For more than six decades, Graff has redefined what it means to work at the pinnacle of high jewellery. Still family-run under CEO Francois Graff, the House has grown from a single London store to a global presence. Yet, every creation remains personally overseen by a Graff family member.
Legendary stones — from the record-breaking Lesedi La Rona (the largest, highest colour, highest clarity diamond ever certified by the GIA) to the vivid Graff Pink — have passed through its hands, each transformed in the London atelier by master artisans. The result is jewellery that dazzles the eye while carrying the unmistakable spirit of rarity, heritage, and perfection.
In an exclusive email interview, Graff’s visionary creative leaders shared the inspiration, design journey, and techniques behind ‘1963’.
Francois Graff, Chief Executive Officer at Graff
YLA: ‘1963’ references the decade Graff was founded, but it also evokes an entire cultural shift. What associations with that time period helped shape the mood or energy of the suite?
Francois: The creative energy and sentiment of the 1960s are immediately apparent in ‘1963’. This was a moment characterised by cultural revolution, liberation, and bold self-expression. These qualities are brought to life in magnificent Graff diamonds and gemstones throughout the suite’s hypnotic, swirling patterns, which also pay tribute to the optical art that was profoundly popular during the period. Daring and dramatic, ‘1963’ commands attention and invites intrigue, evoking the true spirit of the time and the opening chapter of the Graff brand.
YLA: The hypnotic, concentric ovals suggest movement, almost like a visual rhythm. Was there a specific moment — visual, musical, or emotional — that unlocked this design language for the team?
Francois: Creating a visual rhythm is an inherent part of our design DNA, with fluidity being one of the defining signatures of Graff jewellery. Our extraordinarily talented design team and master artisans dedicate hundreds of hours to carefully considering how each piece is designed and crafted, while honouring the stones and the experience of wearing the final creation. The graceful feeling of movement within ‘1963’ was brought to life by the skill and expertise of our workshop artisans, who set every stone with remarkable precision so that each jewellery creation possesses a distinctive suppleness which is unique to Graff.
YLA: There’s something almost futuristic in the structure and clarity of the suite — yet it also feels rooted in heritage. How do you navigate that fine balance between timelessness and pushing the edge of what high jewellery can be?
Francois: Our designers have a very clear vision of the Graff DNA, which balances timeless beauty with modern designs. While the heritage of the Graff brand and our experience may guide us, we understand the importance of continually pushing the boundaries of what is possible, both creatively and technically.
YLA: Looking back from this ambitious new launch, how would you describe Graff’s evolution since 1963 — not just in technique or scale, but in vision?
Francois: The Graff name carries with it an incredible 65-year legacy; in those 65 years, we have made an indelible mark on the luxury jewellery industry. More famous and historical diamonds have passed through the hands of Graff than any other business in the world. From one store in London, we have expanded to over 70 stores worldwide.
We are known for bold creativity, dynamic design and the rarest diamonds and gemstones — we create the most fabulous jewels in the world. Everything we do is defined by excellence, and it’s this passion for perfection that can be found across every facet of our business.
And while we are guided by what has been achieved so far, we are, as a family, constantly asking ourselves what’s next? We work closely as a family to determine our direction, and we shape our future together.
Sam Sherry, Graff Workshop General Manager
YLA: This suite is described as one of the most technically challenging ever created by Graff. Could you share a moment during its creation when you thought, “This might not be possible” — and how the team overcame it?
Sam: Ensuring each piece within the ‘1963’ suite embodies the beautiful fluidity and suppleness for which Graff jewels are known was extremely challenging. Each design is exceptionally intricate and detailed, featuring many carats and multiple layers of diamonds and gemstones. Each element was connected using incredibly complex setting techniques that also had to be carefully concealed from view. It was also imperative that each piece of metalwork was engineered and crafted in such a way that it could securely hold every stone in place while retaining its flexibility.
We worked together very closely and collaboratively as a team throughout this entire process — designers, workshop artisans and the Graff family — drawing on our experience and expertise, refined and perfected over decades, rising to the challenge to determine the best way forward.
YLA: There’s a hidden line of pavé emeralds in each piece — an intimate detail only visible to the wearer or a close observer. What role does secrecy or surprise play in Graff’s high jewellery philosophy?
Sam: The element of secrecy is an integral part of our high jewellery philosophy. These exquisite details make our high jewellery truly unique, while also showcasing the savoir-faire and skill of our designers and workshop artisans. From fine, delicate lines of hidden pavé gemstones to ornate Graff Icon designs concealed within precious metal on the reverse of necklaces, bangles, and bracelets, we are continually inspired to create something new and surprising that will capture both the imagination and attention of our clients.
