When Graff Diamonds was first started by my father it was a wholesale company – and then in the early 1970s he decided to open a retail store in Knightsbridge, London. This went on to become one of the most famous diamonds stores in the world. The store coincided with the explosion of wealth that the oil boom generated and collectors of jewellery and diamonds, kings and princes, and business people from all over the world came to see our creations. I joined the business a few years later and from there the brand grew and developed. We continue to focus on maintaining superior quality, across every aspect of our business. The interest in our luxury timepieces has been strong since launch and we’re working hard to satisfy demand – with a global waiting list for a number of pieces, including our iconic Butterfly Watch. Headed by our CEO of Graff Luxury Watches, Michel Pitteloud, we will continue to create collections for men and women inspired by the unique faceted design of a diamond, while expanding and developing our technical complications and increasing production.
What type or degree of vertical integration has the brand managed to achieve to date ?
Graff is a vertically integrated business from the ground right through to the retail, so we’re involved in every aspect of the process, from sourcing and cutting diamonds to selling jewels through our global store network. Vertical integration is a very important part of our business. In the late 1990s we went into the production of diamonds, so we have facilities in South Africa and Botswana where we polish around 20,000cts of rough diamonds every month. The best polished diamonds then come to our facilities in the UK where they are transformed into jewellery. The more we expand our retail operations, the more we require the vertical integration that provides us with the flexibility we need to grow our business – safe in the knowledge that we can supply ourselves with exactly what we need. Graff Diamonds operates at the very pinnacle of the luxury jewellery industry. Our clients know that when they come to Graff they are getting the best in the world, in terms of the quality of diamonds, craftsmanship and client care. They come to us when they want a truly unique piece to treasure and pass down through the generations.
How is the distribution of watches and jewellery developing ?
Our unique jewels and collection pieces are available through our network of over 40 stores globally. Our store expansion program will continue in 2014 with new openings in Zurich, Riyadh and across Asia scheduled throughout the year. Our luxury watch division has achieved an extraordinary amount since its launch just five years ago. Our presence at BaselWorld provides the perfect opportunity for us to continue this development.
