Graff, a renowned name in the world of diamonds, founded by Laurence Graff, also known as the “King of Diamonds,” has long been synonymous with the finest, largest gemstones. The brand, initially known for its discretion, has recently taken a more public-facing approach. Graff’s latest move is the opening of its ninth salon in the United States, the first new American boutique in over a decade. This 1,800-square-foot boutique is located in South Coast Plaza in Costa Mesa, California, marking a significant shift in Graff’s retail strategy.
While Graff maintains its commitment to high jewelry, such as a stunning diamond necklace featuring a 50.08-carat D flawless Type IIA oval diamond, along with 100 carats of various other cut stones, the new store introduces a broader selection of fine jewelry. This includes engagement and wedding rings, as well as “collections” pieces adorned with everyday diamonds.
According to Marc Hruschka, the CEO and president of Graff USA, “Graff has been for 60-plus years a true high jeweler, stone-driven, best of the best, and that was Mr. Graff’s original vision. That’s our true north, if you will. At the same time, over the last decade or so, we’ve had pretty extraordinary demand in the bridal category. It really started in the Asia/Pacific market and became a true phenomenon for us globally. In order to have a collection you can show properly, you have to have a designated area in the store for that, which we’ve done here. In addition, our everyday diamond collections—Butterfly, Wild Flower, Threads—start at $2,000 and go up from there.”
While Graff embraces a broader selection, high jewelry remains a focal point. The salon features gala-worthy jewels adorned with Colombian emeralds, unheated rubies and sapphires, and Type IIa diamonds, starting at approximately $135,000.
The boutique also offers a V.I.P. room with luxurious furnishings and a fragrance collection inspired by the Graff Lesedi La Rona diamond. Graff is expanding its visibility at a time when the fine jewelry market is navigating a shift from the exuberant pandemic-driven buying spree. According to Hruschka, Graff sees this as an opportunity to enhance its brand awareness and image, as it remains relatively unknown to the general population.
Graff’s decision to establish a significant presence in Southern California signifies its commitment to both its heritage of exceptional gemstones and its evolving focus on everyday jewelry, showcasing its versatility in catering to diverse consumer preferences.
