bahrainthismonth.com | MAY 2025 UK IN BAHRAIN 29 A Legacy in Flight: 50 Years of Graff’s Butterfly This year, Graff marks the 50th anniversary of one of its most celebrated icons: the Butterfly. Synonymous with elegance, transformation and timeless beauty, the Butterfly motif has become an enduring symbol of the House of Graff’s philosophy – one of perpetual evolution and exquisite craftsmanship. In honour of this golden milestone, Graff has launched a breath-taking new high jewellery collection, celebrating five decades of creativity and precision. In Bahrain, these exceptional pieces are exclusively available through Bahrain Jewellery Centre (BJC), the region’s trusted destination for world-class luxury. Since its debut in 1975, the Graff Butterfly has evolved from minimal diamond pendants to intricate brooches and spectacular timepieces. Each iteration captures the ephemeral elegance of the butterfly mid-flight, frozen forever in the finest diamonds. As Francois Graff, CEO of Graff, explains: “In many ways, the evolution of the Graff Butterfly embodies the ethos of Graff. We transform, reimagine and redefine what is possible across every aspect of the jewellerymaking process in a relentless pursuit of perfection.” A New Era of High Jewellery To mark the 50th anniversary, Graff unveiled a striking new campaign and high jewellery collection on March 20 – a date chosen to coincide with the first day of spring in the northern hemisphere. Shot by renowned photographer Felix Cooper in London, the campaign presents a bold, contemporary interpretation of the butterfly, merging tradition with innovation. The highlight of the new collection is a mesmerising necklace handcrafted at Graff’s Mayfair atelier. At its centre lies a 5.04 carat emerald-cut diamond, from which a vibrant burst of pear-shaped and marquise diamond butterflies seem to flutter outward. These delicate forms trace the curvature of a 57.13 carat arc of snow-set pavé emeralds, creating a lush green canopy that echoes the rebirth of spring. Another equally captivating piece features a 5.02 carat emerald-cut diamond framed by a graceful cascade of butterflies along an arc of pavé-set stones. The positioning of each wing has been precisely engineered by Graff’s master artisans to maximise light reflection, resulting in an ethereal shimmer with every movement. Set in nearly invisible white gold, these pieces appear to float on the skin – a technical triumph matched only by their visual impact. Design in Motion Ms. Anne-Eva Geffroy, Design Director at Graff, believes the motif still sparks wonder: “Jewellery creations inspired by the Graff Butterfly harness the exquisite beauty of one of nature’s most captivating creatures. Every jewellery piece is designed and crafted to inspire the wearer – an ever-present reminder of their opportunity for transformation and ability to fly.” The symbolic weight of the butterfly continues to resonate across cultures. Often associated with change, rebirth and good fortune, it remains a powerful emblem of personal evolution. This collection draws on that significance, merging meaningful design with unmatched technical prowess. Among the standout designs is a suite featuring snow-set pavé wings and oval centre stones. The butterflies, positioned at varied angles, give the illusion of gliding along the neckline. A pear-shaped diamond drop adds movement and elegance. Matching earrings and a bracelet mirror these design codes, each butterfly appearing to hover weightlessly above the skin. Another complete set — necklace, earrings and bracelet — dazzles with over 80 carats of emerald cut and pavé diamonds. Each element is composed to evoke balance, harmony and a visual rhythm that mirrors the delicate beat of a butterfly’s wings. A Bahrain Showcase For discerning clients in Bahrain, this milestone collection can be explored at Bahrain Jewellery Centre (BJC). As the country’s authorised retailer for Graff, BJC has long been known for bringing exceptional craftsmanship and exclusive luxury brands to the Kingdom. With their deep understanding of the region’s appreciation for fine jewellery, BJC is the ideal partner to present Graff’s Butterfly in its most opulent and inspiring form. Whether for collectors, connoisseurs or those marking a personal transformation of their own, this 50th anniversary collection offers a rare opportunity to own a piece of design history – a wearable work of art that fuses past, present and future. As the butterfly continues its flight through Graff’s storied legacy, this latest evolution reaffirms its place not only as a design hallmark, but as a symbol of what lies just beyond metamorphosis.
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