For more than six decades, Graff has set the global standard in rare diamonds, exceptional craftsmanship, and high jewellery artistry. Now, in a landmark move, the revered British house brings its extraordinary world to New Zealand, and has opened its first-ever boutique in Auckland.
Located on Queen Street — the city’s premier destination for luxury, and home to globally renowned jewellery maisons — the boutique marks a dazzling new chapter for high jewellery in Aotearoa. It’s the brand’s first foray into the New Zealand market, and Graff is no ordinary jewellery house. Known for creating some of the most important diamonds in history — from the 302.37-carat Graff Lesedi La Rona to the legendary Graff Pink (an exceptionally rare pink diamond, more than 20 carats) — Graff is a name synonymous with rarity, magnitude, and distinction.
Founded in 1960 by Laurence Graff OBE and still proudly family-run today under the leadership of CEO Francois Graff, the brand’s reputation is built not only on the breathtaking beauty of its jewels but on the remarkable story behind each one. From discovery to design, every Graff creation is meticulously overseen by a member of the Graff family, ensuring a legacy of excellence passed down through generations.
With more than 70 boutiques worldwide, Graff has grown from its foundations in the UK to become a truly global presence. Its newly opened boutique in the heart of Auckland marks a milestone moment for luxury jewellery in New Zealand. Step inside, and you’ll be instantly immersed in the refined yet contemporary elegance that defines the world of Graff.
At the heart of the boutique sits a sculptural serpentine counter, displaying Graff’s most coveted collections — including their exceptional high jewellery. Think vivid yellow diamonds, unheated Mozambican rubies, and luminous Sri Lankan sapphires, all cut into sweeping ovals, elegant pears, and glittering pavé. Expect dramatic necklines and meticulously crafted matching sets that speak to Graff’s legacy of precision and brilliance.
But it’s the boutique’s exclusive private salon that truly elevates the experience. Concealed behind sliding doors, this VIP space is dedicated to the house’s most magnificent creations — one-of-a-kind high jewels handcrafted at Graff’s London atelier and curated specifically for the Auckland opening. Offering privacy, discretion, and unrivalled beauty, it’s here that clients can experience the pinnacle of Graff’s artistry.
“This is a significant milestone for Graff as we continue our global expansion into new territories,” says Francois Graff. “Our very first boutique in the region, it will provide an exciting opportunity for our clients, residents of the city, and international visitors to experience our jewellery creations first-hand while immersing themselves fully in the exceptional world of Graff.”
Regularly revealed on the global stage at Paris Haute Couture Week, Graff’s high jewellery collections continue to affirm the House’s unmatched position at the very top of the diamond world. Each design is a testament to the elevated artistry and bold innovation that have long defined the Graff name. Whether you’re seeking a bespoke engagement ring or a showstopping heirloom, the House of Graff delivers not only luxury, but legacy.
Visit Graff at 45 Queen Street, Auckland CBD.
This article originally appeared in Fashion Quarterly’s Spring 2025 issue.
Words: Sarah Murray
Photography: Supplied
