GRAFF Representing unconditional love and family bonds – perfectly tied
Graff has launched the next chapter in a captivating new brand campaign featuring jewellery pieces from the Tilda’s Bow collection. Inspired by Laurence Graff’s bond with his granddaughter, the collection epitomises eternal devotion, flawless perfection and family bonds – perfectly tied. As a true family business with an unwavering passion that continues down the generations, the House was founded on these same exemplary principles.
The silhouette of a bow is a motif imbued with nostalgia; feminine and delicate, it has featured within Graff’s high jewellery designs for over half a century. Reimagined for a modern era, Graff’s designers broke with tradition when creating Tilda’s Bow, capturing the precise moment a silk ribbon is tied with love, precision and care.
Honouring the collection’s ethos, every jewellery piece has been designed and crafted to be loved, worn and treasured today and also to be passed down the generations– a precious keepsake for eternity, whether chosen, received or bestowed.
With a flourish of movement and fluidity, each bow is elegant and organic, allowing the ribbon to embody a lightness of touch. Every loop and curve is brought to life in pavé diamonds, which form a shimmering surface of stones, as well as round, custom-cut and emerald cut diamonds, set by Graff’s master artisans to dance with fire and brilliance.
“We are all familiar with the shape of a bow, and this presented us with a unique challenge. When designing Tilda’s Bow, we recognised that the silhouette had to be distinctive while also reflecting Graff’s unique style,” comments Anne-Eva Geffroy, Design Director at Graff.
She continues: “The process began with an intricate sketch, which communicated the rhythm of the piece, and then each diamond was carefully chose to accentuate the design. Within the workshop, clay was used initially to sculpt and form each piece in 3D, and in this way, we were able to harness movement and capture fine detail. Despite it being a complex and time-intensive process, a number of diamonds within the bow are partially obscured from view, but this adds shadows and depth and brings each design to precious life.”
Rings, earrings, bracelets, necklaces and pendants, brooches and watches within the collection are designed to complement yet not perfectly match one another. For this reason, every jewellery piece is subtly different, featuring individually designed bows which are beautifully unique.
Striking new campaign imagery features the Tilda’s Bow collection worn by Dutch model Rianne Van Rompaey, styled by the former editor of Vogue Paris Emmanuelle Alt and photographed by Mikael Jansson at the legendary Villa La Vigie on the Cote d’Azur in France.
Available at Damas.
