Graff’s new campaign wants you to fall in love with a diamond

Red gets all the credit for romance. Graff would like to make the case for yellow and white instead. The house’s latest High Jewellery campaign centres the two colours, cut and set to look like they’re flirting with the camera. Every curve and setting is built to catch your eye and not let go.

Laurence Graff OBE started the company in 1960 with one idea – to find the rarest diamonds on earth and let them do all of the talking. That approach has led to some gorgeous but absurd stones passing through Graff’s hands, including the Lesedi La Rona, a 302.37 carat rough diamond that became the largest of its colour and clarity grade ever certified. We’ve also seen the Wittelsbach-Graff, a deep blue stone with centuries of royal history attached.

Design director Anne-Eva Geffroy has described the process as letting the character of each individual stone dictate the final shape rather than forcing a diamond into a preset design. It’s a stone-led approach the house applies to its bridal collections too, so even an engagement ring gets treated like a one-off over the ease of a template. Find out more.