Graff is known for top quality and service, which has made the brand popular among the wealthy. However, what sets Graff apart from other elite jewelers is the enormity of its stones. Laurence Graff himself has said that large stones, especially huge diamonds, are what he is all about; and his decision to expand globally to meet increasing demands for bigger stones has made him the billionaire he is – that and the fact that he operates a wholesale business with no middleman to pay.
Look for Graff’s soon-to-be-released coffee table book, The Most Fabulous Jewels in the World ($150), which covers the brand’s history and legendary jewelry. Mr. Graff coined the title, which reflects the grandiosity of his style and personality.