He’s called the creator of Graff Diamonds, provider of jewellery and jewels. He soon went into partnership with Schindler, a jeweller, fixing rings and creating little items of jewellery in a little store. That store went out of business and so Graff started selling his jewellery designs alone to jewellers throughout England. By 1962, he’d two jewellery stores, including his first in Hatton Garden- the center of London’s jewellery commerce since medieval times. In 1960, he founded the Graff Diamonds business. By 1974, he’d started specializing in selling to just affluent buyers in the Middle East. One day, Prince Turki bin Abdul Aziz walked to the store and purchased everything including a 14 carat diamond. Graff is enlarging his business in throughout the planet with over 35 shops now covering US, Europe, Asia, Africa as well as the Middle East. In 2008, Graff bought the Wittelsbach Diamond for 16.4 million, a significant premium over the 9 million guide cost. Nearly two years after, Graff shown he’d had three diamond cutters shine the rock to remove the processors and enhance the clarity, reducing the diamond from 35.52 carats (7.104 grams) to 31 carats (6.2 grams). This activity continues to be compared by critics to making the Mona Lisa prettier. Yet, in accordance with gemologist Richard W. Wise, “At a price of just 4.45 carats the recut and renamed Wittelsbach-Graff Diamond has been raised from a GIA level of Elaborate Deep Grayish Blue to a Elaborate Deep Blue. Its clarity standard continues to be also elevated from VS2 to Internally Flawless (IF). It is an amazing improvement.” Additionally, the “Graff recut kept the first double stellate amazing facet pattern thereby keeping the general appearance of the first stone.”
He was awarded the OBE (Officer of the Order of the British Empire) in the 2013 Queen's Birthday Honours List for his services to the jewelry industry. He is the founder of Graff Diamonds.