Its new president will beef up existing locations and add new stores

Graff USA hopes to double its U.S. business, says its new president, Meyer Hoffman.

Hoffman, a Mikimoto veteran, says the brand will beef up existing locations as well as add new stores. Graff Diamonds currently has six salons in the United States and boutiques in five Saks stores, including one that just opened in Houston.

“We want a major remodel for the Chicago store,” he says, “and a major refresh for the Madison Avenue stores. We are also expanding our store in Bal Harbor, Florida.”

He also hopes to raise the brand’s profile, playing up its association with spectacular pieces like the 118 ct. Graff Venus. 

“That is what Graff is known for,” Hoffman says. “We need to accelerate and promote that. The challenge is to also make the product accessible.”

Hoffman replaced Henri Barguirdjian, who held the title of CEO of Graff North America.

(Photo courtesy of Graff USA)

 

 

 

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