On May 11, British luxury jeweller Graff opened a special pop-up exhibition at Taikoo Li Chengdu. The event, titled “Fall in Love with Graff”, highlights the brand’s bridal jewellery and will run until May 20, also known online as “520 Day” or “I Love You Day” in China — a day when people express love through gifts and romantic gestures.
The exhibition takes place in an outdoor space and introduces visitors to Graff’s story, its craftsmanship, and its bridal collections. The immersive setup features four themed zones, each designed to give guests a deeper look into the world of Graff.
One key area is the “craft corridor,” an interactive section that showcases the brand’s signature ring designs and diamond-setting techniques. Another, the “promise of time” wing, walks visitors through the journey of a diamond — from rough stone to a polished engagement ring. The “love zone” displays bridal gowns inspired by the shapes and sparkle of diamond facets, creating a romantic visual link to Graff’s jewellery.
Guests can also try on four of Graff’s most iconic engagement ring styles: Promise, Icon, Flame, and Paragon. The try-on area is only available for a limited time during the exhibition. In addition to these rings, the display includes a variety of couples’ rings and wedding bands, catering to people in different stages of their relationships.
Graff was founded in 1960 by Laurence Graff OBE and is known for its rare diamonds and luxurious craftsmanship. It remains one of the most prestigious names in fine jewellery. Since May, the brand has been actively promoting its bridal collections in China, offering personalised consultations to customers.
Luxury brands are increasingly turning to pop-up events and interactive exhibitions to connect with consumers in new and engaging ways. Chengdu has become a key destination for such brand activations. Graff’s latest showcase reflects both this marketing trend and the city’s growing importance in China’s luxury market.
Related topics:
- Cemetery Worker Arrested for Grave Robbing After Attempting to Steal Jewelry
- CHS Senior Wins Jewelry Design Competition with ‘Sea Breeze’ Ring
- Pandora Names Xia Zhiguang as New Brand Ambassador
