What is the story about?
What's Happening?
Graff is commemorating its 65th anniversary with a global exhibition tour, beginning in Shanghai. The exhibition, held at the West Bund Orbit cultural center, features 350 pieces that trace the company's history from its founding by Laurence Graff in 1960. Highlights include replicas of famous diamonds, such as the Windsor Yellows and the Lesotho Promise, and high jewelry pieces like the Infinity tiara. The exhibition explores Graff's legacy and signature designs, including the Tilda's Bow, and showcases the company's expertise in diamond cutting and jewelry craftsmanship.
Why It's Important?
Graff's anniversary exhibition underscores the brand's enduring influence in the luxury jewelry market, highlighting its expertise in diamond craftsmanship and design innovation. The exhibition serves as a platform to reinforce Graff's brand identity and showcase its historical achievements to a global audience. By starting the tour in Shanghai, Graff taps into the growing luxury market in Asia, potentially expanding its customer base and strengthening its presence in key international markets.
What's Next?
Following the Shanghai exhibition, Graff's tour will continue to Singapore and Hong Kong, with further stops planned for early 2026. These exhibitions will provide opportunities for Graff to engage with new audiences and reinforce its brand prestige. The tour may also lead to increased interest in Graff's high jewelry pieces, potentially driving sales and enhancing the company's market position.
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