What Graff does

Graff is a privately held luxury high jewelry house founded in 1960 by Laurence Graff OBE in London, specializing in the acquisition, cutting, and crafting of some of the world's most exceptional diamonds and gemstones. The company holds custody of record-breaking stones including the Graff Lesedi La Rona (302.37ct), Graff Venus (118.78ct D Flawless heart shape), Graff Pink (23.88ct Fancy Vivid Pink), Imperial Blue (39.31ct), and Wittlesbach-Graff (31.06ct), each certified by the GIA as benchmark specimens. Graff's core technology combines proprietary diamond analysis software, laser cutting technology, and classical polishing techniques executed by master craftsmen, including specialists with 40+ years of experience capable of handling rough diamonds exceeding 1,000 carats.

Graff operates an exclusive direct-to-consumer distribution model through 60+ boutiques in prime luxury locations across London (New Bond Street), Paris (Place Vendôme), New York (Madison Avenue), Tokyo (Ginza), Shanghai, Beijing, Hong Kong, Seoul, Singapore, Dubai, Geneva, and Stellenbosch, complemented by a global e-commerce platform and appointment-based concierge sales. The product portfolio spans High Jewelry (one-of-a-kind masterpieces), fine jewelry collections (Laurence Graff Signature, Butterfly, Wild Flower, Tilda's Bow, Classic Graff, Icon, Spiral), engagement and bridal rings, unique timepieces, watches, fragrance, and gifts. Adjacent businesses include the Delaire Graff Estate (luxury hospitality in South Africa) and The Facet Foundation.

The customer base is concentrated in Ultra-High-Net-Worth Individuals (UHNWIs) seeking the world's most exceptional diamonds for investment, status symbolism, and generational heirlooms, with secondary segments in bridal jewelry buyers and diamond collectors. Sales are conducted through private boutique appointments with non-publicly-disclosed pricing. Revenue is not publicly disclosed, and the company remains under the ownership and leadership of founder Laurence Graff with no external investment, PE involvement, or public listing.

Name

Graff

Legal name

Graff Diamonds New York Inc.

Website

https://graff.com

Company type

Private

Founded year

1960

Operating status

Operating

Headcount range

501–1,000 employees

Short description

Graff is a privately held luxury high jewelry house founded in 1960, specializing in the acquisition, cutting, and crafting of record-breaking diamonds and exceptional gemstones for Ultra-High-Net-Worth Individuals through 60+ boutiques worldwide.

Ownership category

akta.pro rank

Product category

Luxury High Jewelry

NAICS

Jewelry and Silverware Manufacturing (33991), Jewelry Retailers (45831)

SIC

Jewelry, Precious Metal (3911), Retail-Jewelry Stores (5944)

akta.pro primary industry

High Jewelry & Haute Joaillerie (CRAKAAAE)

akta.pro secondary industry

Custom Bridal & Engagement Design (CRAKAHAB)

Keywords

• Luxury jewelry
• High jewelry
• Diamond cutting
• Fine jewelry
• Bridal jewelry

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices13 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Personnel, Operations, Marketing or Sales, Infrastructure

Revenue model

1. High Jewelry Sales: One-of-a-kind high jewelry pieces featuring rare diamonds and gemstones, including famous world-class diamonds. Sales through boutique appointments and private viewings.
2. Fine Jewelry Collections: Signature collections including Laurence Graff Signature, Butterfly, Wild Flower, Tilda's Bow, Classic Graff, Icon, and others. Products include rings, necklaces, pendants, earrings, bracelets, and watches.
3. Engagement & Bridal: Engagement rings featuring signature designs (Promise, Icon, Paragon, Flame, Legacy, Constellation) and wedding bands for men and women.
4. Unique Solitaires: Exceptional center stones with remarkable rarity, featuring D Flawless diamonds and colored gemstone pieces in unique high jewelry compositions.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels6 records

Core offering

Graff designs, handcrafts, and sells luxury high jewelry, fine jewelry collections, engagement and bridal rings, and unique timepieces featuring rare diamonds and gemstones. The company operates its own workshops in Mayfair, London, and distributes through 60+ boutiques worldwide and a direct e-commerce platform, serving ultra-high-net-worth individuals with one-of-a-kind pieces and signature collections.

Product overview

Graff is a luxury high jewelry house offering an extensive portfolio of products centered around exceptional diamonds and gemstones. The core offering includes High Jewelry (one-of-a-kind masterpieces with rare diamonds, emeralds, rubies, and sapphires), fine jewelry collections (Laurence Graff Signature, Butterfly, Wild Flower, Tilda's Bow, Classic Graff, Icon, Spiral), Engagement & Bridal rings (Promise, Icon, Paragon, Flame, Legacy, Constellation), Unique Timepieces (high jewelry secret watches), and Unique Solitaires/Creations. Graff also showcases famous historic diamonds including the Graff Lesedi La Rona (302.37 carats), The Infinity Diamond (157.80 carats), The Graff Venus (118.78 carats), The Eternal Twins (two 50.23 carat stones), The Graff Vendôme (105.07 carats), The Golden Empress (132.55 carats), and rare colored diamonds including The Graff Pink and Wittlesbach-Graff. Adjacent offerings include watches, fragrance, and curated gifts.

Differentiator

Problem solved

Functional benefit

Brands

• Laurence Graff Signature: The signature collection featuring distinctive faceted chain designs with angular facets and radiating brilliance, including pavé diamond pieces, bracelets, rings, necklaces, and earrings.

Products and services

• High Jewelry Graff's flagship high jewelry collection featuring one-of-a-kind masterpieces adorned with rare diamonds and gemstones, including white diamonds, yellow diamonds, emeralds, rubies, sapphires, and rare fancy colored diamonds. Designed and handcrafted by Graff's master artisans for ultra-high-net-worth clients.
• Laurence Graff Signature Collection The house's signature collection featuring bold, stackable rings with angular facets and radiating brilliance, alongside necklaces, earrings, bracelets and pendants in the distinctive faceted silhouette style.
• Butterfly Collection Nature-inspired jewelry collection featuring diamond-set flowers, insects and butterfly motifs with delicate pavé work and colorful gemstone accents.
• Wild Flower Collection Floral-themed jewelry collection inspired by nature with delicate flower motifs and gemstone embellishments.
• Tilda's Bow Collection Playful bow-themed jewelry collection featuring ribbon and bow motifs with diamond and gemstone detailing.
• Classic Graff Collection Timeless elegant jewelry pieces featuring round brilliant and oval cut diamonds with classic, understated designs.
• Icon Collection Modern jewelry collection featuring iconic design elements with bold geometric forms and exceptional diamond craftsmanship.
• Spiral Collection Contemporary spiral-themed jewelry featuring twisting forms with diamond pavé and distinctive architectural design.
• Engagement Rings Rarefied solitaire engagement rings including Promise, Icon, Paragon, Flame, Legacy, Constellation and Laurence Graff Signature collections, available in round, emerald, pear, oval, heart, radiant, cushion and marquise cuts.
• Wedding Bands Wedding bands for her, for him, eternity rings and couples' rings crafted in white gold, rose gold, yellow gold and platinum.
• Unique Timepieces High jewelry secret watches featuring exceptional diamonds and gemstones, including the Oval Diamond Secret Watch (65.76 carats), Abstract Diamond Watch (13.58 carats), and Pink Diamond Watch (15.98 carats), combining artisanal craftsmanship with horological sophistication.
• Unique Solitaires Exceptional solitaire jewelry showcasing extraordinary diamonds and gemstones in one-of-a-kind designs, featuring D Flawless diamonds ranging from 5 to 23 carats.
• Unique Creations One-of-a-kind high jewelry pieces featuring rare colored diamonds, emeralds, rubies and sapphires, handcrafted with extraordinary craftsmanship and exceptional gemstones.
• Watches Luxury timepieces including high jewelry watches and fine watch collections.
• Artistry in Motion Butterfly Brooches A collection of 12 remarkable High Jewelry brooches featuring the iconic Butterfly silhouette, including pieces named Seraphina, Tamara, Freya, Eva, Marina, Athea, Lina, Sylvie, Luna, Daphne, Flora, and Selene, each inspired by art, architecture and designs from the Graff archive.
• 1963 Suite High Jewelry Collection Paris High Jewelry 2025 collection featuring Graff's 1963 suite referencing the swinging sixties, showcased during Paris Haute Couture Fashion Week.
• Fragrance Luxury fragrances from Graff.
• Gifts Curated gift selections including gifts for her, ultimate gifts, classic gifts, anniversary gifts, contemporary gifts, iconic gifts, couples gifts, and gifts for him.

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Piaget: Richemont-owned maison combining high-jewelry with high-end watchmaking. Comparable to Graff in the unique-timepiece and high-jewelry crossover (Graff's 'Unique Timepieces' line and Piaget's 'Metaphoria'), and in DTC boutique-led model.

Direct peers

• Bulgari: LVMH-owned Italian maison with deep high-jewel and colored-gemstone heritage (Mediterranea, Serpenti, high-jewelry collections). Overlaps with Graff on high-jewelry, fine jewelry and watches, UHNW clientele, and global DTC distribution.
• Harry Winston: Founded as the 'King of Diamonds' and now part of the Swatch Group, Harry Winston is one of the closest direct comparables to Graff: high-jewelry masterpieces centered on exceptional named diamonds (Winston Legacy, Hope), bridal, and watches, sold through a global boutique network.
• Chaumet: LVMH-owned Place Vendôme jeweler with a tiara and high-jewelry heritage (Joséphine, Bee My Love). Comparable to Graff in haute joaillerie positioning, bridal and engagement jewelry, and Paris Haute Couture Week presentations cited in Graff's own marketing commentary.
• De Beers: Anglo American-owned diamond miner and jeweler that controls much of the rough-diamond pipeline Graff sources from. Direct comparable on rare-diamond storytelling, bridal offerings, and high-jewelry presentations at Paris Haute Couture Week (cited alongside Graff).
• Tiffany & Co. Owned by LVMH, Tiffany is one of the world's most recognized fine jewelry maisons with a global boutique network. Comparable to Graff across fine and high jewelry, bridal, and luxury gifting; cited at ~$4.0B in the same scale commentary as Graff.
• Van Cleef & Arpels: Richemont-owned high-jewelry maison with iconic signature collections (Alhambra, Mystery Set). Direct peer to Graff in haute joaillerie, UHNW clientele, and Paris Place Vendôme flagship presence alongside Graff's boutique.
• Cartier: Part of Richemont, Cartier is the global benchmark for high jewelry and watches, operating 1,200+ points of sale. Directly comparable to Graff in product category (high jewelry, engagement, watches), target customer (UHNW), and DTC boutique model, and identified as a scale reference point in Graff's own market commentary.
• Boucheron: Kering-owned Place Vendôme jeweler known for high jewelry and signature collections (Quatre, Serpent Bohème). Regularly presents alongside Graff at Paris Haute Couture Week; comparable on haute joaillerie focus and boutique-led DTC model.
• Chopard: Family-owned Swiss maison combining haute joaillerie with high-end watchmaking. Comparable to Graff in independent ownership structure, high-jewelry and bridal offering, Cannes/red-carpet visibility, and global flagship boutique presence.

Market position

Strengths5 records

Weaknesses6 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/graffdiamonds

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Subsidiaries2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Graff