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
SourcingJan 27, 2026
GemGuide Launches Pricing for Montana SapphiresThe initial charts are for blue, teal, and green material, each grouped into three charts categorized as good, fine, and extra fine.
TechnologyJan 27, 2026
Clientbook Launches Appointment Booking ToolThe new tool can assign the appropriate associate based on the client or appointment type and automate personalized text message follow-ups.
SourcingJan 26, 2026
Tucson Preview 2026: Earthy Tones and Innovative Shapes Buyers are expected to gravitate toward gemstones that have a little something special, just like last year.
Brought to you by
How Jewelers Can Fight Back Against Cell JammersCriminals are using cell jammers to disable alarms, but new technology like JamAlert™ can stop them.
SourcingJan 26, 2026
Angolan Diamond Cos. Join NDC as Rio Tinto, Murowa Exit Endiama and Sodiam will contribute money to the marketing of natural diamonds as new members of the Natural Diamond Council.
Weekly QuizJan 22, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
MajorsJan 26, 2026
Francesca’s To Close All StoresThe retailer operates more than 450 boutiques across 45 states, according to its website.
MajorsJan 26, 2026
BIJC Names 5 New Board MembersThe new members’ skills span communications, business development, advocacy, and industry leadership.
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.
GradingJan 26, 2026
DCA Updates Colored Gemstone CourseThe new features include interactive flashcards and scenario-based roleplay with AI tools.
MajorsJan 23, 2026
Watches of Switzerland Acquires 4-Store Jewelry Chain in TexasFamily-owned jewelry and watch retailer Deutsch & Deutsch has stores in El Paso, Laredo, McAllen, and Victoria.
WatchesJan 23, 2026
Damiani Group to Acquire Baume & MercierThe Italian luxury company purchased the nearly 200-year-old Swiss watch brand from Richemont.
TrendsJan 23, 2026
Martin Katz’s Earrings Call to Mind Wintry Weather Micro-set with hundreds of diamonds, these snowflake earrings recreate “winter’s most elegant silhouette,” and are our Piece of the Week.
MajorsJan 23, 2026
Rembrandt Charms Names New Director of Creative, Brand StrategyElla Blum was appointed to the newly created role.
Supplier BulletinJan 22, 2026
The Rise of Centralized Sourcing in the Colored Gemstone MarketSponsored by RapNet
MajorsJan 22, 2026
Lugano Diamonds Finds a BuyerInvestment firm Enhanced Retail Funding, a division of Gordon Brothers, was the successful bidder.
SourcingJan 22, 2026
De Beers To Release ‘A Diamond Is Forever’ BookIt explores the history of the iconic tagline and the company’s strategy to redefine the role of diamonds in society.
MajorsJan 22, 2026
Swarovski Appoints New North America PresidentRetail veteran Sindhu Culas has stepped into the role.
MajorsJan 22, 2026
Stuller Names New Chief Merchandising, Marketing, Sales OfficerTaylor Burgess, who has been at Stuller since 2013, was promoted to the newly created role.
PodcastsJan 21, 2026
Episode 1: High Gold Prices, the Diamond Dilemma, & What’s NextWas 2025 a good year for jewelers? Did lab-grown diamonds outsell natural? Find out on the first episode of the “My Next Question” podcast.
EditorsJan 21, 2026
6 Jewelry Designers Poised to Have a Breakout Year in 2026Whether you recognize their jewels or are just discovering them now, these designers’ talent and vision make them ones to watch this year.
CrimeJan 21, 2026
4 Men Charged in $1.7M California Smash-and-Grab Jewelry Store RobberyPlus, JSA’s Scott Guginsky discusses the need for jewelers to take more precautions as the gold price continues to climb.
IndependentsJan 21, 2026
Delaware Jeweler Felice Morris Dies at 91Morris’ most cherished role was being a mother and grandmother, her family said.
CollectionsJan 21, 2026
Bulgari Weaves New Collection of ‘Vimini’ Creations“Vimini” is the first chapter of the “Bulgari Eternal” collection that merges archival pieces with modern creations.
Events & AwardsJan 21, 2026
Jewelers Mutual’s ‘Conversations’ Retreat Returns to Discuss AIThe third edition will be held in Half Moon Bay, California, in April.
Events & AwardsJan 20, 2026
These Are the 5 Finalists for the David Yurman Gem Awards GrantThe grant is in its first year and was created to recognize an exceptional fine jewelry designer whose star is on the rise.
ColumnistsJan 20, 2026
First-Party Data Is the Most Valuable Asset Jewelers Have in 2026Data built on trust, not tracking, will be key to success going forward, as the era of “borrowed attention” ends, Emmanuel Raheb writes.
MajorsJan 20, 2026
Borsheims Hires New Assistant Facilities ManagerHeath Yarges brings two decades of experience to the role.
