Laurence Graff has never shied away from taking risks. So, in the 1970s, when Graff decided to commission a black-and-white photograph of a young model donning an ornate hair-do, studded with diamonds and precious gems, he knew he was taking a great risk. But one that the diamantaire was convinced would pay off. And it did. The jewellery in the 1970 campaign, called Hair & Jewel, which was valued at a then-staggering $1 million, not only sparked interest across the globe but also created waves of great excitement.
“At that time, this was a highly original concept which captured the attention of the world’s media and was seen in newspapers and magazines around the globe. Until this time, images showing fine jewellery were typically modelled in a more conservative style. This image broke the mould by using a younger model and created the idea of diamonds being aspirational to younger women,” says Graff, who was also awarded the OBE by Queen Elizabeth, for services to jewellery, in June this year.
It is 43 years since the original image of Hair & Jewel was captured. And at Graff, they were quick to realise it was time to recreate the image and mark an important milestone in their history, while also coinciding with the opening of Graff Diamonds’ 40th store globally. The re-creation celebrates the 60th anniversary of Graff’s sparkling career in the jewellery industry.
Incorporated into the new campaign are 22 rare and unique jewels, this time, valued at half a billion dollars.