Known for its gemstones, Graff continues to be first and foremost a family business. Founded by Laurence Graff in 1960, the brand is now headed by his son François, with his brother directing jewellery production and his nephew responsible for operational logistics, merchandising and design.
CEO François Graff recalls how his interest was piqued by his father early on. “My father was in the process of establishing Graff Diamonds and his Middle Eastern clients in London conducted all of their business in the evenings,” he recalls. “He used to come home and share stories about what he’d sold that day. It captured my imagination to be a part of the business. I’m very lucky I’m in a business where people don’t come to us because they have to buy something or because someone forces them to do so. People come here out of emotion and love.”
Graff is also involved in philanthropic and humanitarian causes. Its FACET Foundation (For Africa’s Children Every Time) distributes funds for orphaned and vulnerable childrenildren in sub- Saharan Africa. a.