With the unveiling of its latest campaign, Graff turns the spotlight once again to one of its most recognisable and emotive designs: Tilda’s Bow. Launched on 16 February in London, the new campaign reaffirms the collection’s central theme — timeless elegance shaped by unconditional love and bonds that cannot be broken.

The bow has long held symbolic power in jewellery history, but within the House of Graff it carries deeper meaning. Inspired by family connections and continuity, Tilda’s Bow reflects the ethos of a maison that remains a true family business, founded by Laurence Graff in 1960 and now led by Francois Graff, with three generations actively involved in the House.

The Bow as Sculpture

Evoking the fluidity of an immaculately tied silk ribbon, the new campaign presents Tilda’s Bow across necklaces, earrings, bracelets, rings and timepieces. Each piece is handcrafted in the Graff atelier, defined by perfectly tied forms and set with exceptional diamonds.

The hero visual of the campaign introduces a new layered motif: crafted in white gold, the necklace, earrings and ring display flowing ribbons swept to one side, their surfaces illuminated with over 22 carats of Graff diamonds.

Elsewhere in the collection, the bow takes on a more sculptural presence. One necklace and earring suite is formed into a bold, intricate knot with curved, cascading ends, set with pear-shape diamonds and paired with a 10-carat pear-shape solitaire ring. Another interpretation softens the silhouette, with delicate white gold strands forming double-looped bows accented with baguette-cut and round diamonds.

High Jewellery Radiance

The campaign also reveals a striking high jewellery suite anchored by oval Fancy Intense Yellow diamonds. These vibrant stones contrast dramatically against more than 560 white diamonds, with every ribbon edge traced in a line of yellow pavé. The interplay between sunshine tones and crisp white brilliance reinforces the collection’s sense of vitality and emotional warmth.

A further visual features a double-row round diamond necklace sculpted into an asymmetrical bow, centred with a 2-carat oval diamond, styled with coordinating earrings, bracelet and an 8-carat oval solitaire ring.

Across all interpretations, the bow retains its defining qualities — feminine, delicate and rich in symbolism — yet Graff’s designers approach it with contemporary fluidity, allowing loops and curves to feel organic rather than ornamental.

Campaign Vision

Shot in London by Liz Collins, the campaign features models Rosalie Fuchs and Xinyue Guo. The imagery places the bow motif against clean, refined backdrops, emphasising movement and light rather than excess.

For Graff, Tilda’s Bow is not simply a design; it is a reflection of the House itself — legacy tied with precision, continuity shaped with care.

As Anne-Eva Geffroy, Design Director at Graff, comments:

“We are endlessly inspired by the silhouette and sentiment of Tilda’s Bow, and so our designs continue to grow and evolve with new high and fine jewellery interpretations, from classic forms and outlines to sleek and contemporary expressions, as well as creations set with rare yellow diamonds and gemstones.”

Anne-Eva Geffroy, Design Director

The Jewels Club Take

Graff’s renewed focus on Tilda’s Bow underscores the power of a strong design code. In a season where many houses pursue novelty, Graff reinforces one of its most poetic motifs and deepens it through high jewellery precision and rare stones.

The collection succeeds because it balances sentiment with structure. The bow is not decorative nostalgia; it is architectural, controlled and unmistakably Graff.

In tying together legacy and modernity, the House once again proves that its greatest strength lies in its mastery of diamonds — and in the enduring symbolism of forms that speak across generations.

Discover More

Explore Graff’s Tilda’s Bow high and fine jewellery creations and discover how the House continues to reinterpret one of its most iconic motifs. graff.com

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