Graff become known in the middlemen, ensuring the supply of the right quantity and quality of diamonds to feed the creation of his finished jewellery and grow his retail business. This has brought benefits to the consumer, not only in pricing, but also in transparency, traceability and consistency of quality, “All our diamonds are cut in the Graff way,”
He explains. “We’ve taken the most classic, established cuts and refined them with perfect proportions to get the utmost from each stone. We prefer to cut a little more, losing weight if necessary, to attain that perfection.”
https://howtospendit.ft.com/watches-jewellery/96093-an-audience-with-graff-ceo-laurence-graff
KING OF DIAMONDS 
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