If pressure makes a diamond, then it’s perseverance that turns the precious stone into the bedrock of a family business. Laurence Graff, OBE, began his career in London’s jewelry district at only 15, working his way up from apprentice to founder of his namesake jewelry brand in 1960.
The company, which has expanded to more than 60 global salons in as many years, is now under the direction of its founder’s eldest son, Francois Graff. “To this day, we honor every diamond,” he explains, “presiding over the journey of each precious jewel.”
The company’s diamond collections—Tilda’s Bow, Laurence Graff Signature, and Butterfly among them—take their names from members of the family, or from Graff’s earliest inspirations drawn from nature. The juxtaposition of Graff jewelry and everyday objects reveals how even the most quotidian moments can be made extraordinary—with the right foundation.
Modeling by Kendall Baisden at Kev Management
Hair by Shinya Nakagawa at Bridge using R+Co
Makeup by Ai Yokomizo at Bridge using Dior
Production, Studio, and Casting by Neighbors
Digital Tech by Dylan Pearce
Prop Styling by Carrie Ashley Hill at See Management
Photography Assistance by Theo Cho and Akira Kawahat
