Graff Diamonds Boutique Opens in Gstaad

INTERVIEW: HANS-UELI TSCHANZ – PHOTOS: PROVIDED

Graff Diamonds is pleased to announce the opening of its first boutique in Gstaad this winter season, located at The Grand Hotel Park. Details such as oak panels, hand engraved with a gold leaf finish to create a golden and luxurious effect, contrast with dark wood panels in the opulent entrance way, creating a distinctively chic and modern style. Design elements including fan-shaped metal panes and ornate chandeliers echo the look of Graff’s other sumptuous stores. Every attention to detail and luxury has been considered, creating the perfect atmosphere for discovering the world of Graff. The new Graff Gstaad store will be the epitome of ski chic, and a wonderfully elegant destination to view the most fabulous jewels in the world.

Graff Diamonds is synonymous with the most fabulous jewels in the world. Graff jewellery is exceptional; the quality, the style and workmanship are the best in the world. Laurence Graff “The King of Diamonds” has a passion for diamonds that began from an early age. His inherent feeling for diamonds goes beyond the stones themselves.

Graff is a true diamond company. Graff says, “Expansion creates its own challenge and finding the best stones is an extremely difficult task. The hunt for diamonds goes on and we search on a daily basis in all areas of the world for stones in the rough or polished”. Today Graff is one of the largest producers in South Africa with one of the largest polishing and cutting factories based in Johannesburg employing over 300 craftsmen. Thousands of carats of diamonds are cut and polished and from these diamonds only the best are selected for Graff jewellery. Diamonds are also cut and polished at Graff’s factories in New York, Antwerp, Botswana and Mauritius.

Graff jewels are made by hand in the Graff London workshop, from the creation of the design to the immaculate setting; each piece requires many hours of work, some several hundred hours. The highly skilled craftsmen, many of whom have been trained at Graff, have perfected the extraordinarily fine settings that are a distinct feature of the jewellery, which is always of exceptional quality. With over 30 Graff stores worldwide and corporate offices in London, New York and Geneva, Graff is a top global diamond jewellery brand. More recently new stores have opened in Kiev and Shanghai (Graff’s first in mainland China). In 2011 new stores opened in Beijing and Taipei, and in 2012 a newly-renovated and extended Flagship store will open on London’s prestigious New Bond Street. Over the years Graff has handled the world's most fabulous and treasured gemstones. The Idol's Eye (70.21cts), The Emperor Maximilian (41.94cts), The Porter Rhodes (54.04cts), Le Grand and Le Petit Coeur d'Afrique (70.03cts and 25.22cts respectively), The Excelsior (69.68cts), The Windsor Diamonds (91.23cts), The Graff Pink (23.88cts), The Hope of Africa (115.91cts), The Wittelsbach-Graff (31.06cts), The Paragon (137.82cts), The Safia (90.97cts), The Sarah (132.43cts), La Favorite (50.01cts), The Star of America (100.57cts), The Golden Star (101.28cts) and The Star of Lesotho (53.11cts) are to name but a few, together with intense pink, blue, yellow and the purest white diamonds of flawless quality. Some of the stones are centuries old and steeped in myth and history while others have just been discovered and brought to life in Graff's own workshops. There is great pride in knowing that these gems of everlasting beauty will pass from generation to generation, building their own legends on the way.

Mr. Graff, you will be opening your own store in Gstaad at the Grand Hotel Park for the coming winter season. What makes Gstaad interesting for your product and sales strategy?

Many Graff clients have a residence or are regular visitors to Gstaad, therefore it was important for us to open a boutique here. We have been present in Gstaad for many years, but this winter season will be the first time we open our own store. You can expect to see the finest diamonds and exquisite jewellery all handcrafted by our master craftsman’s in our London workshops. We look forward to welcoming you to!

What relation do you personally have to Gstaad?

Gstaad has been my home for many years and I believe it’s one of the most beautiful locations in the world. The natural beauty of Gstaad provides a wonderful sense of tranquillity and a place to gather my thoughts and be creative.

What makes your products different and special to all the other jewellery one finds already for decades in Gstaad?

Graff Diamonds is synonymous with the most fabulous jewels in the world and is known for the most rare and famous diamonds. In Graff jewellery you will find the finest gemstones chosen for the highest quality of cut, colour and clarity. Most of our pieces are unique and each design is simple but stunning, allowing the fire, beauty and luster in each stone to shine through; that’s the hallmark of Graff. Over the years we have handled some of the world's most fabulous and treasured gemstones including The Graff Constellation, the world’s largest round brilliant D Internally Flawless diamond at 102.79 cts.

Will you be personally present at the opening day of your store at the Grand Hotel Park?

Indeed I would like to be present at the opening day and I hope that my schedule allows me to be there.