MajorsSep 09, 2022
Beyoncé Once Again Fronts Tiffany & Co. CampaignCollectionsSep 12, 2022
Graff Is Emphasizing Bridal With New Campaign
It stars model Grace Elizabeth and her real-life husband.
Supermodel Grace Elizabeth stars in Graff’s new bridal advertising campaign alongside her husband, soccer player Nicolas Krause.
New York—Graff’s latest advertising campaign is all about real-life romance.
Debuting this month, the new campaign stars 25-year-old American model Grace Elizabeth alongside her real-life husband, German soccer player Nicolas Krause.
Graff cast the couple to portray an authentic romantic connection.
Like many pandemic couples, Elizabeth and Krause married two years ago with little fanfare and only two witnesses.
The Graff campaign, shot on an unnamed tropical island, blurred the line between life and art, serving as a wedding re-do for the pair.
SEE: Graff’s New Bridal Campaign
Alongside Graff engagement rings, Elizabeth wears pieces from the brand’s high jewelry collection in the new campaign.
A variety of engagement ring styles are featured, from halos to three-stone styles.
Elizabeth previously worked with Graff, modeling in the “Graffabulous” campaign.
In a behind-the-scenes video, Elizabeth explained that Krause wasn’t allowed to see her as she was fitted for wedding gowns for the campaign shoot.
When it came time for her to walk down the aisle on the beach, “we were both in tears,” Elizabeth said.
The campaign, which is captured in video and photographs for both print and digital media, marks the the first big bridal push for Graff in more than three years, the company said.
Most notable in Graff’s newest bridal offerings is an update on the “Promise” three-stone setting.
“Promise” is Graff’s signature three-stone setting, which has been revamped.
The diamond company explained its workshop manager, Sam Sherry, used CAD to redesign the setting, decreasing the metal around the diamonds and creating a smoother silhouette.
Now, side stones are set in a bezel that transitions to delicate claw-like prongs.
Customers can find the new Promise setting in stores now, where each engagement ring is individually designed and crafted by the same team who executes Graff’s high jewelry.
“With our incredible team of skilled artisans, coupled with the latest, highly technical design software, we are constantly looking for new ways to develop our bridal offering, whether it is conceiving new bridal jewels or enhancing a classic like the Promise setting,” said CEO Francois Graff.
“The new campaign shines a light on the incredible array of engagement rings and bridal jewels available at Graff, which are such an important part of our DNA.”
More on Collections
The Latest
AuctionsDec 12, 2025
13.54-Carat Paraíba Tourmaline Sets Records at Christie’sSet in a Tiffany & Co. necklace, it sold for $4.2 million, the highest price and price per carat paid for a Paraíba tourmaline at auction.
MajorsDec 12, 2025
David Webb Reveals Ice-Cold Holiday Window DisplayThe jeweler’s “Deep Freeze” display showcases its iconic jewelry designs frozen in a vintage icebox.
Events & AwardsDec 12, 2025
IGI Jewelry Design Contest Now Accepting SubmissionsThis year's theme is “Unveiling the Depths of the Ocean.”
Brought to you by
Impacting Tomorrow TodayHow Jewelers of America’s 20 Under 40 are leading to ensure a brighter future for the jewelry industry.
TrendsDec 11, 2025
Pinterest 2026 Trend Report: Brooches, Bold Gold, Cool BlueIn its annual report, Pinterest noted an increase in searches for brooches, heirloom jewelry, and ‘80s luxury.
Weekly QuizDec 11, 2025
This Week’s QuizTest your jewelry news knowledge by answering these questions.
GradingDec 11, 2025
GIA to Offer Origin Determination for 3 More GemstonesStarting Jan. 1, customers can request the service for opal, peridot, and demantoid garnet.
IndependentsDec 11, 2025
Look Inside Day’s Jewelers’ Ninth StoreThe 111-year-old retailer celebrated the opening of its new location in Salem, New Hampshire, which is its third store in the state.
Brought to you by
Roseco Releases New Full-Line CatalogRoseco’s 704-page catalog showcases new lab-grown diamonds, findings, tools & more—available in print or interactive digital editions.
MajorsDec 11, 2025
Americas Gold Releases New Gold Chain CatalogThe new catalog features its most popular chains as well as new styles.
AuctionsDec 10, 2025
Francis Ford Coppola’s Watch Sells for $10.8MThe filmmaker’s personal F.P. Journe “FFC” prototype was the star of Phillips’ recent record-setting watch auction in New York.
WatchesDec 10, 2025
There’s A New Rolex Boutique in MiamiThe new location in the Design District pays homage to Miami’s Art Deco heritage and its connection to the ocean.
SurveysDec 10, 2025
Consumer Confidence Drops in November Inflations, tariffs, and politics—including the government shutdown—were among consumers’ top concerns last month.
SourcingDec 10, 2025
NAJA Announces Details for 2026 ‘Ace It’ Winter Conference“Longtime favorite” presenters, as well as first-time speakers, will lead talks and workshops at the annual event in Tucson next year.
Events & AwardsDec 10, 2025
MJSA Names 2025 Responsible Design Challenge WinnerSilas Smith of Meridian Metalworks won the challenge with his pendant that blends Australian and American landscapes.
AuctionsDec 09, 2025
‘Desert Rose’ Diamond Sells for $8.8M in Abu DhabiThe sale of the 31.68-carat, sunset-hued stone was part of Sotheby’s first series of events and auctions in Abu Dhabi.
ColumnistsDec 09, 2025
Holiday Sales Happen in December, Most Decisions Don’tMost customers who walk into your store this month have made up their minds. Your job is to validate their choice, Emmanuel Raheb writes.
TrendsDec 09, 2025
‘Once Upon a Time,’ Guzema Debuted Its Holiday CollectionThe collection features characters and motifs from Ukrainian folklore, including an enchanted mirror and a magic egg.
TechnologyDec 09, 2025
Gemvision Releases Updated MatrixGoldMatrixGold 3.11, the newest version of the jewelry design program, offers more flexibility, precision, and creative control.
Events & AwardsDec 09, 2025
MJSA Showcase Pavilion Returning to JA New York The pavilion will be part of the 2026 JA New York Spring show, scheduled for March 15 to 17.
MajorsDec 08, 2025
Juell Kadet, a ‘Lifelong Pillar’ of Rogers & Hollands, Dies at 96Kadet, a 1994 National Jeweler Retailer Hall of Fame inductee, helped grow the family-owned retailer in the Chicago area and beyond.
TechnologyDec 08, 2025
You’ve Heard of Smart Watches and Rings; Meet Smart EarringsBilled as the world’s smallest wearable, Lumia Health’s new smart earrings have a health tracker subtly embedded in the back.
TrendsDec 08, 2025
Amanda’s Style File: Celebrating December’s BirthstonesDon’t let those with December birthdays feel blue. Help them celebrate their month with blue zircon, turquoise, and tanzanite.
TrendsDec 05, 2025
Pantone’s Color of the Year for 2026 Is … WhiteA choice that’s generated a lot of commentary, Pantone says “Cloud Dancer” marks a fresh start and encourages relaxation and creativity.
MajorsDec 05, 2025
Stuller Releases ‘Wrapped in Wonder’ CampaignThe manufacturer’s holiday campaign features a gift guide filled with trending designs and jewelry that can be personalized.
CrimeDec 04, 2025
Man Arrested After Allegedly Swallowing Fabergé Egg PendantThe man was charged with theft, accused of ingesting the necklace while in a jewelry store in Auckland, New Zealand.
IndependentsDec 04, 2025
Step Inside JR Dunn Jewelers’ Giant New Store The Florida independent expanded its store from 8,000 to 14,000 square feet, fulfilling the vision of its late co-founder, Jim Dunn.
Supplier BulletinDec 04, 2025
Introducing Shop Natural Day: A New Movement Celebrating Natural DiamondsSponsored by De Beers Group
