British jewelry house Graff’s new campaign, bringing together its fine diamond collections and exceptional high jewelry pieces for the very first time, signifies the brand’s first step into the next creative chapter.
Presented by Dutch model Rianne Van Rompaey, the new face of Graff, the beautifully shot campaign emanates an air of energy and effortless elegance, with the grounds surrounding Villa La Vigie in South of France providing a perfect backdrop for the House’s four key collections — Butterfly, Tilda’s Bow, Laurence Graff Signature and Wild Flower — as well as a selection from Graff’s high jewelry.
Known as a leading house for diamonds of rarity, magnitude and distinction, Graff has operated at the very pinnacle of the high jewelry industry for over 60 years. Widely acknowledged as one of the leaders in the high jewelry sphere with an initial focus solely laid upon historic diamonds and individual pieces of high artistic and collectible value, Graff as a business and long-standing brand name has shown rapid growth with significant international reach by acknowledging the changes and shifts in a consumer-driven market.
In an effort to meet the ever-increasing demand for expertly-crafted diamond pieces demonstrating both quality of design as well as stones, Graff has diversified and expanded its offerings, introducing collections in the forms of bridal, watches, fine diamonds and, most recently, fragrance. Thanks to the brand’s vertically integrated structure that overseas every stage of the jewelry making process, the fine diamond collections can enjoy the highly personalized approach usually adopted only in the creation of high jewelry pieces, making the brand’s “ready-to-wear” collection — if you will — highly desirable.
With over 60 boutiques globally, Graff’s global reach — set to grow further with extensive additional openings planned — has resulted in the exponential growth of new audience for the House.
“As the global reach of the Graff business and audience grows, so too does the need to communicate our core values.” Francois Graff, Chief Executive Officer at Graff, shares via notes. “In line with this, we have also taken the opportunity to evolve our boutique experience, ensuring it reflects our creative direction with a clear focus on a holistic client experience. Every jewel we create is crafted with the same exacting precision and devotion as the rare and celebrated stones that have made diamond history.”
The new campaign forms part of a wider movement towards a new direction for Graff, and Bernadette Kennedy, Chief Marketing Officer at Graff, says the team have worked hard to refine the brand focus: “Moving from individual collections and high jewelry campaigns to creating a single universe [with] a tangible message that speaks to all; Graff truly is the home of the most fabulous jewels in the world.”
Graff’s logo has also been tweaked and elevated during this process, Kennedy reveals, and says the work also brings to the fore “the visual cues which have existed historically — such as the color green and which has been present since the beginning, most famously in the long-running ‘green lady’ creative.”
Featuring jewels from the Butterfly collection, Graff’s new campaign launches today. Transformation, opportunity and beginnings – the Butterfly is perfectly symbolic of this first step in the creative evolution of the Graff brand.
For more information and Graff’s collections of fine jewelries, visit www.graff.com.