This year, Graff celebrates the 50th anniversary of its Butterfly motif, a cornerstone of the London-based House’s design philosophy. Through elegant diamond pendants and intricate high-jewellery creations, the Butterfly symbol has continually evolved since its debut in 1975. This motif inspires a much-loved universe of jewels and timepieces, capturing the ephemeral beauty of nature. Each shimmering creature is set with its wings angled to reflect light, a fine example of Graff’s artistry and jewellery craftsmanship. Every piece is a snapshot of a fleeting moment immortalised in diamonds.
The butterfly has been featured in exceptional moments for the House, such as the 2013 recreation of the ‘Hair and Jewel’ shoot, where a model was photographed wearing half a billion dollars worth of diamond jewels in her hair. It has also graced numerous watch designs that embody the precious nature of time.
Each Butterfly is designed to capture the moment of flight, a fleeting instant frozen in diamonds. As the 1913 Nobel Prize Literature Laureate Rabindranath Tagore said, “The butterfly counts not months but moments, and has time enough.” This motif has become universally recognised as a symbol of transformation, empowerment, freedom, and beauty, inspiring a new generation of jewellery connoisseurs.
The collection, handcrafted in Graff’s Mayfair atelier, features a striking necklace with a 57.13-carat snow-set pavé emerald arc, surrounding a 5.04-carat emerald-cut diamond. A kaleidoscope of diamond butterflies radiates from this central point, each precisely set to capture light and movement.
Another suite showcases butterflies with snow-set pavé wings and oval stone centres set at varying angles on a pavé diamond line, creating the illusion of flight. This design extends to a bracelet and earrings, each featuring pear-shaped diamond drops. A third necklace features a graduated line of pear and marquise diamond butterflies, with a 5.02-carat emerald-cut diamond at its heart.
To Francois Graff, CEO, the Butterfly embodies Graff’s relentless pursuit of perfection and commitment to creating “the most fabulous jewels in the world.”
He says, “We transform, reimagine, and redefine what is possible,”
Meanwhile, Anne-Eva Geffroy, Design Director, adds that the Butterfly “harnesses the exquisite beauty of one of nature’s most captivating creatures.” Her vision is to produce pieces that inspire the wearer and remind them of their potential for transformation.
For five decades, the Graff Butterfly has evolved through various collections, incorporating Silhouette and Pavé designs, all featuring the finest Graff stones. The butterfly’s symbolism, representing good fortune and transformation, resonates across cultures.
The new campaign, photographed by Felix Cooper in London, will launch on March 20, 2025, to coincide with spring in the northern hemisphere.
