Graff names BTS star Jung Kook global ambassador for gold jewelry campaign

Graff named BTS member Jung Kook its newest global ambassador and put him in front of the Laurence Graff Signature campaign, a July rollout that turns the house’s faceted goldwear into something much easier to recognize at a glance. The collection translates diamond geometry into contemporary jewelry in white, yellow and rose gold, and Graff says each piece is carved from a single piece of gold.

The timing gives the move more weight than a standard ambassador announcement. Laurence Graff OBE established the company in London in 1960, and the house still describes itself as family-owned more than six decades later. Jung Kook had already been named Hublot’s global brand ambassador in February 2026, and the Graff chatter picked up after he was spotted wearing the jeweler’s pieces publicly, including during Weverse live sessions.

For gifting, the price ladder tells you exactly where this line lives. The Laurence Graff Signature diamond ring in yellow gold starts at $4,600, the diamond stud earrings start at $5,700, and the small chain pendant is $8,150. Those are still proper luxury buys, but they are at least plausible milestone gifts for someone who likes polished, logo-free jewelry. The large chain necklace sits at $80,000, which puts it firmly in special-occasion territory rather than “just because” shopping.

That is where Jung Kook helps Graff most. He brings BTS’s global reach to a house built on rarity and diamond expertise, and the campaign photographed by Sølve Sundsbø gives the Signature line a cleaner, younger visual language without softening its high-jewelry credentials. If you want a gift that feels current but still unmistakably expensive, the ring or pendant is the sweet spot; if you are buying for someone who treats jewelry like a daily uniform, the larger goldwear pieces now have a celebrity face attached to them.