Graff Diamonds: The House That Lives Beyond the Superlatives
When every stone is described as the rarest in the world, how do you choose?
Cecile Moreau
Jewelry & Gemstones Editor
30 September 2024
10 min read
Laurence Graff has spent 60 years buying, cutting, and selling the finest diamonds on earth — including the Graff Pink, the Spirit of de Grisogono, and the Delaire Sunrise. We spent a day at the New Bond Street flagship and asked him how he does it.
The Graff Pink is a 24.78-carat Type IIa diamond of Fancy Intense Pink colour and IF clarity. Laurence Graff purchased it at Sotheby's Geneva in 2010 for $46.2 million — a world record at the time. He subsequently had it recut, losing 0.21 carats, to improve its clarity grade. This is the Graff approach: buy the best, then make it better.
The Graff Difference
Most jewelers buy cut stones from the secondary market. Graff buys rough directly from mines, cuts in-house, and sets exclusively in its London workshop. The vertical integration allows quality control at every stage — and produces pieces that, on the secondary market, consistently trade above initial retail.
“A Graff diamond is not simply a fine diamond in a fine setting. It is a documented stone with a provenance that makes it traceable and investable.”
Partner
Graff Diamonds
By appointment only. New Bond Street flagship and Harrods Fine Jewellery rooms.
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