One man’s passion becomes a family legacy for Graff Diamonds

Diamonds may be a girl’s best friend, but the most discerning women know that not just any sparkling rock will do.

For collectors of exceptional gems that transcend the extraordinary, the name to rely on is Graff Diamonds. From the famed 603 carat Lesotho Promise to the Graff Constellation – the world’s largest round brilliant D internally flawless diamond- it has been said that more extraordinary and rare diamonds have passed through founder Laurence Graff’s hands than any other expert in the world.

Often described as the King of Diamonds, Laurence Graff built his sparkling empire on a “lifelong passion” for these captivating stones, sparing no expense to acquire them. But acquiring such exceptional stones is more than just a numbers game for the company – it is about captivating connoisseurs with the romantic, and sometimes mysterious stories of these rare wonders.

“I believe that when you acquire a stone, especially one which is very rare, it is an enormous responsibility,” says Laurence Graff^. “You are not just a diamond trader; you are a collector and guardian while you own it.”

Today, his son Francois Graff has taken over the helms of the family business as its chief executive officer, continuing his father’s legacy of seeking out nothing but the best.

“We are known for the most fabulous jewels in the world, incredible one-of-a-kind pieces that cannot be found anywhere else. We are passionate about each and every diamond that has passed through the House over the course of our history, which includes many of the largest and rarest stones uncovered this century,” says Francois Graff.

To ensure this exceptional approach to fine jewellery remains strongly coded in the company’s DNA, members of the Graff family are involved in various aspects of the business. Laurence’s brother Raymond directs Graff’s jewellery production and his nephew Elliott is responsible for operational logistics, merchandising and design.

This integration of family members in the various aspects of the business is essential for upholding the legacy that Laurence has passed on to them. “What is consistent is that we work together as a family and global team, to strengthen and develop our business. We are involved in every aspect of the process from sourcing and cutting diamonds, to the moment when one of these pieces is sold through our global store network,” says Francois.

“We have a worldwide reputation for the quality of stones we use and the level of craftsmanship imbued into every step of the jewellery making process – it’s something we work to uphold each and every day.”