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Graff is a high-end jewelry brand founded in 1960 by Lawrence Graff in London, England, mainly producing accessories and watches. This brand is considered the best of the world's top 10 jewelry brands and is especially famous for diamonds.
The highest quality diamonds, which the brand is directly in charge of from polishing to design, are used by the world's richest, most prestigious, and most powerful customers.
The Saudi royal family, the Brunei royal family, world-renowned billionaires and Oracle CEO Lawrence Joseph Ellison, Donald Trump, and Oprah Winfrey are all regulars, and Charlen, Queen of Monaco, also wears a grape frequently in public.
Graff had been trading mainly in the rich Arab region until 1974, but now has stores in 35 of the world's richest and most well-located cities, including Monte Carlo, Dubai, and Moscow. In April 2022, Graff opened a very special store in Seoul. Located on the first floor of the Galleria Department Store luxury EAST, the store is positioned with Van Cleef & Arpels, Chanel, and Hermes, and is decorated by famous French architect Gwenael Nicolas.
Why Gwenael Nicholas x Graff is Special
French-born designer
Gwenael Nicolas is an interior and merchandise designer who moved to Japan for
more than 20 years to design brand Issey Miyake's store and perfume. After that,
he participated in interior design and product design of various brands and
made his name known.
His interior is known for its particular focus on light and space movements, and his capabilities in design have been revealed through collaboration with various brands such as Louis Vuitton, Dolce & Gabbana, Fendi, Versace, and LG.
The collaboration between him and Graff has already been held once at a flagship store in Ginza, Japan.
The nature of the diamond, which is made more spectacular by light, goes very well with his design style, and the atmosphere of the space shows an elegant image of Graff well. And this time at the Korean store, he recreated the special concept that he has previously done in Ginza. The Graff Galleria Department branch expresses the elegance of diamonds and the brightest moments and will continue to shine among various stores.
LBT, the hiring and human resource development solutions division of the Luxury Business Group (LBG), also celebrates the successful store renovation of Graff as a member of Graff's new shining moment in Seoul and supports the history that Graff writes.