The Jeweller Takes a 1920s Neo-Georgian Landmark for Its New Flagship, With Curved Walls, Celadon Tones and a Jewellery-Box VIP Room.
The Graff Melbourne boutique will open at 101 Collins Street, the city’s most prestigious boulevard, as the jeweller’s new flagship in the city. It sits inside Francis House, a historic building from the 1920s, and will show Graff’s Fine Jewellery, Bridal and High Jewellery collections. The announcement does not give an exact opening date.
Graff Melbourne Boutique
Graff describes the space as a place where craftsmanship, artistry and rare stones come together. The boutique will carry the House’s Fine Jewellery and Bridal collections in large display counters made to invite browsing. High Jewellery has its own place too, in a library inside the private VIP room. You can see the House’s collections on the Graff website.
Graff Melbourne Boutique at a Glance
| Detail | Information |
|---|---|
| Address | 101 Collins Street, Melbourne |
| Building | Francis House, 1920s Neo-Georgian |
| Collections | Fine Jewellery, Bridal, High Jewellery |
| Design Inspiration | Curves of the Tilda’s Bow collection |
| Signature Colors | Celadon tones and gold |
| Special Space | VIP room styled like a jewellery box |
| Opening Date | Not yet announced |
Inside the Graff Melbourne Boutique
The Main Salon
Gently curved walls greet visitors, drawing on the loops and curves of Graff’s Tilda’s Bow collection. Chandeliers hang overhead and cast a warm glow over detailed wall panelling, reflective chiselled glass and sculptural mirrors. Elegant sliding doors in celadon tones lead into the spaces beyond.
The private room is inspired by the inside of a rich jewellery box, in soft celadon and shimmering gold. Lacquered wall panels inlaid with mother-of-pearl wrap around the space, and a bespoke carpet handwoven with golden threads and beads covers the floor. A bold travertine desk sits under a chandelier, and a library displays High Jewellery pieces next to hand-painted gouaches.
A Historic Home on Collins Street
Francis House is one of Melbourne’s historic buildings. It dates to the 1920s and was designed in a classic Neo-Georgian style. Graff is preserving the façade so it keeps its original character, and it has added paravents, or screens, in a richly textured, gold-toned finish. They catch the light and echo the energy of the surrounding cityscape.
What Graff’s CEO Said
Chief Executive Officer Francois Graff called the opening an exciting new chapter in a city known for its love of art and design. He said the boutique is more than a new destination: it expresses the brand’s identity and its commitment to Melbourne’s luxury community.
Why the Graff Melbourne Boutique Matters
A flagship on Collins Street puts Graff in one of Australia’s best-known luxury streets, inside a building with real history rather than a new retail unit. The Graff Melbourne boutique shows how jewellery houses are using architecture and interiors to set themselves apart, from the curved walls to the VIP room. For more jewellery news, browse our Luxury Jewellery section. If high jewellery is your interest, see how a very different piece made headlines when Kylie Jenner wore a $50 million Fantasy Bra at the Victoria’s Secret show, and catch up on everything else in our Latest Stories.
FAQs: Graff Melbourne Boutique
Where Is the Graff Melbourne Boutique?
It is at 101 Collins Street, Melbourne, inside the historic Francis House.
When Does the Boutique Open?
The announcement does not give an opening date. Check Graff’s website for updates.
What Will the Boutique Sell?
Fine Jewellery, Bridal jewels and High Jewellery.
Who Founded Graff?
Laurence Graff OBE founded the House in 1960, and it remains a family business.
