Heritage
A house, in its own words
Laurence Graff OBE established his company in London in 1960, beginning with a small workshop that repaired and traded jewelry before evolving into one of the world's most recognized luxury jewelry houses. Graff's fascination with the emotional power of gemstones shaped the company's trajectory from its earliest days. The house built its reputation acquiring and faceting exceptional diamonds, culminating in its 2017 acquisition of the Lesedi La Rona, a 1,109-carat rough diamond discovered in Botswana's Karowe mine. The stone's name means Our Light in Setswana. Graff's craftsmen spent months planning the faceting, ultimately producing multiple finished stones, with the largest exceeding 300 carats. The company operates more than 70 boutiques worldwide and reportedly generated $899 million in revenue in 2024, according to agency sources. Laurence Graff reportedly accumulated a net worth of $4.5 billion, per Forbes estimates. The Graff family continues leading the company, maintaining the founder's dedication to exceptional stones. In 2006, Laurence Graff received the OBE for services to the jewelry industry. The fragrance launch represented a natural extension of the house's philosophy into new territory, applying the same standards of material excellence to perfumery.
Graff's approach to fragrance mirrors its jewelry philosophy: obsessive material selection and meticulous craftsmanship applied to creating objects of lasting beauty. Rather than releasing numerous seasonal variations, the house concentrated its efforts on a single cohesive collection where each scent represents a distinct facet of the Lesedi La Rona diamond. The collaboration with Walter Johnsen brought together Graff's gemstone expertise with John's knowledge of rare perfume materials. Each fragrance aims to capture a different quality of the diamond, its clarity, its internal fire, translating these characteristics into scent. The limited scope reflects Graff's belief that exceptional results require focus and restraint. The house has shown no inclination toward mass-market expansion in fragrance, maintaining the exclusivity associated with its jewelry. This philosophy prioritizes depth over breadth, creating fragrances meant to be worn as personal statements rather than fashion accessories.