Graff opened a new jewelry boutique at South Coast Plaza this week marking its first store in Southern California.
The new 1,800 square foot location landed on the second level in Jewel Court and is Graff’s first shop to open in the U.S. in 10 years. The jeweler has been looking for a space in Orange County for several years, officials said.
“The opening of Graff South Coast Plaza marks a notable milestone as we expand our offering across the United States,” Chief Executive of Graff USA Marc Hruschka said in a statement.
Graff is known for its diamond collections and high jewelry pieces, and was founded by Laurence Graff in London in 1960. Still run by the Graff family, the brand currently counts 60 stores worldwide.
The company also chose to debut its newest diamond necklace, a rare piece totaling 150 carats, at the South Coast salon to mark the opening. Prices range from $900 to over $500,000 depending on the category.
South Coast Plaza in Costa Mesa is OC’s largest shopping center ranked by taxable sales with around 280 stores currently open.
