In an exclusive interview with Luxe.CO, François Graff, the second-generation leader of the British high jewelry brand GRAFF, proudly stated, “Among high jewelry houses of our scale, we are one of the few that remain a family business.”
Recently, GRAFF launched the Asia debut of its 65th Anniversary Global Exhibition Tour at the MoCA West Bund in Shanghai. This marks the brand’s first-ever exhibition open to the public, and the first time it has presented its legendary history in an exhibition format.
Key members of the Graff family include François Graff, CEO and son of the founder, and Elliott Graff, Managing Director and nephew of the founder, who attended the opening in person.
François Graff had a tightly packed itinerary during his visit to the Chinese Mainland. In addition to Shanghai, he also visited Beijing and Shenyang to inspect the brand’s newly opened boutiques.
For a long time, GRAFF has carried a sense of mystique in the minds of Chinese consumers. Now, the family-run high jewelry house is increasingly amplifying its brand voice. The 65th anniversary exhibition in Shanghai sends a clear signal in this direction.
Taking the exhibition as an opportunity, François Graff spoke candidly with us about his reflections on leading a family business and the principles he upholds in doing so.
1. “GRAFF is a family name. Mr. Graff will always be at the service of our clients.”
Laurence Graff OBE, the founder of GRAFF, is now 87 years old. Several sections of the 65th anniversary exhibition center on the story of this legendary figure who embodies the spirit of the brand.
For his contributions to the jewelry industry, Laurence Graff OBE has received the Queen’s Awards to Industry five times and was awarded the Officer of the Order of the British Empire on the Queen’s Birthday. Historic photographs and a dinner menu in the “Family Heritage” section commemorate this prestigious moment.
Above: In 2013, Laurence Graff OBE was awarded the title of Officer of the Order of the British Empire
Laurence Graff OBE entered the jewelry workshop as an apprentice at age 15. He founded his first company at 18, and launched the GRAFF brand in 1960 at the age of 22. From there, he traveled the globe to expand the business, relentlessly pursuing larger and rarer diamonds and gemstones, eventually opening GRAFF boutiques around the world.
The “Family Heritage” section also recreates his office in London, displaying many precious personal items, such as specialized tools for measuring gemstones and a leather case he used to carry stones to exhibitions and client meetings worldwide.
Above: Laurence Graff OBE in Hong Kong in 1970
Laurence Graff OBE has dedicated his life to jewelry. In a short video shown at the exhibition, his voiceover encapsulates his lifelong commitment to GRAFF’s mission: “My life’s work is to create the finest, find the finest, and pass them on.”
Speaking about his father’s legacy, François Graff shared, “Our brand has a remarkable story. GRAFF is built on a foundation of core principles and an exceptional philosophy. These were established by my father and have been strictly upheld by him throughout his life. We continue to carry these values forward in how we manage the brand.”
“At the pinnacle of the jewelry industry, our uncompromising standards for every piece are the foundation of our reputation. We will never deviate from that.”
Above: Laurence Graff OBE at work
Throughout the interview, François Graff repeatedly emphasized his father’s journey from humble beginnings and highlighted GRAFF’s unique identity as a family business. He proudly stated, “Among high jewelry houses of our size, we are one of the few family businesses. That’s quite rare among large companies.”
“I believe that family businesses often operate with similar values and principles. We are not swayed by external forces. Instead, we are driven by the desire to safeguard the brand, placing purity, authenticity, and integrity at the heart of everything we do. The brand itself is our most valuable asset.”
François Graff believes it is precisely this essence of a family business that shapes GRAFF’s uniqueness in the world of high jewelry. He elaborated on this from three key perspectives:
First, GRAFF has achieved complete control over its supply chain and products. “From sourcing rough stones to cutting and ultimately crafting exceptional masterpieces, GRAFF is involved in every step.”
Second, being a family business allows the brand to stay true to itself and cultivate a long-term vision. François Graff explained, “Public companies have many restrictions and must deliver results every quarter. We, however, can pass down our values and principles through generations and operate on a much longer time horizon.”
Maintaining long-term consistency is the most important lesson François Graff has learned from his father. He said, “I’ve learned a lot of technical things from my father, but nothing is more important than this. He started with a vision and remained true to it for life. I hope to carry that same quality forward and pass it down through generations.”
He believes that this long-term mindset is the foundation of both GRAFF’s product expertise and its business success.
When it comes to craftsmanship, “We spend a lifetime becoming experts. Time and experience are irreplaceable.”
When it comes to business, “If we stay true to our brand and to our values, I believe commercial success will naturally follow.”
Above: François Graff with his father
The third point is the emotional value represented by a family business.
François Graff explained, “Every diamond is personally selected by a member of the family. When an engaged couple knows that the ring they purchase has been handled with care by our family, it becomes something more than just a factory-made product.”
He also shared with us a letter he recently received from a client. This customer had bought a 1-carat GRAFF diamond ring for his wife 25 years ago. Now, having achieved success in his career, he hoped to purchase a 10-carat diamond ring for her. As the original salesperson had passed away, the client wrote directly to François Graff.
François Graff said, “As a family business, it is our honor to still be able to serve the same client 25 years later. I believe it is the expertise and sincere emotion we invest in every piece that deeply moves couples like this one—there is love in it. We are delivering love and happiness, and that is the business we hold most dear.”
Today, the third and fourth generations of the Graff family have already joined the company. François Graff said, “They will continue to uphold the principles my father has always followed.”
“Many new customers know there is a Mr. Graff. In fact, there is more than one Mr. Graff. What matters is that you know there is a family who genuinely cares about every client. This is not a short-term commitment of five or ten years—we are here forever.”
2. “Quality is the only way to preserve value”
At the final section of the seven themed areas of GRAFF’s 65th anniversary exhibition, a stunning diamond tiara, “The Graff Infinity Diamond,” made its grand appearance. At the center is the legendary 157.80-carat D-color heart-shaped diamond, “The Infinity Diamond,” surrounded by 18 heart-shaped diamonds.
“The Infinity Diamond” is one of the largest heart-shaped diamonds in the world, cut from a 373-carat rough stone. Due to its size, GRAFF’s experienced craftsmen took over a year to complete the entire polishing process.
Above: The Graff Infinity Diamond tiara and The Infinity Diamond
Interestingly, when it was discovered that this rough stone came from the same larger rough as the 1,109-carat “Lesedi La Rona,” Laurence Graff OBE acquired both stones, reuniting these two rare gems.
“Lesedi La Rona” was, at the time, the second-largest rough diamond in the world. It led to the creation of another renowned GRAFF diamond—the 302.37-carat “The Graff Lesedi La Rona,” the largest D-color, flawless diamond of top grade ever certified by the GIA, and the world’s largest square emerald-cut diamond.
At the exhibition, visitors can explore in detail the many milestones GRAFF has achieved in the history of fine jewelry.
Above: Laurence Graff OBE with The Graff Lesedi La Rona. In the “Legendary Diamonds” gallery, visitors can see precious, to-scale replicas of many of GRAFF’s historic gems.
Above: The “Classic Collection” gallery presents GRAFF’s signature modern pieces, including the Butterfly collection, which has evolved over half a century; the Tilda’s Bow collection, inspired by family bonds; the Laurence Graff Signature collection, inspired by the facets of round brilliant-cut diamonds; and the Wild Flower collection, which interprets the romanticism of English gardens.
Above: The “High Jewelry” gallery showcases GRAFF’s extensive resources in colored diamonds and colored gemstones, featuring vivid yellow diamonds, delicate pink diamonds, deep blue diamonds, and rubies, sapphires, and emeralds from premium sources.
Up close, these magnificent stones reveal GRAFF’s particularly striking fire. Even under natural light, they reflect dazzling, colorful sparkles.
François Graff explained that this visual effect is the result of two core strengths at GRAFF: “meticulous control over gemstone quality” and “artistic elements in cutting.”
“In selecting gemstones, we have many criteria to ensure each one is as beautiful as we expect. And we cut each gemstone according to our own judgment. Each piece must meet our standards before it is delivered to the client.”
In terms of rough stones, GRAFF enjoys priority access due to strong partnerships with several mining companies. The industry generally believes that GRAFF has handled more extraordinary diamonds than any jeweler in any era.
In terms of cutting, GRAFF always places the gemstone as the centerpiece. The brand’s gemologists often spend months exploring every possibility to determine the optimal cutting method, even at the cost of reducing the carat weight, all to achieve greater brilliance and purity.
Above: In the “Diamond Excellence” section, visitors can learn about GRAFF’s various cutting styles—from the sparkle of round cuts, the geometric rhythm of emerald cuts, to the romance of heart-shaped cuts, the elegance of oval cuts, and the liveliness of pear-shaped cuts.
When asked to summarize GRAFF’s jewelry creations in three words, François Graff chose excellence, perfection, and value. He emphasized, “Quality is the only way to preserve value. Clients always tell me: ‘Mr. Graff, we forgot the price long ago. The only thing we remember is the quality.'”
3. Letting Time Shape Growth in the Chinese Market
Bringing the Asian debut of GRAFF’s 65th Anniversary Exhibition to Shanghai is a clear reflection of the brand’s strong commitment to the Chinese market.
François Graff stated confidently, “The Chinese market is very, very important. It cannot be ignored. It is a huge market, and many consumers here desire iconic brands with exceptional quality.”
“More than that, Chinese consumers have a cultural appreciation for diamonds and gemstones. This is a kind of social and cultural understanding that we do not always find in other countries.”
François Graff enthusiastically shared with us his personal connection to Shanghai. It was the first city he visited in the Chinese Mainland 21 years ago, when he traveled with his wife, who was newly pregnant at the time. “So this city holds special meaning for me.”
Speaking about the choice of exhibition location, he said, “The local audience here has a deep appreciation for craftsmanship, excellence, and quality — these are exactly the values we represent.”
When asked why GRAFF chose this moment to begin a deeper conversation with the public, François Graff explained, “In China, GRAFF is still a relatively new brand, but it is gradually maturing. For us, the most important thing we can do right now is let more people get to know us, and build communication with those who are interested in our brand.”
He also shared his thoughts from a consumer perspective: “The Chinese audience is filled with curiosity. They want to understand the story behind a brand — and that’s very important.”
“This exhibition, our first ever open to the public, is a kind of miracle. It will allow people to understand more about the GRAFF brand and the family behind it. We are trying to convey the brand’s history and to show our consistency to our clients and new friends.”
This year, GRAFF opened new stores in Beijing WF Central and Shenyang MixC. The flagship at WF Central is also the brand’s first duplex flagship store in the Chinese Mainland. Currently, GRAFF has 13 boutiques across the Chinese Mainland.
Above: GRAFF Beijing WF Central Flagship Store
Above: GRAFF Shenyang MixC Store
François Graff said, “I believe that physical stores will always matter, because when people shop for jewelry, they are seeking an intrinsic value or emotional resonance. The experience of touching, feeling, and walking into a store with your partner — that’s irreplaceable.”
As for the brand’s future development in the Chinese market, François Graff said, “We are going to take a long time to build awareness — slowly.”
Throughout the interview, François Graff repeatedly emphasized this slow and steady approach. “Taking it slow is the only way to build a real business. Pursuing perfection day after day, over a long period of time, will naturally lead to brand growth, and consumers will feel the authenticity of the brand.”
This elegant slowness is precisely the distinctive tone of GRAFF as a family enterprise — a brand story woven over generations. In today’s rapidly shifting business environment, such a quiet strength is all the more rare and valuable.
Before saying goodbye, François Graff added, “You can imagine that 40 years from now, my descendants will return to China and tell the same story.”
| Image Credit: Courtesy of GRAFF
| Editor: Zhu Ruoyu
