Iconic jewelry house Graff remakes a 70s image, now worth half a billion dollars.
Text: Katerina Papapostolou
In 1970 Laurence Graff, the jeweler who his diamond empire is worldwide known for the unique and precious diamonds that owns, created an iconic campaign that helped to propel his brand to the forefront of the luxury world. The worth of the diamonds that were used to adorn the model’s hairstyle was $1 million. With that campaign Mr. Graff managed to create a worldwide interest for the luxury jewelry. Speaking about his first version said: “Until this time, images showing fine jewelry were typically modeled in a more conservative style. This image broke the mold by using a younger model and created the idea of diamond being inspirational to younger women. Hair & Jewel created an interest and excitement for the jewelry crafted by Graff, which continues to this day.”
This year wanting to celebrate the 60 years since the start of his career and to mark the opening of his 40th store in Seoul, revives the fabulous campaign of the 70’s. This time the worth of the unique diamonds that adorn the jeweled chignon reaches the worth of $500 million.
Today’s model Dalia Gunther hosts in her hair up-do 22 rare jewels created at Graff’s headquarters in London. The image was photographed by David Slijper, and this time the hairstyle is more specifically sculpted to highlight each jewel’s details. Among the unique jewelry there are some really notable rarities. For example, three large diamond “heart cut “, Graff Sweethearts, as well as other jewelry, obtained from the 550 carats diamond of Letšeng Star, one of the largest in the history of the world.
So ladies, as Shirley sings “I don’t need love, unlike men diamonds never lie to me! Diamonds are forever –unfortunately for those who can afford them!-“