Graff’s Endless Summer
Endless Summer: Graff’s Golden Ode to Light, Legacy and Modern Brilliance
There is a moment in summer when the sun lingers just a little longer, casting everything it touches in a golden glow. It’s this fleeting, incandescent beauty that Graff captures in its latest campaign, Endless Summer—a radiant celebration of brilliance, vibrancy and sunlit splendour. Launching in July 2025, the campaign reimagines Graff’s most iconic jewellery creations through a contemporary lens, where yellow diamonds and gold take centre stage in a bold, luminous expression of modern luxury.
For 65 years, Graff has been the name behind the world’s most fabulous yellow diamonds—stones so rare and evocative they’ve been likened to “the sun rippling in the sea” by the house’s Design Director, Anne-Eva Geffroy. In Endless Summer, these extraordinary gems are brought to life in a series of high jewellery masterpieces that harness the emotive power of light. A Tilda’s Bow necklace, for instance, entwines two strands of yellow and white pavé diamonds in a graceful knot, from which cascade a 7.19 carat Fancy Yellow and a 5.79 carat Fancy Yellow pear-shaped diamond—an exquisite interpretation of movement and radiance. Elsewhere, a pair of earrings shimmer with snow-set pavé diamonds, each crowned by an 8 carat Fancy Intense Yellow radiant cut diamond, their bold lines edged in yellow pavé to amplify their brilliance. A Toi et Moi ring, featuring a 6.03 carat Fancy Vivid Yellow and a 4.60 carat D Flawless pear-shaped diamond, speaks to the duality of contrast and harmony, while a line bracelet set with 36 perfectly matched Fancy Vivid Orangey Yellow emerald cuts showcases Graff’s unparalleled access to the rarest gems on earth.
Yet Endless Summer is not only a tribute to Graff’s legacy—it is a vision of its future. The campaign casts a new light on the house’s signature collections, revealing them with a bold, contemporary flair. Tilda’s Bow, Spiral, Butterfly, Wild Flower and the Laurence Graff Signature collection are all bathed in golden light beneath azure skies, their forms reinterpreted with sculptural intensity and modern elegance. The Spiral collection, in particular, emerges with voluminous curves and a dramatic new profile, its pieces—necklaces, hoop earrings, bangles and rings—evoking energy, movement and purity in perfect balance.
At the heart of this evolution is the new Be Together collection, a poetic exploration of connection in its purest form. Each piece features two intertwined loops—one sculpted in radiant gold, the other glistening with round pavé diamonds. Together, they tell a simple yet powerful story of unity, love and the invisible bonds that shape our lives. It’s a collection that feels both intimate and universal, designed to be worn as a personal talisman or shared as a symbol of enduring connection.
The Laurence Graff Signature collection also channels a new vision of individuality and self-expression. With necklaces, earrings, bangles, bracelets and rings crafted in yellow, rose and white gold, these pieces are designed to be styled and stacked, encouraging creativity and experimentation while maintaining an unmistakable elegance. They speak to a generation that values both heritage and personal narrative—jewellery not just as adornment, but as a form of identity.
Through elegantly composed model imagery and powerful cinematic storytelling, Endless Summer brings Graff’s revolutionary artistry to life. Each frame is infused with warmth, light and the spirit of innovation, casting the house’s creations in a sun-drenched glow that feels both timeless and utterly of the moment. It is a campaign that invites us to bask in the brilliance of a season that never fades—and to wear its light, forever.
