Graff

6-8 New Bond St, W1S 3SJ · View on Google Maps · Visit website · 02075848571

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.

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.

Forty-five reviews at 4.6, with four from the past year. 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.

Review figures taken from Google and checked in July 2026. We recount them monthly.

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.

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, with no lab-grown offering anywhere on their site.

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-five, of which only 11 per cent mention 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.