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Graff’s New ‘Galaxia’ High Jewelry Campaign Is Otherworldly

CollectionsApr 03, 2024

Graff’s New ‘Galaxia’ High Jewelry Campaign Is Otherworldly

It utilizes visual effects technology that has never been used in a jewelry campaign before, the brand said.

Graff Model Rianne van Rompaey for Galaxia Campaign
In Graff’s new high jewelry campaign, model Rianne van Rompaey poses in front of a projection of the aurora borealis, wearing emeralds and white diamonds (left) and yellow and white diamonds.
London–Graff is exploring a never-before-seen galaxy for its new “Galaxia” high jewelry campaign.

Each piece appears to be defying gravity on Dutch model Rianne van Rompaey, who is pictured in front of the green “Graff Galaxy.”

The vast and ever-changing night sky served as inspiration for the campaign, explained the company. It is meant to present a modern vision of femininity, fusing sensuality with strength.

The green color of the imagined sky has more significance than simply matching the Colombian emeralds used in some of the pieces. It is a callback to the brand’s “Graff Green Lady” campaign from the 1990s, a decade currently inspiring fashion and pop culture.

This new collection also calls back to another celestial-inspired high jewelry collection from Graff that was released in 2021, “Tribal.”    

What makes the Galaxia campaign unique is that it was created with techniques that have never been used in a high jewelry ad before, the brand said.

Graff displayed cinematic footage of the aurora borealis, also known as the northern lights, and a “green celestial phenomena” on high-definition LED video walls.

Rompaey modeled the jewelry surrounded by the screens, allowing the galaxy to come to life.




The collection consists of 28 high jewelry pieces featuring emeralds, rubies, sapphires, and yellow and white diamonds. The gems are set in white gold, platinum, or both.

“We drew inspiration from the unique qualities and individual nuances of each diamond and gemstone, but also from the virtues that we associate with femininity,” Anne-Eva Geffroy, design director at Graff, said when asked what inspired her while creating this collection.

“Flowing lines and curves are soft and elegant, while the stones themselves radiate a bold beauty – mirroring the fearless presence of ‘Galaxia.’”

The “Galaxia” collection will be available for purchase on Graff’s site starting April 8.  

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