Story Highlight
– Graff launched Tilda’s Bow campaign with new jewelry collection.
– Features diamond designs with over 22 carats of diamonds.
– Bow silhouette has been in designs for 50 years.
– Collection includes layered loops and intricate knots.
– Founded in 1960, Graff operates 70 stores globally.
Full Story
Graff has unveiled its latest Tilda’s Bow collection, showcasing an array of diamond jewellery including necklaces, earrings, bracelets, rings, and luxury timepieces. This new collection boasts a striking white gold suite adorned with over 22 carats of diamonds.
The bow motif, a hallmark of the brand for more than five decades, has been reimagined in various artistic forms, featuring elegant loops and detailed knots embellished with pear-shaped and baguette-cut gemstones. The new designs were presented on 16 February 2026, with models Rosalieke Fuchs and Xinyue Guo fronting the campaign across the brand’s digital platforms.
Established by Laurence Graff in 1960, the company remains a family-run enterprise, now led by chief executive Francois Graff. Headquartered in London, Graff operates over 70 stores worldwide, boasting a rich history that includes the cutting and polishing of famous gems like the 302.37 carat Graff Lesedi La Rona and the Graff Venus.
Anne-Eva Geffroy, the design director, shared her thoughts on the collection, stating: “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.”
