RAPAPORT... When shoppers pass by the windows of one of luxury jeweler Graff’s 25 retail locations worldwide, jaws drop at the dazzling display of diamonds shimmering in the windows. Now, through his book, The Most Fabulous Jewels in the World, Laurence Graff tells — in his own words — the tale of how he became one of the preeminent jewelers in the world.
DIAMOND KING
As a teenager apprenticing in London, Graff began with nothing more than his ambition — and a fascination with diamonds, a trait that led him to become one of today’s most famous luxury jewelry brands. He built his reputation traveling the world and visiting royalty with his jewels — gems notable for their size, color, quality or provenance. Some of the most important diamonds in the world have passed through Graff, including several larger than 100 carats: The Paragon, 137.82 carats; The Star of America, 100.57 carats; The Sarah, 132.43 carats and The Golden Star, 101.28 carats, to name a few. Also passing through Graff have been some of the most spectacular colored diamonds. When Graff buys stones at auction, it is his custom to name the most memorable diamonds, making them immediately legendary and further adding to their mystique. It is his experiences — accumulated over some 50 years in the business — with these extraordinary stones that have earned him the status as one of the world’s foremost diamantaires. And it is these amazing encounters — along with his business savvy — that recently made Graff the cover story of Forbes magazine.
The House of Graff is a fully-integrated company from sightholder to retailer, enabling the firm to offer a vast selection of diamonds. Graff is the largest producer in South Africa and its cutting and polishing factory in Johannesburg employs more than 300 craftspeople. The company also has cutting and polishing factories in Antwerp, Mauritius and New York. Headquartered in London — also the location of the firm’s flagship store — the jewelry is all designed in the company’s workshop there, handmade by skilled artisans, often trained at Graff.
GIVING BACKBecause his business is closely linked to the history and future of South Africa, Graff is donating all proceeds from the sale of the book to the Nelson Mandela Children’s Fund. The mission of the charity, founded by the South African leader, is threefold: To develop partnerships and initiate programs that empower and improve the well-being of children and youth, promote the rights of children and youth through the influence of public policy and social awareness and sustain these initiatives through the development of a sound financial and knowledgeable support base.
Penned by Meredith Etherington-Smith, editor in chief of Christie’s Magazine, the 196-page tabletop book is filled with images, including photos from the Graff archives. The book is available in bookstores this month. For further information, contact graffdiamonds@cultureshockmedia.co.uk.
Article from the Rapaport Magazine - October 2007. To subscribe click here.