Graff is another prominent name among the houses of jewelries It is a sheer passion that Laurence Graff had within him, made him ‘The king of diamonds.’ He kept his passion alive and later made it his profession. He was sure to make his living around diamond only. His inherent feeling for diamonds goes beyond the stones themselves. When he sees, always he has the same undiminished love and enthusiasm for the diamonds when he sees. The wonder has still stayed with him till the date Graff’s Diamond Company has been built upon true burning passion. A house of jewelry a class apart! He says ““Expansion creates its own challenge and finding the best stones is an extremely difficult task. The hunt for diamonds goes on and we search on a daily basis in all areas of the world for stones in the rough or polished. “ His fashion ideas are just out of the world.
Graff is known today as, one of the largest producers of South Africa. Its cutting and polishing factories are located at Johannesburg with more than 300 artistic craftsmen. Thousands of carats of diamonds have been cut and polished here in these factories and the excellent one only will go to Graff’s factories in New York, Antwerp, Botswana and Mauritius.In Botswana, the diamonds are given shape, using state of the art technology and skill. A special park is designed for this at Botswana. Jewelry designs are not sketched here they are born in the shape of ideas.
However, a jewel is not only regarded as a symbol of wealth, but also as the ultimate gift of love. Exclusivity and quality are the keynotes of the collection. All Graff jewels are made by hand in the Graff London workshops, from the creation of the design to the immaculate setting; each piece requires many hours of work, some several hundred hours. The highly skilled craftsmen, many of whom are trained at Graff, have perfected the extraordinarily fine settings that are a major feature of the jewellery, which is always of exceptional quality.With overseas expansion Graff is now a top global diamond jewellery brand. There are 30 Graff stores worldwide with corporate offices in London, New York and Geneva. More recently new flagship stores have opened in Tokyo, Hong Kong, Geneva, Dubai, New York and Moscow. Graff takes great pride in knowing that these gems of everlasting beauty will pass from generation to generation, building their own legends on the way.Graff has GIA (Gemmological Institute of America) as a unique logo. Graff’s have perfected the art of cutting diamonds; they are cut to true perfection.The standard set by Laurence Graff is still unsurpassed! Innovation is unbound. It is said that most expensive diamonds have passed through his hands rather than a dealer. Diamond jewelries of Graff are class apart!
