FASHION · JEWELLERY
Gold, Cut Like a Diamond: Graff’s Laurence Graff Signature Campaign
Shot by Steven Klein above Los Angeles, Graff’s new campaign turns the facets of its signature diamond into solid gold.
Graff has never been shy about gold, but its latest campaign makes the metal the whole argument. For the new Laurence Graff Signature collection, the House takes the multifaceted cut of its signature diamond and renders it in solid yellow, white and rose gold, each piece carved from a single block. The result reads less like jewellery inspired by a stone, and more like a diamond translated into another material entirely.
THE SETTING
Golden Hour, Above Los Angeles
The campaign was photographed by Steven Klein at the Sheats-Goldstein Residence, John Lautner’s 1960s landmark of Los Angeles modernism. Models Faretta Radic and Akbar Shamji wear the collection against the city’s skyline as the light turns, each angular facet catching the last of the sun. The location is deliberate: hard architecture, soft California glow, and gold that behaves like both.
THE COLLECTION
A Diamond, Worn as Gold
Every Laurence Graff Signature creation traces the precise, multifaceted cuts of the House’s signature stone. Available in sleek gold or set with pavé diamonds, the pieces run across necklaces, pendants, bracelets, bangles, earrings, ear cuffs and rings, all of them unisex.
THE HOUSE’S VIEW
Bold, and Rooted in the DNA
Francois Graff, the House’s chief executive, calls the collection “a true icon of the House, inspired by the facets of our extraordinary diamonds.” He describes a design that is “instantly recognisable, unapologetically bold and deeply rooted in the DNA of Graff,” with a confidence “that feels both timeless and modern.”
THE PIECES
Chain Links and Stacking Gold
One image reimagines the faceted design as bold chain links: a statement yellow gold necklace, bracelet and earrings, with alternative motifs set with pavé diamonds. Another layers a double-chain-link pendant with triple hoop earrings, an ear cuff and stacking bangles in different shades of gold.
THE THINKING
Made to Be Mixed
Design director Anne-Eva Geffroy frames the collection as “infinitely wearable,” built for personal expression through “mixing metals, playing with proportions and layering scintillating pavé diamond pieces.” It is jewellery designed to be curated by the wearer, rather than worn to a formula.
THE HERITAGE
Sixty-Five Years of Cutting Light
Graff has worked at the top of high jewellery since Laurence Graff founded the House in 1960. Its name sits behind some of the century’s most important stones, from the 302.37 carat Graff Lesedi La Rona to the Graff Pink, a lineage of discovering, cutting and polishing that the Signature collection quietly carries.
THE CAMPAIGN, IN BRIEF
The Details
Collection: Laurence Graff Signature.
House: Graff, founded 1960, London.
Materials: solid yellow, white and rose gold, with optional pavé diamonds.
Pieces: necklaces, pendants, bracelets, bangles, earrings, ear cuffs and rings, unisex.
Photographer: Steven Klein.
Location: Sheats-Goldstein Residence, Los Angeles.
Models: Faretta Radic and Akbar Shamji.
Launch: 17 June 2026, across Graff channels.
Gold, and the Confidence to Keep It Simple
In the Gulf, gold has never needed a reason. It is inheritance, celebration and everyday adornment at once, which is exactly why a collection this pared back lands here. Graff’s move is to trust the material and the cut, and let the wearer do the styling.
For Boujeez, the most modern luxury is not the loudest piece in the room, but the one confident enough to be worn every way, by anyone, and still read as unmistakably yours.
Explore the collection at Graff.