Sara Sampaio Launches Graff's Green Lady Diamonds Campaign. Will Sara Also Take On The 'Peace' Diamond Project?

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Sara Sampaio Launches Graff's Green Lady Diamonds Campaign. Will Sara Also Take On The 'Peace' Diamond Project?

Portuguese model and VS Angel Sara Sampaio is the new face of Graff Diamonds. Lensed by Patrick Demarchelier for Graff's Green Lady campaign Sara shines wearing a pair of 50 carat emerald cut diamond earrings as well as a 35 carat emerald cut D Flawless diamond ring. 

In November 2015 How To Spend It Magazine interviewed Laurence Graff, chairman of Graff Diamonds, in advance of the sale of an exceptional diamond called Blue Moon, in advance of its Sotheby's sale for $48.5m. 

Vivienne Becker amplifies the impact Laurence Graff has had on the fine jewelry business with his pioneering mine-to-market business model. Graff brought together "the disparate sectors of the traditional fragmented diamond supply chain, with its total disconnect between the miners at the source, the cutters and dealers and the artistry of the finished jewels."

The 'Peace' Diamond From Sierre Leone

AOC hasn't written about diamonds and blood diamonds for several years, but the journey to market of the 'Peace' diamond caught our attention.

It was Laurence Graff who won the Dec. 2017 bidding in New York, acquiring the so-called 'Peace' diamond from the government of Sierra Leone.