Diamond jewelry company Graff is revitalizing its heritage motif—the butterfly—in an effort to capture self-purchasing female consumers in its net, with a fresh advertising campaign that highlights Graff’s latest Butterfly collection.
The campaign, which debuted Aug. 22, introduces Dutch model Rianne Van Rompaey as a brand ambassador. Graff describes it as a new creative chapter for the company, embodying the butterfly’s meaning and majesty while positioning the brand with a contemporary image and refined logo.
Calling the butterfly a “talisman for transformation,” Graff design director Anne-Eva Geffroy says the campaign is designed to celebrate the potential of new beginnings and give a sense of freedom, much like a butterfly’s flight.
Styled by former Vogue Paris editor Emmanuelle Alt and photographed by Mikael Jansson, the advertising shows Van Rompaey against the backdrop of the Cote d’Azur in France and its legendary Villa la Vigie.
“The DNA of Graff is very distinctive, and while a stone-led design philosophy guides us, we are also inspired by the world around us,” Geffroy says. “The outline of a butterfly, which has become synonymous with Graff, has over the decades offered us endless opportunities for reinterpretation.
“The inner fire and life a diamond holds within make it the ideal medium to portray the natural beauty of the butterfly, and to give it permanence to endure through all of time,” she adds.
Graff’s Butterfly collection includes Silhouette pieces, which the brand says are more casual; delicate Pavé jewelry; and Classic jewels featuring pear and marquise diamonds in a butterfly’s outline. In addition to earrings, necklaces, bracelets, and rings, there are watches with diamond and precious-gem butterflies encircling the dial.
The Graff refresh fits in with recent rebranding by a number of other retailers, including Nordstrom, Michaels, and Ashley, in response to changing consumer habits and expectations. Jewelers also are going for fresh looks for the fall. Platinum Born, for example, last week announced a redesigned website and a new consumer campaign using models of all ages and backgrounds.
A high and fine jewelry business, Graff was founded in 1960 by Laurence Graff and is still a family affair, with Francois Graff as CEO. The company has more than 60 stores worldwide.
Top: Long associated with its butterfly jewelry, Graff is revamping to capture female self-purchases with a new collection and brand campaign. (Photos courtesy of Graff)
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