Fair(mined) Business: Editor’s Letter, May 2014



Baselworld, as most of you know, is renowned for its spectacular, multimillion-dollar booths. And this year, Graff Diamonds, a first-time exhibitor at the Swiss luxury show, had one of the most remarkable. With its high ceilings, subdued lighting (bestowed by an extraordinary chandelier), not to mention Laurence Graff himself—the diamantaire stood snacking behind the maple wood–paneled bar while I perused his rarefied merchandise—the booth presented a highbrow glimpse of how some people do business in Basel.At my next appointment, with Fendi, a much more fashion-driven vision of Basel prevailed. Fresh from a corporate reshuffling, the brand’s timepiece division is now 100 percent owned by Fendi and its parent company, LVMH (after buying up the remaining shares in its longtime licensee). The design director who led me through the latest collection was crystal-clear about how Fendi
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