Graff Launches Tilda’s Bow Campaign Reimagining Signature Bow in Jewellery

Graff launched a new campaign for its Tilda’s Bow collection across the brand’s channels on 16 February 2026, unveiling a hero white‑gold suite illuminated with over 22 carats of Graff diamonds. The campaign imagery was shot in London by photographer Liz Collins and features models Rosalieke Fuchs and Xinyue Guo, presenting the house’s bow silhouette in a deliberately sculptural register.

The collection spans diamond necklaces, earrings, bracelets, rings and timepieces, each piece described in coverage as handcrafted in the Graff atelier and defined by perfectly tied forms. Designers have translated the bow into layered loops and intricate knots set with pear‑shaped and baguette‑cut stones; a hero visual introduces a new layered motif where necklace, earrings and ring display flowing ribbons swept to one side, their surfaces illuminated with over 22 carats of Graff diamonds.

Anne‑Eva Geffroy, design director at Graff, situates the new pieces within the house’s ongoing design language. She says, “We are endlessly inspired by the silhouette and sentiment of Tilda’s Bow, and so our designs continue to grow and evolve with new high and fine jewellery interpretations, from classic forms and outlines to sleek and contemporary expressions, as well as creations set with rare yellow diamonds and gemstones.” That emphasis on rare yellow diamonds is literal in one high‑jewellery suite, which pairs oval fancy intense yellow diamonds with more than 560 white diamonds.

The bow has been a Graff motif for more than 50 years, and the Tilda’s Bow campaign frames that continuity around themes repeatedly used in coverage: “timeless elegance, unconditional love and enduring family bonds.” The house’s revisitation blends sentimental symbolism with technical display, pear and baguette cuts articulate the ribbon-like edges, while pavé and precise channel setting give volume to the knots and loops.

Graff’s present-day context amplifies the collection’s lineage. Founded by Laurence Graff in 1960, the London‑based house remains family run under chief executive Francois Graff with three generations active across the business; Graff operates more than 70 stores globally and retains a legacy as a cutter and polisher of headline stones, including the 302.37‑carat Graff Lesedi La Rona and the Graff Venus. Graff’s watches, described as crafted in Geneva, appear alongside jewellery in the Tilda’s Bow assortment.

Two dates appear in the materials captured: the campaign launch across Graff’s channels on 16 February 2026 and a site subscription prompt reading “Subscribe to discover our new campaign launching April 8th.” The February launch and the 19 February 2026 coverage are the operative timeline here, while the April 8th line on Graff’s site remains an unexplained discrepancy in the captured copy.

No per‑piece prices or exhaustive per‑stone specifications were published in the captured coverage; the articles quote only the white‑gold suite’s “over 22 carats” and the high‑jewellery suite’s “more than 560 white diamonds.” For collectors and clients, the new Tilda’s Bow marks a technical and emotional restatement of Graff’s signature motif, marrying the house’s historic stone‑cutting pedigree to contemporary sculptural jewellery.