Launched on 17 June 2026, the campaign was photographed by renowned fashion photographer Steven Klein at the iconic Sheats–Goldstein Residence in Los Angeles, a landmark of modernist architecture originally designed by John Lautner in the 1960s. Models Faretta Radic and Akbar Shamji star in the imagery, which captures the collection against the glow of the Los Angeles skyline during golden hour.

While Graff is best known for some of the world’s most important diamonds, the Laurence Graff Signature collection demonstrates how the House has translated the geometry of its gemstones into wearable gold jewellery. Every piece takes inspiration from the facets of a diamond, transforming those precise angles into sculptural forms crafted in yellow, white and rose gold.

A Collection Inspired by the Diamond

The Laurence Graff Signature collection draws directly from the cutting and polishing expertise that has defined Graff for more than six decades.

Rather than replicating the appearance of a gemstone, the collection interprets the facets of a diamond as a design language. Angular surfaces, clean lines and polished contours create jewellery that is instantly recognisable while remaining versatile enough for everyday wear.

According to Graff, each creation is intricately carved from a single piece of solid gold, showcasing the House’s goldsmithing expertise and reflecting its long-standing commitment to craftsmanship.

Francois Graff, Chief Executive Officer, said:

“The Laurence Graff Signature collection has become a true icon of the House – inspired by the facets of our extraordinary diamonds, the design is instantly recognisable, unapologetically bold and deeply rooted in the DNA of Graff. There’s a confidence to the collection that feels both timeless and modern. This campaign is a celebration of that attitude, and of the enduring place the collection holds at the heart of Graff.”

Francois Graff, Chief Executive Office

Los Angeles as the Perfect Setting

The choice of location is central to the campaign’s visual identity.

Perched above Los Angeles, the Sheats–Goldstein Residence is widely regarded as one of California’s most celebrated examples of modernist architecture. Its dramatic lines, expansive glass walls and elevated setting mirror the sharp geometry and sculptural forms found throughout the Laurence Graff Signature collection.

The campaign imagery places the jewellery within this architectural environment, using natural sunlight and the city’s distinctive golden glow to emphasise the reflective qualities of the gold and pavé diamond designs.

The result is a campaign that feels contemporary while remaining firmly connected to the heritage and craftsmanship of the House.

New Designs Expand the Collection

Alongside familiar Laurence Graff Signature pieces, the campaign introduces several new interpretations of the collection’s faceted design language.

Among the latest additions are statement chain-link necklaces, bracelets and earrings in yellow gold, where the collection’s signature facets are reimagined as bold interlocking links. Alternative versions incorporate pavé diamonds, adding additional brilliance while maintaining the architectural character of the designs.

Other campaign looks showcase a contemporary pendant featuring a double chain-link motif suspended from a delicate gold chain, paired with triple-layered hoop earrings and a coordinating ear cuff.

Throughout the imagery, multiple bangles in different shades of gold are layered together, highlighting the versatility of the collection and its ability to be styled in numerous ways.

A further look features a necklace composed of fine looped yellow gold strands connected by a Laurence Graff Signature chain link, while coordinating pendants and rings reinforce the collection’s shared design codes.

Jewellery Designed for Personal Expression

One of the key themes running through the campaign is individuality.

Rather than presenting the collection as a fixed set of matching pieces, Graff encourages wearers to mix metals, layer jewellery and build combinations that reflect their personal style.

Anne-Eva Geffroy, Design Director at Graff, explained:

“Infinitely wearable, every creation from the collection invites the wearer to curate a look that is uniquely their own. Designed and crafted to encourage this spirit of personal expression, it offers endless versatility: mixing metals, playing with proportions and layering scintillating pavé diamond pieces to create a look anchored in individuality.”

Anne-Eva Geffroy, Design Director

This emphasis on versatility reflects broader shifts within the luxury jewellery market, where clients increasingly seek pieces that can move seamlessly between day and evening wear while allowing for individual styling.

Continuing the Laurence Graff Legacy

The Laurence Graff Signature collection remains one of the clearest expressions of the House’s identity.

Inspired by the diamonds that built Graff’s reputation, the collection translates gemstone expertise into gold jewellery that is instantly recognisable yet highly wearable. Through its latest campaign, the House places that philosophy in the spotlight once again, using the architecture, energy and light of Los Angeles to showcase a collection that continues to evolve while remaining rooted in the values that have defined Graff since its founding in 1960.

The Jewels Club Take

Few jewellery houses possess design signatures that can be recognised without a gemstone taking centre stage. The Laurence Graff Signature collection achieves exactly that by transforming the geometry of a diamond into a collection that stands on its own. This latest campaign demonstrates how Graff continues to balance heritage, craftsmanship and modern styling, while broadening the appeal of one of its most established collections.

Discover More

The new Laurence Graff Signature campaign launched across Graff channels on 17 June 2026 and showcases new additions to the collection alongside existing designs in yellow, white and rose gold. Shot by Steven Klein at the Sheats–Goldstein Residence in Los Angeles, the campaign highlights the collection’s distinctive faceted design language and focus on personal expression.

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