Few names in jewellery are as synonymous with diamond mastery as Graff. Founded by Laurence Graff OBE in 1960, the House has built its global reputation on an uncompromising pursuit of perfection, transforming some of the earth’s most exceptional stones into unforgettable works of art. Today, under the guidance of CEO François Graff, the family business continues to lead with innovation, integrity and intimacy, ensuring that every jewel tells its own extraordinary story.
Launching in July 2025, the new Endless Summer campaign places yellow diamonds – long a Graff signature – at the centre of a dazzling high jewellery narrative. Evoking “the sun rippling in the sea,” as described by design director Anne-Eva Geffroy, these radiant gems illuminate every design with joy and intensity.
Hero pieces include the Tilda’s Bow high jewellery necklace, where yellow and white pavé diamond strands curve gracefully to form a vibrant knot, cascading into two magnificent pear-shaped Fancy Yellow diamonds of 7.19 and 5.79 carats. The matching earrings shimmer with snow-set pavé diamonds, dramatically framed by bold lines of yellow pavé and anchored by radiant-cut 8-carat Fancy Intense Yellow diamonds.
Another highlight of the campaign, the Toi et Moi ring unites a 6.03-carat Fancy Vivid Yellow diamond with a 4.60-carat D Flawless pear-shaped counterpart. Meanwhile, a line bracelet featuring 36 perfectly matched Fancy Vivid Orangey Yellow emerald-cut diamonds showcases Graff’s unrivalled access to gems of such rare hue and quality.
The House’s iconic Spiral motif is reimagined, too, bolder and more sculptural than ever before. With voluminous curves in yellow gold and diamonds, the new pieces capture motion and modernity in equal measure across earrings, bracelets, rings and necklaces.
Crafted in its London atelier and guided by a stone-led philosophy, each piece continues Graff’s mission to honour nature’s treasures with innovation and reverence.
From the legendary Lesedi La Rona to these new summer icons, Graff’s jewels are never just about beauty. They are declarations of mastery.
