Diamond house recreates seminal 1970s marketing ploy but ups budget.
To celebrate founder Laurence Graff’s 60th anniversary in the jewellery business Graff Diamonds has created a bejewelled coiffure using US$500 million (£310.4m) worth of diamonds.
The very expensive hairdo is in fact a recreation of a stunt pulled by Graff Diamonds in the 1970s when it used US$1 million – about £8 million in today’s money – of its diamonds to decorate a model’s hair.
Speaking of the 1970 creation, Graff said: "At that time, this was a highly original concept which captured the attention of the world’s media and was seen in newspapers and magazines around the globe.
“Until this time, images showing fine jewellery were typically modelled in a more conservative style. This image broke the mould by using a younger model and created the idea of diamonds being aspirational to younger women.”
In his 60th year in the trade Graff upped the budget. The 2013 bejewelled coiffure has been created with 22 jewels, including some of Graff’s most famous diamonds such as the Graff Sweethearts, a pair of earrings set with 51.53ct and 50.76ct D colour Flawless type IIA heart shape diamonds and a selection of jewellery crafted from the 550ct Letšeng Star, the 14th largest white rough diamond ever discovered.
The brand has made a video to illustrate the process of creating this Hair & Jewel, which you can watch below.
The timing of the unveiling of the 2013 Hair & Jewel has been planned to coincide with the opening of Graff Diamonds’ 40th store, which has opened in Seoul, Korea.
Graff said: “Hair & Jewel is a celebration of our expertise and success, as we continue to operate at the very pinnacle of the industry.
“I am extremely proud of what Graff Diamonds has achieved, but as I always say, we are just beginning, there is still a long way to go."