Introducing GRAFFABULOUS

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Graff’s new high jewellery campaign harnesses the fantastical beauty of one
of the greatest gatherings of gemstones ever seen in a high jewellery collection.

An ode to the formidable force of nature and the majesty of natural diamonds and gems, Graff’s high jewellery campaign for 2022 is an unrivalled display of high jewellery wonder that expresses the pure fantasy of the most fabulous jewels in the world.

Introducing GRAFFABULOUS

Image courtesy of Graff

Photographed by Carlijn Jacobs, GRAFFABULOUS presents a peerless trove of extraordinary stones, showcased in more than 80 pieces of high jewellery, each one of a kind. All of the precious stones for which the House is renowned appear in the campaign, revealing the full spectrum of rarity at Graff. An unprecedented 3,600 carats of diamonds, emeralds, rubies and sapphires are featured, making this among the greatest gatherings of gems ever seen in a single high jewellery campaign.

A TOUR-DE-FORCE OF DESIGN AND CRAFTSMANSHIP

Some of the most audacious jewels ever crafted by the House, dreams and desire converge in these intensely precious new creations, which reveal the true artistry of high jewellery at Graff. Displaying a never-before-seen level of intricacy, diamonds and gemstones are forged into unique designs with myriad layers of detail that push the possibilities of Graff’s craft like never before.

Necklaces feature prominently in the collection, carefully orchestrated to display a captivating rhythm that flows with a beautiful fluency from one gem to the next. “As designers, we listen to the songs the stones are singing, focusing on the music and the rhythm,” says Anne-Eva Geffroy, Design Director at Graff. “Like the ripples that emanate outwards when a stone is dropped in water, the tempo increases as the jewels graduate in size until they reach a crescendo: a central motif where the full force of these natural gemstones is concentrated.”

Contemporary motifs first seen in the Tribal collection have been further explored and expanded upon, challenging Graff’s artisans to custom cut diamonds into innovative shapes to realise these creative arrangements of stones, which are breath-taking in their three-dimensionality. Illustrating the excellence of Graff’s craftsmanship and highlighting their textural complexity, an array of high jewellery rings sculpt the light into brave, new forms, with contrasting diamond cuts enhancing the exhilarating sense of perspective.

Introducing GRAFFABULOUS

Image courtesy of Graff

A SUPERB COLLECTION OF DIAMONDS AND GEMSTONES

The House of Graff has always stood for the finest, the rarest and only the very best gems, and in these fantasy pieces, this passion for the exceptional really comes to the fore. Every high jewellery creation begins with the stones and their power to enthral, from a perfect 38 carat D Flawless ExEx Type IIa cushion cut white diamond to an unheated 109 carat Sri Lankan sapphire, a rare treasure that is emblematic of this unparalleled collection of high jewellery.

Equally sublime is Graff’s virtuoso use of colour of the most precious kind. Collected and cared for over many years, breath-taking sapphires, emeralds, rubies and yellow diamonds are masterfully combined in blazing displays of bravura. These include a phenomenal collection of Fancy Vivid Yellow diamonds, transformed by the House’s designers into the fiery highlight of a masterpiece necklace.

Introducing GRAFFABULOUS

Image courtesy of Graff

THE GRAFFABULOUS CAMPAIGN

To express the fantastical beauty of this powerful collection of jewels, the GRAFFABULOUS campaign features a bold reimagining of legendary women in ancient mythology. Portrayed by three renowned models – Vogue cover star Grace Elizabeth, Graff’s new muse, with Aya Jones and Qun Ye – these very modern Goddesses are introduced over six awe-inspiring chapters as their Earthly powers are revealed.

The first time three striking models have been featured together in a single Graff campaign, the storytelling is driven by the divine beauty of the natural diamonds and gems in which they are adorned, which were formed long before the pantheon of Greek deities were said to have lived. From the Goddess of the Waterfall to the Three Graces, these mythical beings are portrayed as omnipotent queens of unmatched beauty, fierce in their femininity. Standing atop a lava rock, dressed in billowing, bespoke gowns, or basking in the glory of Mother Sun as she sets over this lush, green paradise, Graff’s goddesses channel the very essence of Earth – creator of these esteemed gems – in all its unfathomable might.

Introducing GRAFFABULOUS

Image courtesy of Graff

THE GRAFFABULOUS CAMPAIGN IN NUMBERS

  • More than 3,600 carats of gemstones
  • 1,877 carats of white diamonds
  • 678 carats of yellow diamonds
  • 616 carats of sapphires
  • 414 carats of emeralds
  • 101 carats of rubies
  • 20 high jewellery necklaces
  • 25 high jewellery rings