Laurence Graff’s View of Luxury

JCK: How did you get from being an apprentice to being one of the world’s top jewelers? LG: I left school at 14 to become a bench apprentice and started selling jewelry at age 17. I really built the business stone by stone. I traveled around the world with stones in my pocket. I had samples and did exhibits in the Middle East and Far East before other jewelers went there. I got to know what people like, and I cultivated personal relationships over time. Now, when Middle Eastern or Far Eastern clients come to me, I know how to produce for them. JCK: Motivational gurus say you should visualize yourself where you want to be. When you were starting out, did you envision yourself here? LG: I didn’t start by planning to crack into Winston, Cartier, etc. I thought it was a success to sell a few engagement rings – I sold my first one for £100! JCK: Now that yo
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