs and rings catch the LA sunlight, with jewellery creations available in sleek gold or illuminated with pavé diamonds.

The Laurence Graff Signature collection reflects Laurence Graff’s enduring vision for discovering, cutting and polishing the world’s most extraordinary diamonds. Modern yet timeless, the collection celebrates the instinct, bold creativity and artistic precision that continue to define the House today.

 The new Laurence Graff Signature campaign was shot by renowned photographer Steven Klein on location at the landmark Sheats–Goldstein Residence. Originally designed by John Lautner in the 1960s, it is one of LA’s most famous examples of
modernist architecture.
 
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