Watches & Jewellery

Graff has officially unveiled its new Butterfly collection campaign, a radiant and evocative tribute to nature’s wonder of transformation. Announced today, the campaign positions the butterfly as a modern emblem of renewal, optimism and personal evolution — themes that resonate deeply with the House’s legacy of crafting the world’s most fabulous diamonds and gemstones.

Set against a dreamlike backdrop of signature Graff green hues, the campaign features models Rosalieke Fuchs and Xinyue Guo, photographed by Liz Collins. The visuals capture the spirit of the Graff Butterfly: empowerment, adventure, and the promise of journeys yet to come.

For over half a century, the butterfly has been woven into the story of Graff. Alighting on many of the House’s most iconic designs, it has come to symbolise transformation in its most personal form — marking life’s pivotal, defining moments.

Anne-Eva Geffroy, Design Director at Graff, reflected on the collection’s deeper meaning: “Rich in symbolism, the butterfly remains an endless source of inspiration — an outline that invites boundless creativity and artistic exploration. Within our high and fine jewellery collections, every curve, contour and proportion is considered with precision. Through the remarkable expertise of our artisans, each creation comes to life, expressing movement and technical mastery across every wing.”

A Kaleidoscope of Light and Colour

One mesmerising campaign image showcases a kaleidoscope of butterflies swirling across a necklace, earrings and ring in a fluid display of light. Each butterfly is anchored by a marquise diamond, from which layers of vivid pavé blue sapphires dissolve into a gentle dégradé of blue tourmalines and white diamonds — totalling over 33 carats.

Elsewhere, the Butterfly Silhouette fine jewellery creations see shimmering pavé-set diamonds tracing and defining each motif. Designs play with rhythm and balance, layering multiple butterflies in graceful composition or allowing a single form to command attention. Select pieces are subtly illuminated with delicate floral diamond accents.

In another striking visual, colour is revealed as a seamless metamorphosis: butterfly wings transition from the depth of red rubies through vibrant pink sapphires, forming a soft gradient into luminous white diamonds.

Bold Graphic Interpretations

A suite set with over 41 carats of exquisite rubies and diamonds offers a bold, graphic interpretation. Crafted in white gold, diamond butterflies — each centred by a marquise ruby — glide across a necklace, earrings and bracelet. Their wings are lifted in a poised, upward motion, outlined with fine pavé rubies that define each edge, casting an intense, captivating crimson glow.

The iconic Graff Butterfly silhouette is born from the union of two pear-shape and two marquise stones — which, when set together, take flight into the future in the unmistakable form of the House’s enduring muse. Whether gifted as a gesture of love, worn in celebration, or passed down through generations, each creation radiates luminosity and brilliance.

A Legacy of Excellence

Founded by Laurence Graff OBE in 1960, Graff remains a family business with François Graff as CEO. For over 65 years, the House has operated at the pinnacle of the high jewellery industry, discovering and crafting diamonds of brilliance and rarity. Every jewel’s journey is still overseen by a member of the Graff family with passion, experience and accomplishment.

The new Butterfly campaign launched across Graff channels on Monday 30th March 2026.

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Images: Supplied & Feature Image: Supplied