Graff High Jewelry: From Mine to Masterpiece
What to consider when shopping Graff Jewelry and Graff Diamonds.
Graff History
The exceptional diamond and colored gemstone jewelry house, Graff, was founded in 1960 by Laurence Graff. The London-based jeweler dubbed the “King Of Bling”, broke into the competitive world of high jewelry and remains one of the top players today. The company is fully family-owned and only operates through its brick-and-mortar storefronts. Graff is known for having the highest-quality diamonds and concentrates on the high jewelry market. Graff's business strategies are unique and set them apart from competitors. They are the only company of the high jewelry brands that control end to end production including mine to final jewelry creation. Graff mines the rough stones, cuts and polishes the gems and designs and finishes every jewelry creation in house. Competitors like Cartier, Tiffany & Co., and Harry Winston only produce the final product within the creation process. Graff's process involves more risk than its competitors but also ensures quality control at all stages. Graff is one of the leaders in the high jewelry segment and its brand is synonymous with the most exquisite diamond and gemstone jewelry.
Graff High Jewelry Competitors
Within the high jewelry brands, Graff competes with other top jewelry and watch houses. Competitors include Tiffany & Co., Harry Winston, Cartier, Van Cleef & Arpels, and Bulgari. What makes Graff stand out is their access to the largest gemstones, their spectacular cuts, and the ultra-high-end market sector. Compared to Tiffany & Co., whose majority business operates within the mass market sectors, Graff targets the high jewelry market and ultra-wealthy clientele. The price of their jewelry creations reinforces Graff’s positioning. It is estimated that Graff average selling price is over $100,000, significantly higher than its peers. Graff's vertical integration and control of all aspects of the product chain is another distinguishing factor. Graff has a majority stake in South African Diamond Corp, a rough diamond wholesaler and manufacturer. Graff is also known for its impressive diamond inventory. Graff is known for sourcing the largest and most historically significant diamonds. Graff's exceptional inventory, diamond quality, and craftsmanship have landed the diamond jewelry house at the top with other more established brands.
Graff Diamonds
A Graff diamond ring is one of the most sought after luxury engagement ring brands. The high jewelry brand is known for selecting spectacular diamonds and controls the process from mine to final product. Like other luxury jewelry brands, Graff diamond engagement ring business is focused on high quality diamonds 3 carats and larger. Drew Barrymore wears a 4-carat radiant-cut ring by Graff. Her ring is estimated to be around $80K. Sotheby's jewelry auctions often include incredible Graff diamond rings. Recently, Sotheby's sold a 21.54-carat Oval-Shaped Graff Diamond Ring sold for $1.4 million in June 2024. Sotheby's also regularly sells Graff colored diamond rings.
One of the most famous Graff diamonds is the Graff Pink. This 24.76-carat Fancy Intense diamond was sold at Sotheby's auctions in 2010 for $46M to Laurence Graff. When he purchased it, the GIA report stated that the diamond may be Flawless after repolishing. Graff repolished and removed around one carat making it 23.88 carats, a Natural Fancy Vivid Pink Internally Flawless Type IIa diamond. This unique diamond is a testament to Graff’s eye for spectacular gems and his ability to create one-of-a-kind diamonds.
The $55 million Graff Hallucination watch was first introduced at Baselworld 2014. The quartz watch is set with over 110 carats of colored diamonds. Half of the carat weight includes diamonds that are 2 to 3 carats which took a considerable amount of time to source. A team of 30 Graff specialists worked on the watch. While the watch wasn't sold but was believed to showcase the artisans and Graff's ability to source a wide range of incredible colored diamonds.
The Allure of Graff Jewelry
Since the inception of the jewelry house, Graff has attracted royals, celebrities, and high-net-worth clients. Celebrities like Elizabeth Taylor, Oprah Winfrey, Victoria Beckham and the Sultan of Brunei have all been regular clients of Graff. The house is known for its spectacular long-held relationships and client services. When it comes to looking at Graff jewelry in the secondary market, some of the best creations are bespoke and made with the highest quality gems. Sotheby's jewelry specialist work hard to source the most exceptional diamonds and gemstones Graff. Almost all Graff creations are made from the highest quality diamonds with color from D-F on the color scale. Design is another key factor to consider when looking at Graff jewelry. On Sotheby’s Marketplace, there is a curated selection of Graff pendant necklaces that display the house's diamond intricacy and eye for design. Another important consideration when shopping for all high jewelry is ethics. Graff is committed to the Kimberley Process, ensuring all diamonds are mined from conflict-free zones.
Graff is a leader in diamond and gem stone jewelry and continues to create some of the most exceptional pieces in the luxury market. Graff has a small collection of jewelry creations under $100,000 but most most of Graff's business is focused on high jewelry creations priced well above $100,000. Graff is most known for diamond jewelry but Graff also sells jewelry featuring rubies, sapphires and emeralds. Graff is also very well known for colored diamonds including yellow and pink diamonds. Their direct channel to rough-cut gems, eye for the highest quality, and commitment to timeless designs make the diamond company one of the most luxurious jewelers in the world.
Buying and Selling Graff Jewelry
Buying and Selling Graff Jewelry at Sotheby's
Sotheby's is here to assist with your Graff jewelry purchase or sale. We have a curated selection of Graff jewelry available on Marketplace for immediate shipping. High Jewelry Graff creations start at $100,000. In addition to the Graff jewelry listed on the marketplace or available at auction, Sotheby's is also able to source incredible high jewelry pieces from its global supplier network include jewelry from Graff.
- Explore upcoming jewelry at auctions in New York, London, Switzerland, Paris, and Hong Kong.
- Speak to a Salon Associate in New York, Zurich or Hong Kong to schedule an appointment.
- Speak to a Jewelry Specialist about selling Graff jewelry.
Trust our worldwide network of leading jewelry specialists from a globally renowned auction house with a 280-year history.
