UNBREAKABLE BONDS, PERFECTLY TIED: GRAFF LAUNCHES NEW TILDA'S BOW CAMPAIGN

Exquisite jewellery creations embody the ethos of Graff's beloved collection: timeless elegance, unconditional love and precious bonds which cannot be broken

A captivating new campaign is unveiled today, featuring Graffs iconic Tilda's Bow collection. Evoking an immaculately tied silk bow, every piece is a poetic expression of eternal love and the importance of family bonds, from necklaces and earrings to bracelets, rings and timepieces, all defined by perfectly tied forms set with exceptional Graff diamonds.

Handcrafted by the House's skilled master artisans, every interpretation is fluid, elegant and organic, with flourishing ribbons embodying an exuberance and lightness of touch, loops and curves brought to life with exquisite Graff diamonds. Each piece in the collection is crafted to be a timeless keepsake, jewellery made to be loved every day and passed down through the generations, instilling both a deep appreciation for legacy, and a hopeful gaze to the future.

The inspiration of Tilda's Bow - family connections - is rooted in every facet of the House of Graff, which to this day continues to operate as a true family business. Founded by Laurence Graff OBE in 1960, the company is now under the leadership of Francois Graff, Chief Executive Officer, who, with three generations of the Graff family, brings integrity, continuity and long-term vision to the House.

Anne-Eva Geffroy, Design Director at Graff, comments: "We are endlessly inspired by the silhouette and sentiment of Tilda's Bow, and so our designs continue to grow and evolve with new high and fine jewellery interpretations, from classic forms and outlines to sleek and contemporary expressions, as well as creations set with rare yellow diamonds and gemstones."

The hero visual from the new campaign presents a new motif for Tilda's Bow. Expertly crafted in white gold, a necklace, earrings and ring showcase an exuberant layered loop, swept to one side in flowing ribbons, each surface embellished with scintillating Graff diamonds totalling over 22 carats.

Elsewhere, the bow takes on a new sculptural presence: a necklace and earrings are tied into a bold, intricate knot, with curved, cascading ends set with pear shape diamonds and paired with a 10 carat pear shape solitaire ring. Another design offers a softer aesthetic, delicate white gold strands forming double­looped bows, set with baguette-cut and round diamonds.

Anchored by an extraordinary collection of oval Fancy Intense Yellow diamonds, a Tilda's Bow high jewellery suite comes alive with sunshine hues in striking contrast to over 560 white diamonds, every ribbon edge illuminated by a radiant line of yellow pave stones.

A further visual reveals a double-row round diamond necklace sculpted into a voluminous, asymmetrical bow, centred with a 2 carat oval diamond and styled alongside matching earrings, a bracelet and an 8 carat oval solitaire ring.

The silhouette of the bow is rich in symbolism and meaning; feminine and delicate, it has featured in Graffs jewellery designs for over half a century. Reinvented for a modern era, Graffs designers were liberated from tradition when creating Tilda's Bow, capturing the precise moment a silk ribbon is tied with love, precision and savoir-faire.

Graff's new Tilda's Bow campaign was shot by Liz Collins in London, and features models Rosalieke Fuchs and Xinyue Guo. The campaign will launch across Graff channels on Monday 16th February.

For further information and asset requests, please contact: press@graff.com

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