The latest offering from Graff, Tribal, is dazzling proof that the London-based house never rests on its gilded, diamond-studded laurels.
The luxury jeweler unveiled its new collection on March 20 — just in time for the spring equinox — with a seductive campaign shot in the Atlantis Dunes of South Africa’s Western Cape. Taking inspiration from the celestial elements,
the journey from dawn to dusk, and the timeless power of storytelling, Tribal arrives in Graff’s US boutique this month.
In keeping with the jeweler’s famed use of exceptional diamonds — many of which come from Graff’s polishing and procurement division, Safdico — the collection’s 30-plus pieces feature numerous colorless and yellow diamonds that rival the brilliance of the heavens.
“When we began designing the Tribal jewels, like our ancestors, we looked to the stars for inspiration — the sun and the moon,” says Anne-Eva Geffroy, design director at Graff. An ancient folktale about the girl who created the stars captured the design team’s imagination.
The collection aims to be universal, with no specific demographic or regional market in mind. “We all live under one sky, and the sunrise, sunset and phases of the moon are all witnessed with unerring regularity, wherever we are in the world. The Tribal collection revisits these elemental symbols — ageless motifs that connect us with nature and our roots,” Geffroy declares.
The collection revolves around three motifs: Graff Gateway, featuring abstract oval shapes that symbolize eternal links; New Dawn, in which the diamonds evoke a sunrise breaking over the horizon; and Night Moon, in which a half-moon incorporates a cluster of round and pavé diamonds.
If diamonds are the stars of the show, a colored-gemstone piece is one of the jewelry line’s crowning achievements. The necklace in question “features a magnificent, perfectly matched collection of emeralds, gathered over many years. It captures perfectly the pure and powerful spirit of the Tribal collection, yet stands alone as an extraordinary piece of Graff high jewelry,” says the design director.
Tribal is an enchanting new chapter in the spectacular history of the house Laurence Graff founded in 1960. Geffroy sees it as very much part of the brand’s DNA. “The new collection takes the classic signatures that people associate with our jewels — incredible diamonds and an emotional connection — and pushes them further, with a deeper narrative and [with] the artistry and craftsmanship
taken to new and exciting places.”
graff.com Article from the Rapaport Magazine - May 2021. To subscribe click here.