Les bracelets de la collection Laurence Graff Signature.
La boutique parisienne luxueusement décorée par Peter Marino.
I ls sont fameux pour leur taille : XXL. Dès ses débuts en 1960, Laurence Graff choisit un positionnement qui deviendra rapidement son image de marque, son identité : le diamant. Qu’ils soient blancs, jaunes, roses ou bleus, il aura les plus gros, les plus beaux : le Star of Bombay, l’Imperial Blue, le Paragon, le Delaire Sunrise, le Wittelsbach-Graff, le Graff Pink, le Graff Perfection, le Golden Empress, le Graff Venus, le Lesotho Promise, le Graff Lesedi La Rona, de 302,37 carats… Devenu maître en son domaine, il joue dans la cour des grands et rivalise avec des maisons de joaillerie centenaires. Les années 1980 le portent aux nues. L’époque est encore au glamour ostentatoire. Liz Taylor est une inconditionnelle, tout comme le sultan de
Promise, and the 302.37 carat Graff Lesedi La Rona… Having built up a solid reputation in the field, he rivalled competitors with centuries of experience behind them and, in the 1980s, a time of ostentatious glamour, counted Liz Taylor and the Sultan of Brunei among his most fervent fans... In the 2000s however, the world, and along with it fashion, went through a change. A taste for somewhat more discrete jewelry appeared… but what’s great about fashion is that it is not carved in stone. And now, some two decades later, major brands are competing with each other for carats. A new clientele has appeared and demand is back. But even though the diamond still plays the starring role, it is the supporting actors that make all the difference. It is vital
Anne-Eva Geffroy Diamonds are forever
Graff jewelry is legendary. Since 2010, however, the company’s young artistic director has had the immense responsibility of renewing their offer, while maintaining the brand’s spellbinding appeal. By Eric Jansen They are famous for their size: XXL. Ever since the early days back in 1960, Laurence Graff defined the company’s brand image and its identity in which, whether they be white, yellow, pink or blue, only the biggest and the most beautiful diamonds would do. The Star of Bombay, the Imperial Blue, the Paragon, the Delaire Sunrise, the Wittelsbach-Graff, the Graff Pink, the Graff Perfection, the Golden Empress, the Graff Venus, the Lesotho
Les diamants ne sont pas tout : la créativité doit aussi faire la différence. Exemple avec la collection Laurence Graff Signature, qui décline les lignes facettées, comme un clin d’œil au diamant.
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