The legendary jewelry house Graff is renowned for crafting exclusive pieces featuring rare natural diamonds and colored gemstones of exceptional quality. And yet, it is not this alone that has captured the hearts of jewelry connoisseurs around the world. Graff’s designers craft original and instantly recognisable designs, among which the Butterfly collection holds a special place - a true emblem of the House: a radiant butterfly, cherished by thousands of women around the globe. In 2025, this iconic collection marks its 50th anniversary.
At the end of May 2025, Graff’s Baku boutique on 28 May Street welcomed journalists and influencers to discover the Butterfly collection alongside other creations of the House of Graff. In the refined and intimate ambiance hallmark of Graff boutiques worldwide - guests were invited to a lecture on the brand’s heritage, its legendary jewelry masterpieces, and, naturally, the magnificent “butterflies” - symbols of natural elegance, femininity, and the capacity for growth and transformation, bestowed by nature itself.
The earliest pieces in the Butterfly collection - graceful diamond pendants - first appeared in 1975. Since then, the collection has evolved, enriched by exceptional works of high jewelry, including a spectacular diamond brooch unveiled in 2013. The collection also includes watches featuring butterfly motifs with wings outstretched, as if frozen for a moment in mid-flight.
Today, the collection is presented in two principal lines: the minimalist Butterfly Silhouette, emphasizing the clean lines of a stylized butterfly shape, and the more opulent Pavé Butterfly, where each piece is fully encrusted with diamonds. The collection comprises rings, pendants, necklaces, chain bracelets, ear cuffs, as well as studs and drop earrings.
Guests of the Graff boutique experienced the enchanting allure of the brand - touching the unique jewelry masterpieces from one of the world’s leading maisons, a living embodiment of its heritage, craftsmanship, and impeccable taste of its designers and artisans.
Many journalists and influencers, prior to the cocktail gathering at the boutique on 28 May Street, had assumed Graff specializes exclusively in high jewelry - the most prestigious, luxury-level pieces accessible only to a select few. They were all the more pleased to realise that the legendary brand honours all its clients with the same care and respect, including those choosing pieces from its Core jewelry segment. Collections like Butterfly bring Graff closer to a young, ambitious audience, genuinely open to new ideas, yet deeply appreciating the traditions of craftsmanship and the legacy of great jewelry houses.
We invite you to visit the Graff boutique on 28 May Street to explore the Butterfly collection and other jewelry masterpieces from the House.
For more detailed information about Graff and its collections, please visit the official website: https://italdizain.az/ru/brands/graff.
About Italdizain
Founded in 1996 as a trading company supplying high-quality Italian kitchens to the Azerbaijani market, Italdizain has since expanded its scope and business portfolio. Today, Italdizain stands as a prominent holding company, overseeing a portfolio of boutiques specialising in fine jewelry, watches, tableware, and refined home and interior décor.
About the House of Graff
Founded in 1960 in London by Laurence Graff, known as the “King of Diamonds,” the Graff jewelry and watch maison has built and maintained its unrivalled reputation for its exceptional expertise in sourcing and cutting large, extraordinarily rare and brilliant diamonds, including fancy colored diamonds, as well as other precious stones such as emeralds, rubies, and sapphires. Among these unique treasures is the Graff Lesedi La Rona, a 302.37-carat diamond — the largest of its kind diamond ever certified by the GIA with the highest clarity and color grades, and the world’s largest square emerald-cut diamond. Other famous gems owned by Graff include The Lesotho Promise, The Delaire Sunrise, The Graff Venus, The Wittelsbach-Graff, The Graff Perfection, The Graff Pink, and The Golden Empress.
To this day, the company remains a family business, currently led by CEO François Graff. With over 70 Graff monobrand boutiques across the globe, the House’s pieces are the jeweler of choice for leading celebrities gracing the red carpets of festivals, award ceremonies, and charity galas.
Graff jewelry, including high jewelry masterpieces and iconic engagement rings, are crafted in the House’s own ateliers in London.
