Introducing a fresh face for the incomparable world of Graff
LONDON, UK – Graff has announced the launch of a new vertical brand campaign, bringing together exceptional creations from its fine diamond collections and high jewellery for the very first time – all presented within a single creative universe.
In the campaign, captivating, elegant and joyful Dutch model Rianne Van Rompaey – a new face for the luxury house – perfectly embodies the coveted confidence Graff jewels inspire. Styled by Emmanuelle Alt (former editor of Vogue Paris) and captured by photographer Mikael Jansson, Rianne’s story plays out at the legendary Villa La Vigie against the backdrop of the Cote d’Azur in France.
Presented within a Graff universe – a world of incomparable beauty and perfection – the campaign captures the many facets of every woman. Featuring four key collections – Butterfly, Tilda’s Bow, Laurence Graff Signature and Wild Flower – and a magnificent selection of Graff high jewellery, the property and the grounds surrounding Villa La Vigie provide a backdrop for Rianne as she manifests the transformative power of Butterfly, the nostalgic elegance of Tilda’s Bow, the dynamism of Laurence Graff Signature and the strength and beauty of Wild Flower. The campaign story culminates in the opulent luxury and pure joy of a Graff high jewellery festive season.
This campaign signifies a new creative direction for Graff – aligning with a comprehensive refocusing of its communications – to create an intense visual and emotional world for the House while developing a product and collection-led approach to storytelling.
While the business was founded over 60 years ago with a singular focus on historic diamonds, high jewellery and individual pieces, it has since introduced ground-breaking diamond design and craftsmanship in the form of bridal, watches, fine diamond collections and, most recently, fragrance. Meanwhile, Graff’s growing international reach, which incorporates over 60 boutiques globally – with extensive additional openings planned – has resulted in a fast-growing new audience for the House.
Francois Graff, Chief Executive Officer at Graff, comments: “As the global reach of the Graff business and audience grows, so too does the need to communicate our core values. 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. We want to ensure that our audiences know exactly who we are and what we stand for. Every jewel we create is crafted with the same exacting precision and devotion as the rare and celebrated stones that have made diamond history. Graff has an incomparable heritage, and it is time for this story to be shared.”
Since 2019, the House has experienced exponential growth within its diamond collections, launching Threads, Tilda’s Bow and Wild Flower and continuing to develop its signature collections, including the much-loved Graff Butterfly.
Bernadette Kennedy, Chief Marketing Officer at Graff, continues: “Graff is attracting new clientele, whether through the craftsmanship and artistry of its high jewellery pieces or its contemporary diamond collections, which are beautifully designed to be worn every day.”
“As a result, we have worked to refine our brand focus to ensure we are clearly and succinctly communicating the unique nature of Graff to our audiences within every category. Moving from individual collections and high jewellery campaigns to creating a single universe creates a tangible message that speaks to all; Graff truly is the home of the most fabulous jewels in the world.”
“The work undertaken to refine the Graff world has been extremely painstaking and highly effective in equal measure; from bringing to the fore the visual cues which have existed historically – such as the colour green and which has been present since the beginning, most famously in the long-running ‘green lady’ creative – to the refinement of the logo and creation of a Graff monogram. As we continue on this exciting journey, it is an honour and privilege to have been tasked with the brand guardianship for this truly iconic House and to have played a role in shaping its visual identity for a new world.”
The first chapter of Graff’s creative story launches on the 22nd August 2023. With visuals featuring jewels from the Butterfly collection, which symbolises transformation, opportunity and beginnings – the Butterfly is perfectly symbolic of this first step in the creative evolution of the Graff brand.