Graff ’s golden ode to light, love and timeless radiance

Bathed in sunlight and rich in symbolism, Graff’s latest campaign, Endless Summer, perfectly captures the feeling of the summer season. One of warmth, of freedom, of brilliance. It’s a modern ode to connection, creativity and the transformative power of light, interpreted through some of the world’s most coveted gems.

Yellow diamonds, Graff’s signature gem, take centre stage. Described by Design Director Anne-Eva Geffroy as evoking “the sun rippling in the sea”, these rare stones shine through the collection like beams of captured sunlight. In the Tilda’s Bow necklace, two strands of yellow and white pavé diamonds twist and knot at the collarbone, leading to a spectacular pair of Fancy Yellow pear-shaped stones. The effect is both classic and daring, the kind of statement that lingers long after the sun sets.

Elsewhere, a Toi et Moi ring pairs a 6.03-carat Fancy Vivid Yellow diamond with a 4.60-carat D Flawless counterpart, a dazzling tribute to the power of duality.

The Be Together collection takes that concept further: two sculptural loops, one gleaming in gold, the other set with pavé diamonds, are forever entwined. It’s a minimal yet poetic symbol of love, unity, and the bonds that shape us.

A recurring motif in the campaign is movement, both physical and emotional, as well as artistic. The Spiral collection is reimagined with voluminous curves and dynamic form, offering a bold, modern expression of energy. These are not static jewels; they pulse with light and intention.

Shot beneath open skies and golden hours, the campaign visuals add another layer to the story. Jewels are shown not just worn, but alive, glistening against bare skin, shimmering beside water, glowing with warmth and purpose. Graff’s summer is one of elegant self-expression, of stacking and styling, of fluid lines and confident silhouettes.

With over six decades at the pinnacle of haute joaillerie, Graff remains peerless in its craftsmanship and curation of exceptional stones. But Endless Summer proves the house is equally fluent in mood and meaning. These pieces do more than decorate; they narrate.

Through these sunlit creations, Graff invites us to dwell in a moment that doesn’t end with the season. A summer that is, quite literally, eternal.

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JEANETTE WICHMANN