Graff names BTS star Jung Kook as first global ambassador

Graff named Jung Kook its first global ambassador on July 2 and launched him in the Laurence Graff Signature campaign, a notable break for a 66-year-old diamond house that had never before appointed a global face. The move puts one of pop’s most recognizable figures in front of a brand built on heritage, stones and discretion.

The campaign was photographed by Sølve Sundsbø and framed in Graff’s green-and-gold palette, with a faceted backdrop that echoed the geometry of a diamond. Graff’s own campaign copy says Jung Kook is wearing creations from the Laurence Graff Signature collection, a line the house describes as its goldwear offering. The pieces are unisex and come in white, yellow and rose gold.

Jung Kook brings something a traditional ambassador usually does not: a global fan base that moves at the speed of social media and a fashion influence that reaches well beyond the usual diamond-buying audience. Graff first teased the collaboration on Instagram on July 1, then confirmed it the next day. For a legacy jeweler, that kind of visibility can do more than raise awareness. It can recast the brand as current.

The potential audience shift is the real prize. BTS has a worldwide following that spans South Korea, the United States, Europe and beyond, and Jung Kook’s presence gives Graff a bridge into consumers who may know the house by name but not yet by piece. It also widens the brand’s reach across categories: diamond jewelry that might once have been read primarily through bridal tradition can now sit inside a broader fashion conversation, where gold links, diamond accents and gender-neutral styling carry as much weight as the classic engagement ring.