DUBAI: For more than half a century, Graff has been synonymous with luxury and exclusivity. Founded in 1960 by British jeweler Laurence Graff, the house has been known for handling some of the world’s rarest and most exquisite diamonds.
In a world of conglomerates, Graff remains family owned, with its CEO, Francois Graff, at the helm. Graff’s latest milestone is the redesigned Dubai Mall boutique that opened this month. After a two-month renovation, the boutique presents a new customer experience.
“It’s an ongoing process keeping the stores fresh. We have 70 stores, and they all keep evolving,” Graff said. The boutique’s most impressive feature is undoubtedly the facade, with its reimagined Graff logo — the iconic fan. “We first started with that motif in the 90s. It’s an old symbol used in architecture everywhere, and we have adopted it; it has evolved over the years,” he said.
Graff’s latest milestone is the redesigned Dubai Mall boutique that opened this month. (Supplied)
Inside, diamond-pattern flooring welcomes the client — a nod to their love affair with the most precious diamonds in the world. “The floor in this boutique is found in only one other location — Paris. By making each store individual, we keep the bespoke nature of the brand. You’ll pick up house codes in all our stores, but each store is still unique — I prefer it like that,” Graff said. The space includes a bridal room, a diamond collection room, and a VIP suite.
The Middle Eastern market has long been important to Graff. The brand’s deep connection to the region dates back to 1986 when Graff first visited Dubai. “I came here for a big royal wedding then, and it was a very different Dubai than what we see today. But it captured my imagination,” he recalled.
Inside, diamond-pattern flooring welcomes the client — a nod to their love affair with the most precious diamonds in the world. (Supplied)
Saudi Arabia, too, is a key market. The brand’s relationship with the Kingdom spans decades and is deeply intertwined with Graff’s history. In the past, Saudi clients would visit the London boutique to buy their jewels, he said.
“Saudi Arabia has always been special for us. We have deep-rooted connections with prominent Saudi families, many of whom have been clients for a long time. Many princesses and affluent ladies remember that their mother gave them a little piece of Graff jewelry when they were younger. Today, they are buying their own pieces.”
Graff’s relationship with Saudis is evident in the brand’s continued expansion, with two new outlets opening in the Kingdom this year.
What distinguishes Graff is its continued commitment to craftsmanship and exclusivity despite scaling. In today’s fast-paced digital landscape, many luxury brands face the dichotomy of being relevant, gaining global exposure, and maintaining exclusivity. For Graff, exclusivity is non-negotiable.
“The democratization of luxury is something we’re very conscious of,” Graff said. “But we’ve found a way to diversify without compromising our values.”
Graff’s strategy is to offer a range of products, from high-value statement pieces to more accessible jewelry, without diluting the brand’s essence — no easy feat.
“A client who wants to spend a million dollars on a necklace may also want something they can wear in the morning for $10,000. But they expect the same level of exclusivity and craftsmanship, no matter the price point,” he said.
While many luxury brands rely heavily on celebrity endorsements and influencer marketing, Graff takes a more restrained approach.
“Our clients are very discerning. If you’re buying something for $2 million, you don’t want to see it worn by multiple celebrities before it’s yours. We balance the need for visibility with our defining principles of quality and exclusivity.”
As Graff looks to the future, particularly in the Middle East, the CEO is optimistic.
“We’ve been here for decades and will continue to be here, offering our clients the best of what we do. The region is booming, and we’re excited to be a part of that growth.”
