The geometric lines are just so stunning! Jung Kook makes a surprise appearance in a Graff ad, redefining the image of high jewelry
A chic styling demo with the legendary British jewelry house~
Summary
- Jungkook makes a surprise appearance in the latest 2026 campaign film for Laurence Graff Signature by high jewelry house Graff.
- The film showcases several geometric-faceted diamond rings, styled in refined, innovative stacks that break away from traditional jewelry-wearing rules.
- The Laurence Graff Signature collection centers on exceptional diamond cutting and geometric faceted designs as its core design language.
- Graff was founded in London in 1960 and is renowned for sourcing legendary rare large diamonds from around the world and for its exquisite craftsmanship.
View this post on Instagram
BTS member Jung Kook makes a surprise appearance in Graff’s new Laurence Graff Signature campaign. Challenging the notion that high jewelry is only for formal occasions, he stacks geometric-faceted diamond rings in various metals and widths for a look that feels more casual and relaxed.
Meet Graff, the legendary British high jewelry house
For those new to high jewelry, Graff is a name that represents the pinnacle of the diamond world. Founded in London in 1960 by Laurence Graff, the brand is best known for its exceptional end-to-end craftsmanship: from sourcing, cutting, and polishing to hand-setting some of the world’s most legendary and rare large diamonds, Graff oversees every step itself. With its discerning eye for large diamonds and technical expertise, Graff has become one of the world’s leading jewelry brands, and its high jewelry pieces are dream acquisitions for many collectors.
Refined craftsmanship in geometric lines and exceptional cutting
The collection draws inspiration from the crisp facets of diamonds. Designers cleverly use three-dimensional geometric contours, allowing the precious metals and diamonds to refract brilliant light from every angle. Available in white gold, rose gold, and yellow gold, the collection also includes styles set with fine pavé diamonds. Each ring’s edges and facets are meticulously polished by master craftspeople to ensure a comfortable fit and smooth lines, making it ideal for women who appreciate understated pieces with thoughtful details.
Rather than simply pursuing diamond carat weight, leading brands have been breaking down jewelry’s gender and occasion boundaries in recent years. Graff’s decision to collaborate with Jung Kook aligns perfectly with this shift. This street-inspired, gender-neutral approach to wearing jewelry relaxes the once-unapproachable image of high jewelry and shows how good design can fit fully into everyday life, an especially welcome quality in investment pieces for daily wear.
Join POPBEE Circle and subscribe to the POPBEE newsletter for the latest updates, and get early access to exclusive perks and special offers! Beyond this article, here are a few recent stories worth checking out:
- Shin Min-a is so stunning on her first visit to Taiwan: Louis Vuitton high jewelry exhibition “Mythica” Secret Sanctuary, wear the heroine’s myth on your body!
- ARMYs, are your hearts racing? The lip oil Jungkook used on livestream is this one, and it makes his bedtime routine feel complete
- From leopard print coats to velvet suits, BTS wears two seasons of AMIRI menswear in “NORMAL”
