Graff announces new vertical brand campaign

Graff has announced the launch of a new vertical brand campaign, bringing together
creations from its fine diamond collections and high jewellery.

The campaign will feature Dutch model Rianne Van Rompaey who is a new face for the brand.

The campaign features four key collections; Butterfly, Tilda’s Bow, Laurence Graff Signature and Wild Flower.

The brand said it signifies a new creative direction for Graff, aligning with a comprehensive refocusing of its communications.

Francois Graff, chief executive officer at Graff, said: “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.

“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 that have made diamond history. Graff has an incomparable heritage, and it is time for this story to be shared.”

Bernadette Kennedy, chief marketing officer, added: “Graff is attracting new clientele, whether through the craftsmanship and artistry of its high jewellery pieces or its contemporary diamond collections, which are beautifully designed to be worn every day.

“As a result, we have worked to refine our brand focus to ensure we are clearly and succinctly communicating the unique nature of Graff to our audiences within every category. Moving from individual collections and high jewellery campaigns to creating a single universe creates a tangible message that speaks to all; Graff truly is the home of the most fabulous jewels in the world.”