Exceptional stones · Mayfair

Graff

The house that has handled more historically important diamonds than any other, where the family still personally selects every stone, and where the engagement ring is genuinely secondary to the diamond in it.

★★★★☆ 4.6 48 Google reviews, checked October 2026

Mayfair London

Walk-in or by appointment How you get through the door

Location Mayfair, London

Appointments Walk-in or by appointment

Opening hours Mon to Sat 10.30am to 6pm

Price range From £3,400

Speciality Exceptional and rare diamonds, fancy colour, natural only

6-8 New Bond St, W1S 3SJ · 02075848571

Find them on Google Maps →

Our verdict

The best place in London to buy an exceptional or fancy coloured diamond, from a family that still selects every stone personally. The review record is too thin and too skewed to mean anything, so judge it on the stones in front of you.

About

Everything Begins With the Diamond

Laurence Graff founded the business in 1960, having started at eighteen repairing Victorian jewellery. The house has since handled the Graff Pink, the Wittelsbach-Graff, the Graff Ruby and the Lesedi La Rona, which is a list no other jeweller can match.

The important structural fact is that generations of the Graff family personally select every stone and oversee each step of its journey, which is unusual even among the great houses. When their material says everything begins with the diamond, that is a literal description of the buying process rather than a slogan.

For an engagement ring this has a specific consequence: you are choosing a stone first and a setting second, and the settings are handcrafted around the individual silhouette of whichever diamond you pick. If you want to lead with a design, this is the wrong order.

You are not choosing a ring here. You are choosing a stone, and then they build something around it.

London Engagement Rings

The process

Stone First, Then a Setting Built to It

The Paragon collection is the entry point, with the emerald cut from £3,400, round from £3,500 and heart shape from £3,700. The better-known Promise collection starts higher, at £5,300 for the emerald cut and heart shape, £5,400 oval and £5,500 round. The Icon round starts at £6,100.

Fancy colour is where the numbers change character entirely: a Promise cushion yellow diamond starts at £74,500, and an oval yellow with baguette sides is £84,500. Several pieces are price on application, which at this level means what it sounds like.

Bespoke settings and engraving are offered, with each setting individually handcrafted around your chosen stone. They publish no lead times or deposit terms, so both need establishing in the boutique. New Bond Street is the flagship and takes walk-ins, though an appointment is sensible.

They also place high on two of our ranked lists: No. 2 on our Best Luxury list and No. 10 on our Natural Diamond list.

What reviewers say

48 Reviews, Which Tell You Almost Nothing

Forty-eight reviews at 4.6. That is a very thin record for a house of this stature, and it is the clearest example on this site of why review counts are a poor guide at the top of the market.

Only 11 per cent of reviews with text mention ring buying at all. Most describe the boutique, the service or a gift. Someone spending £80,000 on a fancy yellow diamond does not then leave a star rating, so the sample is skewed toward casual visitors before you even start reading.

Three reviews sit below four stars. They reply to none of their reviews, so there is no public record of how complaints are handled. Judge this one on the stones.

Rating and review count taken from Google and checked in October 2026.

Who this suits

The Right Buyer for Graff

This suits a buyer whose priority is the stone itself, particularly anything rare, large or fancy coloured. If you want a yellow or pink diamond of genuine quality, the number of places in London that can properly serve you is very small and this is at the top of that list.

It also suits someone who values the selection expertise. Having the same family choose every stone the house sells is a real quality control mechanism, not just heritage marketing.

It will not suit you if you are working to a tight budget, want a lab-grown stone, or care more about the design of the setting than the diamond in it. At £3,400 the entry point is real but the house is built for considerably more than that.

For the house

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Common questions

Graff: Frequently Asked Questions

How much is a Graff engagement ring?

The Paragon collection is the entry point at £3,400 for the emerald cut, £3,500 round and £3,700 heart shape. The Promise collection starts at £5,300 for emerald cut and heart shape, £5,400 oval and £5,500 round. Icon round starts at £6,100. Fancy colour is a different scale: a Promise cushion yellow diamond starts at £74,500.

Does Graff sell lab-grown diamonds?

No. Graff sells natural diamonds only; there is no lab-grown offering.

Can I design a bespoke ring at Graff?

Yes. Bespoke settings are offered and each is individually handcrafted around your chosen diamond, along with bespoke engraving. They publish no lead times or deposit terms, so establish both in the boutique.

Why does Graff have so few reviews?

Forty-eight, and when we analysed them only 11 per cent mentioned rings at all. Buyers at this level rarely leave Google reviews, so the sample is dominated by casual visitors. It is a poor guide to the house either way.