Graff unveil an impressive new multifaceted brand campaign.

Graff, the luxury jewellers based in London, have announced a new campaign bringing together exceptional creations from their four key collections – Butterfly, Tilda’s Bow, Laurence Graff Signature and Wild Flower.

The campaign brings together fine diamond collections and high jewellery for the very first time and is being presented by captivating Dutch model Rianne Van Rompaey. A new face for the brand, she perfectly embodies the coveted confidence Graff jewels inspire.

Styled by Emmanuelle Alt (former editor of Vogue Paris) and captured by photographer Mikael Jansson, Rianne’s story plays out at the legendary Villa La Vigie against the backdrop of the Cote d’Azur in France.

The property and the grounds surrounding Villa La Vigie provide an exquisite backdrop for Rianne as she manifests the transformative power of Butterfly, the nostalgic elegance of Tilda’s Bow, the dynamism of Laurence Graff Signature and the strength and beauty of Wild Flower.

The campaign story culminates in the opulent luxury and pure joy of a Graff high jewellery festive season. It signifies a new creative direction for the brand – aligning with a comprehensive refocusing of their communications – to create an intense visual and emotional world for the house while developing a product- and collection-led approach to storytelling.

While the business was founded over 60 years ago with a singular focus on historic diamonds, high jewellery and individual pieces, it has since introduced ground-breaking diamond design and craftsmanship in the form of bridal, watches, fine diamond collections and, most recently, fragrance.

Francois Graff, Chief Executive Officer at Graff, said: “As the global reach of the Graff business and audience grows, so too does the need to communicate our core values. In line with this, we have also taken the opportunity to evolve our boutique experience, ensuring it reflects our creative direction with a clear focus on a holistic client experience.”

Since 2019, the house has experienced exponential growth within its diamond collections, launching and developing signature lines, including the much-loved Graff Butterfly, symbolising transformation, opportunity and beginnings.

Bernadette Kennedy, Chief Marketing Officer at Graff, continues: “Graff is attracting new clientele, whether through the craftsmanship and artistry of its high jewellery pieces or its contemporary diamond collections, which are beautifully designed to be worn every day.

“As a result, we have worked to refine our brand focus to ensure we are clearly and succinctly communicating the unique nature of Graff to our audiences within every category. Moving from individual collections and high jewellery campaigns to creating a single universe creates a tangible message that speaks to all; Graff truly is the home of the most fabulous jewels in the world.”

Graff collections are available at Bahrain Jewellery Centre (BJC).

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