Luxury London jeweller, Graff, to open in Melbourne.

The women of Toorak, Brighton and beyond are about to make some new best friends with today’s announcement that Graff Diamonds will be opening its first Australian store at Crown in Melbourne early next year.

Founded in London in 1960 by Laurence Graff, the company already has stores in New York, Monte Carlo, Beijing, Abu Dhabi and Seoul. After dropping out of school at 14, Graff worked as a jeweller’s apprentice in London where he started at the bottom, scrubbing toilets. His family is now worth more than $5 billion according to Forbes and his clients have included noted diamond fan Elizabeth Taylor, Donald Trump, Oprah Winfrey and the Sultan of Brunei.

“The house of Graff is synonymous with excellence,” says Francois Graff, chief executive officer of Graff Diamonds. “Our clients know that when they come to us they are receiving the best in the world in terms of the quality of the diamonds and gemstones, craftsmanship and client care.”

The opening will mark the 50th anniversary of Laurence Graff’s first international diamond showcase, with the tour starting in Australia.

In Australia, Graff Diamonds will be operated by Australian luxury retailer LK Boutique (part of Emerald Group Investments), which already has a strong presence at Crown.

“Graff is the premier diamond brand in the world and sets the standard for excellence,” says James Kennedy, chief executive officer of Emerald Group Investments. “We are thrilled to be partnering with Graff to launch its first Australian store.”

– Damien Woolnough