Graff is entering its golden era

Graff has been innovating since 1960, and now the house is set to embark on a new golden era as it makes additions to its iconic Laurence Graff Signature Collection. Born of a diamond, the collection starts with the way Graff stones catch the light: the facets, reflections and refractions that turn a gem into something almost architectural. Across the latest goldwear designs, that language is shaped by hand into clean and contoured forms, bringing the house’s goldsmithing expertise into focus. 

There’s a fluidity to the way the collection is worn, too. Across necklaces, bangles, rings and more, Laurence Graff Signature turns architectural lines and geometric silhouettes into pieces that feel bold without being rigid, designed to be stacked, layered and styled on instinct. Designed with versatility in mind, each piece moves effortlessly between styles and occasions, worn alone, stacked or layered with other pieces. Once again, the emphasis is on the sense of freedom beyond fixed boundaries.

This approach is on full show in an accompanying campaign, shot by Steven Klein at the historic Sheats-Goldstein Residence in the hills overlooking Los Angeles. Showcasing the latest Laurence Graff Signature designs, we see a language of geometry, movement and light. Crafted in yellow, white and rose gold, the pieces echo the faceted quality of Graff diamonds, from the angular Laurence Graff Signature Bangle to chain-link pendants and pavé earrings designed to catch the light in motion.

The significance of diamonds goes without saying. For Graff, the stone has shaped not just a legacy, but a design language: one built on facets, light and the technical knowledge required to turn precious materials into world-class jewellery. In the Laurence Graff Signature Collection, that language is carried into goldwear, from cufflinks, rings and pendants to bangles carved from a single piece of gold. Cutting-edge technology also comes into play, not as a departure from the traditional workshop, but as an extension of it.

Naturally, the collection is best showcased on the body, and in motion. Fine chain necklaces, bracelets and bangles, earrings, ear cuffs and rings are designed to catch the light and create scintillating moments. While some pieces are clean and minimal, others sparkle with pavé diamonds, but all carry the same faceted design language. Worn alone, stacked or layered together, the collection feels more instinctive: less about dressing for one occasion, and more about building a look around the person wearing it.

“Infinitely wearable, every creation from the collection invites the wearer to curate a look that is uniquely their own,” notes Graff design director Anne-Eva Geffroy. “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.”

Explore the latest Laurence Graff Signature designs in the gallery above.