Graff to Open at South Coast Plaza this Fall

The brand will be showcasing new collections reflec­tive of 1he next generation of the brand. The ne,ves1 campaign brings together tbe brand’s fine diamond collections and high jewelry to capture the many facets of every woman.

Butterfly, Tilda’s Bow, Laurence Graff Signature and Villa La Vigie are the four collections featured . Each collection signifies a new creative journey for Graff; the 1ransformative power of But1:erfly, 1he nostalgic elegance of Tilda’s Bow, the dynamism of Laurence Graff Signature and the strength and beauty of Wild Flower all embrace the path towards a more collection-led approach to storytelling.

With more than 60 years of history, Graff established its reputation of producing historic diamonds, high jewelry and individual pieces. Over rime, Graff has branched into the realm of ground-breaking diamond design and craftsmanship in bridal, watches and fragrance. Graff’s reach has quickly grown into the international sector with more than 60 boutiques, resulting in a new audience for the house.

“As the global reach of the Graff business and audience grows, so too does the need to communicate our core values. In line with this, we have also taken the oppor­tunity to evolve our boutique experience, ensuring it reflects our creative direction with a clear focus on a holistic client experience.” says Francois Graff, Chief Executive Officer.

“We want to ensure that our audiences know exactly who we are and what we stand for. Every jewel we create is crafted with the same exacting precision and devotion as the rare and celebrated stones 1hat have made diamond history. Graff has an incomparable heritage, and it is time for this story to be shared.”