Located on Rodeo Drive, the store’s design was inspired by Hollywood and Los Angeles culture.
Fancy vivid yellow diamond sells for $16M
Two world auction records were set Tuesday in Geneva when a 100.09-carat cushion-shaped fancy vivid yellow diamond sold for $16.3 million at Sotheby’s.

Geneva--Two world auction records were set Tuesday in Geneva when a 100.09-carat cushion-shaped fancy vivid yellow diamond sold for $16.3 million at Sotheby’s.
The “Graff Vivid Yellow,” a VS2 clarity daffodil yellow-colored diamond, set a world auction record for both price paid for a yellow diamond, and price paid for a Graff jewel.
An anonymous buyer purchased the stone, which is one of the largest fancy vivid yellow diamonds in the world.
“With its exceptional size and a superb daffodil color, the Graff Vivid Yellow is a truly extraordinary diamond with immense presence. These rare qualities led to the record price achieved,” said David Bennett, chairman of Sotheby’s Switzerland and chairman of the jewelry department for Europe and the Middle East.
The Graff Vivid Yellow eclipsed the previous record for price of a yellow diamond, $12.4 million, set by the “Sun Drop” diamond, which was renamed the “Lady Dalal,” at Sotheby’s Geneva in November 2011.
The diamond was part of Sotheby’s “Tremendous Trio,” comprised of the Graff Vivid Yellow, another ring by Graff boasting a 103.46-carat brilliant cut white diamond, and the “Victory Diamond,” a 31.-34-carat step cut diamond, which did not sell at the auction.
RELATED CONTENT: Three diamonds to top Sotheby’s sale
Overall, Sotheby’s sale of Magnificent Jewels and Noble Jewels held Tuesday in Geneva totaled $141.5 million, setting a new world auction record for a jewelry action--for a day anyway. Christie’s sale that took place Wednesday, also in Geneva, immediately toppled that record, garnering a total of $154.2 million.
The auction was sold 89 percent by lot and 92 percent by value.
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