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Graff Debuts Its $500M 'Hair & Jewel' Campaign

Oct 8, 2013 8:51 AM   By Deena Taylor
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RAPAPORT... Graff Diamonds debuted its ''Half Billion Dollar Hair & Jewel'' advertisement today, a take-off from its famous 1970, ''$1 Million Jeweled Hair'' campaign that launched the brand globally. But a generation later, Graff features a model wearing $500 million worth of rare and valuable diamonds in her carefully coiffed hair, specifically sculpted to highlight each jewel for the video. The advertisement also celebrates Laurence Graff's sixtieth year in the business and the opening of his fortieth store, according to the jeweler's website. 

In 1970, Graff's model wore an ornate design of diamonds and jewels in her hair that was styled in the royal hair fashion of 18th-century Versailles. Today's model  wears 22 jewels, including two diamond brooches with stones cut from the 550-carat Letšeng Star as well as some of Graff's most rare diamonds.  graff, billion

The jewelry includes brooches, rings, pendants, bracelets and earrings. One of the iconic jewels featured in the recreated coiffure is a pink and white diamond flower brooch with pear shaped diamonds, outlined by rare pink diamonds and set on a pavé, leafy stem. The brooch contains  three D, flawless diamonds and one pear-shaped, D, internally flawless diamond all cut from the Letšeng Star that originates from Gem Diamonds' Letseng mine in Lesotho.  (Watch a video about making the campaign.)

The Graff diamonds appearing in the advertisement also feature a 56.15-carat, D, internally flawless heart-shaped ring, a 23.61-carat, D, internally flawless diamond ring and a 23.20-carat internally flawless marquise-shaped diamond ring.

The coiffure also hosts fancy colored diamonds such as  a 52.73-carat, emerald-cut, fancy vivid yellow ring, a 6.50-carat, internally flawless, oval-shaped, fancy intense pink  ring and a 5.25-carat, cushion-cut, fancy vivid blue ring.
Tags: Deena Taylor, diamond, diamonds, Graff Diamonds, Laurence Graff, Letšeng Star
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