Backdropped by the Los Angeles skyline, striking visuals capture the luminous energy of the collection
17th June, LONDON – As golden hour hits the Los Angeles skyline and the city begins to glow, Graff reveals its newest designs from the Laurence Graff Signature collection in a bold expression of modern luxury.
Shot high above the energy of LA, against the architectural backdrop of the iconic Sheats–Goldstein Residence, models Faretta Radic and Akbar Shamji radiate the golden glamour of Hollywood in an evocative new Laurence Graff Signature campaign.
Exceptional goldwear, born of a diamond and inspired by the ways in which Graff’s magnificent gems refract and reflect light, every Laurence Graff Signature creation transforms the precise, multifaceted cuts of Graff’s signature stone into the purest yellow, white or rose gold. Designs showcase the House’s unparalleled goldsmithing expertise across every flawlessly contoured facet. Intricately carved from a single piece of solid gold, each creation honours the Graff family’s legacy as pioneers of extraordinary and innovative craftsmanship.
Francois Graff, Chief Executive Officer, comments: “The Laurence Graff Signature collection has become a true icon of the House – inspired by the facets of our extraordinary diamonds, the design is instantly recognisable, unapologetically bold and deeply rooted in the DNA of Graff. There’s a confidence to the collection that feels both timeless and modern. This campaign is a celebration of that attitude, and of the enduring place the collection holds at the heart of Graff.”
Throughout the campaign, the angular, radiant facets of unisex necklaces and pendants, bracelets and bangles, earrings, ear cuffs and rings catch the LA sunlight, with jewellery creations available in sleek gold or illuminated with pavé diamonds.
With a striking sense of modernity, one campaign image features new pieces from the Laurence Graff Signature collection with the faceted design reimagined as bold chain links in a statement yellow gold necklace, bracelet and a pair of earrings, with alternative link motifs set with pavé diamonds.
Another visual shows the facets transformed into a contemporary pendant with a double chain link, suspended from a delicate yellow gold chain, paired with a triple-layered hoop design expressed across a pair of earrings and an ear cuff, worn with multiple stacking bangles in different shades of gold.
In a further image, Faretta wears a necklace featuring the new-style Laurence Graff Signature chain link, connected by an abundance of fine, looped yellow gold strands while Akbar Shamji wears a refined pendant and ring, their jewels complementing one another through the collection’s shared design codes.
Anne-Eva Geffroy, Design Director reflects: “Infinitely wearable, every creation from the collection invites the wearer to curate a look that is uniquely their own. Designed and crafted to encourage this spirit of personal expression, it offers endless versatility: mixing metals, playing with proportions and layering scintillating pavé diamond pieces to create a look anchored in individuality.”
The Laurence Graff Signature collection reflects Laurence Graff’s enduring vision for discovering, cutting and polishing the world’s most extraordinary diamonds. Modern yet timeless, the collection celebrates the instinct, bold creativity and artistic precision that continue to define the House today.
The new Laurence Graff Signature campaign was shot by renowned photographer Steven Klein on location at the landmark Sheats–Goldstein Residence. Originally designed by John Lautner in the 1960s, it is one of LA’s most famous examples of modernist architecture.
The new Laurence Graff Signature campaign will launch across Graff channels on Wednesday 17th June 2026.
ABOUT GRAFF
For over 65 years, Graff has operated at the very pinnacle of the high jewellery industry, discovering and crafting diamonds of brilliance and rarity, transforming the hidden wonders of the earth into spectacular pieces of jewellery that move the heart and stir the soul.
OUR HISTORY
Founded by Laurence Graff OBE in 1960, the company remains a family business with Francois Graff as CEO. To this day, the journey of every jewel is overseen by a member of the Graff family with passion, experience and uncompromising attention to detail at every stage. With over 70 stores worldwide, Graff has ambitiously grown from its foundation in the UK to achieve a global presence.
IMPORTANT STONES
Throughout its rich history, Graff has become the world leader for diamonds of rarity, magnitude and distinction. Perhaps most notably, the House has dominated the list of historical and important rough diamonds discovered, cut and polished this century. Some of those exceptional diamonds include the 302.37 carat Graff Lesedi La Rona, the largest highest colour, highest clarity diamond ever certified by the GIA and the world’s largest square emerald cut diamond, The Graff Venus, The Lesotho Promise, The Delaire Sunrise, The Wittelsbach-Graff, The Graff Perfection, The Graff Pink and The Golden Empress.
THE MOST FABULOUS JEWELS IN THE WORLD
Our Unique High Jewels are designed and crafted in the Graff atelier, where our master artisans employ stone-led design techniques to emphasise the beauty of each individual stone. This highly-personalised approach extends to our bridal jewellery, with Graff engagement ring collections featuring unique settings that celebrate each and every diamond
