For a brand synonymous with extraordinary diamonds, Graff found inspiration in one defining detail: the facet. The precise geometry that gives a diamond its brilliance became the foundation for the Laurence Graff Signature collection, transforming the house’s iconic cuts into sculptural gold jewelry. Now, the collection enters a new chapter with a global campaign celebrating one of Graff’s most recognizable design signatures.
Introduced as a contemporary expression of the brand’s design philosophy, the Laurence Graff Signature collection has evolved into one of Graff’s defining lines. Crafted in yellow, white and rose gold, the pieces pair sculptural forms with understated elegance, demonstrating that the same precision associated with the house’s diamonds translates seamlessly into gold.
This latest chapter introduces new interpretations of the Laurence Graff Signature motif, from bold chain-link necklaces, bracelets and earrings to more delicate pendants, stackable bangles and pavé diamond accents. Designed to be layered and mixed across yellow, white and rose gold, the pieces embrace today’s more personal approach to collecting and wearing fine jewelry.
Photographed by Steven Klein at John Lautner’s landmark Sheats–Goldstein Residence, the campaign feels like a natural marriage of architecture and jewelry. The home’s dramatic concrete geometry and sweeping views over Los Angeles provide the perfect backdrop for designs whose faceted silhouettes echo the sharp lines of the surrounding architecture. The result is a campaign that feels cinematic while remaining true to the quiet elegance that has long defined Graff.
