Graff
(https://www.graff.com) 📸 Data Snapshot: May 16, 2026
Identity & Authority — The Lens
Inspect the JSON-LD. Is there an Organization or Person schema, and does it carry sameAs links to real external profiles (LinkedIn, socials)? Missing schema or no identity declaration signals an anonymous entity.
Identity & Authority
Expert verifiability & Schema depth.
13
Impact Weight: 15 / 100
87% Reputation
Authority is primarily anchored in the named person Laurence Graff, who is referenced as a ‘master artisan.’ However, the schema_json is a standard Organization type and lacks Person schema or sameAs links to verify the digital footprint of specific craftspeople mentioned in the text. There is a minor authority gap where the site mentions ‘record-breaking jewels’ without providing a direct link to the specific records (e.g., Guinness or auction records).
The site makes bold claims about the ‘passionate fire of the Graff diamond’ and ‘record-breaking jewels,’ which could be seen as fluff without documentation. However, these are backed by 3D product views and extremely granular pricing (e.g., £118,000 for a necklace), which provides a material anchor for the luxury performance claims. The disconnect is minimal compared to industry averages.
Identity & Authority is read from the structured data first: whether the site declares who it is in machine-readable schema, with verifiable identity links. Below is the schema captured per page, then the external proof links that support (or fail to support) that identity.
🔗 Identity & Technical Layer — schema JSON-LD: identity chains, entity gaps
Homepage schema
{
"@context": "http://schema.org",
"@type": "Organization",
"legalName": "Graff",
"url": "https://www.graff.com/uk-en/home/",
"logo": "https://www.graff.com/on/demandware.static/-/Library-Sites-GraffSharedLibrary/default/dwe16f9d65/images/logo.svg",
"contactPoint": [
{
"@type": "ContactPoint",
"telephone": "+1 2123559292",
"contactType": "customer service"
}
],
"sameAs": [
"https://www.facebook.com/graff/"
]
}
/uk-en/engagement-bridal/engagement/engagement-rings/
{
"@context": "http://schema.org/",
"@type": "ItemList",
"itemListOrder": "Unordered",
"description": "Shop our beautiful bridal jewellery collection. Diamond engagement rings, wedding bands and bridal accessories. Fall in love with a Graff diamond.",
"name": "Engagement Rings",
"url": "https://www.graff.com/uk-en/engagement-bridal/engagement/engagement-rings/",
"numberOfItems": 16,
"itemListElement": [
{
"@type": "ListItem",
"image": "https://www.graff.com/dw/image/v2/BFNT_PRD/on/demandware.static/-/Sites-master-catalog/default/dwc8ca7a02/sfcc-graff-staging/U/p/d/a/t/Update_RGR647_GR186379_Hero.jpg?sw=800&sh=800",
"url": "https://www.graff.com/uk-en/engagement-bridal/engagement/engagement-rings/icon/icon-pear-cut-yellow-diamond-engagement-ring/RGR647P_RGR647.html",
"name": "Icon Pear Cut Yellow Diamond Engagement Ring",
"position": 1
},
{
"@type": "ListItem",
"image": "https://www.graff.com/dw/image/v2/BFNT_PRD/on/demandware.static/-/Sites-master-catalog/default/dw24215aa9/sfcc-graff-staging/i/m/a/g/e/images_hi_res_ET01SEALL_ET01SE_GR79630_Hero_1.jpg?sw=800&sh=800",
"url": "https://www.graff.com/uk-en/engagement-bridal/engagement/engagement-rings/promise/promise-square-emerald-cut-diamond-engagement-ring/ET01SEALL_ET01SEALL.html",
"name": "Promise Square Emerald Cut Diamond Engagement Ring",
"position": 2
},
{
"@type": "ListItem",
"image": "https://www.graff.com/dw/image/v2/BFNT_PRD/on/demandware.static/-/Sites-master-catalog/default/dw544858c4/sfcc-graff-staging/i/m/a/g/e/images_hi_res_RGR320O_RGR320_Hero_1.jpg?sw=800&sh=800",
"url": "https://www.graff.com/uk-en/engagement-bridal/engagement/engagement-rings/constellation/constellation-oval-diamond-engagement-ring/RGR320O_RGR320O.html",
"name": "Constellation Oval Diamond Engagement Ring",
"position": 3
},
{
"@type": "ListItem",
"image": "https://www.graff.com/dw/image/v2/BFNT_PRD/on/demandware.static/-/Sites-master-catalog/default/dwf355f41b/sfcc-graff-staging/i/m/a/g/e/images_hi_res_MPV01ALL_MPV01_GR35656_Hero_1.jpg?sw=800&sh=800",
"url": "https://www.graff.com/uk-en/engagement-bridal/engagement/engagement-rings/flame/flame-marquise-cut-diamond-engagement-ring/MPV01ALL_MPV01ALL.html",
"name": "Flame Marquise Cut Diamond Engagement Ring",
"position": 4
},
{
"@type": "ListItem",
"image": "https://www.graff.com/dw/image/v2/BFNT_PRD/on/demandware.static/-/Sites-master-catalog/default/dw72522165/sfcc-graff-staging/i/m/a/g/e/images_hi_res_RGR619H_RGR619_hero_1.jpg?sw=800&sh=800",
"url": "https://www.graff.com/uk-en/engagement-bridal/engagement/engagement-rings/icon/icon-heart-shape-diamond-engagement-ring/RGR619H_RGR619.html",
"name": "Icon Heart Shape Diamond Engagement Ring",
"position": 5
},
{
"@type": "ListItem",
"image": "https://www.graff.com/dw/image/v2/BFNT_PRD/on/demandware.static/-/Sites-master-catalog/default/dwd3307b39/sfcc-graff-staging/i/m/a/g/e/images_hi_res_RGR778_GR83381_Hero_1.jpg?sw=800&sh=800",
"url": "https://www.graff.com/uk-en/engagement-bridal/engagement/engagement-rings/laurencegraffsignature/laurence-graff-signature-round-diamond-engagement-ring/RGR778_RGR778.html",
"name": "Laurence Graff Signature Diamond Ring",
"position": 6
},
{
"@type": "ListItem",
"image": "https://www.graff.com/dw/image/v2/BFNT_PRD/on/demandware.static/-/Sites-master-catalog/default/dwdf2a1093/sfcc-graff-staging/i/m/a/g/e/images_hi_res_RGR838_RGR838_hero_1.jpg?sw=800&sh=800",
"url": "https://www.graff.com/uk-en/engagement-bridal/engagement/engagement-rings/icon/icon-three-stone-round-diamond-engagement-ring/RGR838_RGR838.html",
"name": "Icon Three Stone Round Diamond Engagement Ring",
"position": 7
},
{
"@type": "ListItem",
"image": "https://www.graff.com/dw/image/v2/BFNT_PRD/on/demandware.static/-/Sites-master-catalog/default/dw9d82cee9/sfcc-graff-staging/i/m/a/g/e/images_hi_res_YET01ALL_YET01ALL_YET02_GE73178_Hero_1.jpg?sw=800&sh=800",
"url": "https://www.graff.com/uk-en/engagement-bridal/engagement/engagement-rings/promise/promise-emerald-cut-yellow-diamond-engagement-ring/YET01ALL_YET01ALL.html",
"name": "Promise Emerald Cut Yellow Diamond Engagement Ring",
"position": 8
},
{
"@type": "ListItem",
"image": "https://www.graff.com/dw/image/v2/BFNT_PRD/on/demandware.static/-/Sites-master-catalog/default/dw355f17d0/sfcc-graff-staging/i/m/a/g/e/images_hi_res_RGR647C_RGR647_hero_1.jpg?sw=800&sh=800",
"url": "https://www.graff.com/uk-en/engagement-bridal/engagement/engagement-rings/icon/icon-cushion-cut-yellow-diamond-engagement-ring/RGR647C_RGR647.html",
"name": "Icon Cushion Cut Yellow Diamond Engagement Ring",
"position": 9
},
{
"@type": "ListItem",
"image": "https://www.graff.com/dw/image/v2/BFNT_PRD/on/demandware.static/-/Sites-master-catalog/default/dw0a055e8b/sfcc-graff-staging/Y/O/H/S/0/YOHS01_GR133936_hero.jpg?sw=800&sh=800",
"url": "https://www.graff.com/uk-en/engagement-bridal/engagement/engagement-rings/promise/promise-oval-yellow-diamond-engagement-ring/YOHS01ALL_YOHS01ALL.html",
"name": "Promise Oval Yellow Diamond Engagement Ring",
"position": 10
},
{
"@type": "ListItem",
"image": "https://www.graff.com/dw/image/v2/BFNT_PRD/on/demandware.static/-/Sites-master-catalog/default/dw32a38108/sfcc-graff-staging/O/S/0/0/OS00_GR224514_Hero.jpg?sw=800&sh=800",
"url": "https://www.graff.com/uk-en/engagement-bridal/engagement/engagement-rings/paragon/paragon-oval-diamond-engagement-ring/OS00ALL_OS00ALL.html",
"name": "Paragon Oval Diamond Engagement Ring",
"position": 11
},
{
"@type": "ListItem",
"image": "https://www.graff.com/dw/image/v2/BFNT_PRD/on/demandware.static/-/Sites-master-catalog/default/dw39a73c5d/sfcc-graff-staging/i/m/a/g/e/images_hi_res_PT01ALL_PT01_GR79026_Hero_1.jpg?sw=800&sh=800",
"url": "https://www.graff.com/uk-en/engagement-bridal/engagement/engagement-rings/promise/promise-pear-shape-diamond-engagement-ring/PT01ALL_PT01ALL.html",
"name": "Promise Pear Shape Diamond Engagement Ring",
"position": 12
},
{
"@type": "ListItem",
"image": "https://www.graff.com/dw/image/v2/BFNT_PRD/on/demandware.static/-/Sites-master-catalog/default/dwacd051e7/sfcc-graff-staging/R/G/R/6/1/RGR619C_RGR619_Hero.jpg?sw=800&sh=800",
"url": "https://www.graff.com/uk-en/engagement-bridal/engagement/engagement-rings/icon/icon-cushion-cut-diamond-engagement-ring/RGR619C_RGR619.html",
"name": "Icon Cushion Cut Diamond Engagement Ring",
"position": 13
},
{
"@type": "ListItem",
"image": "https://www.graff.com/dw/image/v2/BFNT_PRD/on/demandware.static/-/Sites-master-catalog/default/dw54761b3d/sfcc-graff-staging/R/G/R/6/1/RGR619O_RGR619_Hero.jpg?sw=800&sh=800",
"url": "https://www.graff.com/uk-en/engagement-bridal/engagement/engagement-rings/icon/icon-oval-diamond-engagement-ring/RGR619O_RGR619.html",
"name": "Icon Oval Diamond Engagement Ring",
"position": 14
},
{
"@type": "ListItem",
"image": "https://www.graff.com/dw/image/v2/BFNT_PRD/on/demandware.static/-/Sites-master-catalog/default/dw6c342bd1/sfcc-graff-staging/i/m/a/g/e/images_hi_res_RPV01ALL_RPV01_GR79012_1_00_hero_1.jpg?sw=800&sh=800",
"url": "https://www.graff.com/uk-en/engagement-bridal/engagement/engagement-rings/flame/flame-round-diamond-engagement-ring/RPV01ALL_RPV01ALL.html",
"name": "Flame Round Diamond Engagement Ring",
"position": 15
},
{
"@type": "ListItem",
"image": "https://www.graff.com/dw/image/v2/BFNT_PRD/on/demandware.static/-/Sites-master-catalog/default/dw3c941807/sfcc-graff-staging/R/T/Y/0/1/RTY01_GR165023_hero.jpg?sw=800&sh=800",
"url": "https://www.graff.com/uk-en/engagement-bridal/engagement/engagement-rings/promise/promise-round-diamond-engagement-ring/RTY01ALL_RTY01ALL.html",
"name": "Promise Round Diamond Engagement Ring",
"position": 16
}
]
}
/eu-en/home/
{
"@context": "http://schema.org",
"@type": "Organization",
"legalName": "Graff",
"url": "https://www.graff.com/uk-en/home/",
"logo": "https://www.graff.com/on/demandware.static/-/Library-Sites-GraffSharedLibrary/default/dwe16f9d65/images/logo.svg",
"contactPoint": [
{
"@type": "ContactPoint",
"telephone": "+1 2123559292",
"contactType": "customer service"
}
],
"sameAs": [
"https://www.facebook.com/graff/"
]
}
/uk-en/jewellery-collections/view-by-collection/butterfly/ — no schema detected (entity gap)
/uk-en/high-jewellery.html
{
"@context": "http://schema.org",
"@type": "Organization",
"legalName": "Graff",
"url": "https://www.graff.com/uk-en/home/",
"logo": "https://www.graff.com/on/demandware.static/-/Library-Sites-GraffSharedLibrary/default/dwe16f9d65/images/logo.svg",
"contactPoint": [
{
"@type": "ContactPoint",
"telephone": "+1 2123559292",
"contactType": "customer service"
}
],
"sameAs": [
"https://www.facebook.com/graff/"
]
}
/uk-en/jewellery-collections/view-by-collection/classic-graff/ — no schema detected (entity gap)
🛡️ Trust Signals — external proof links that back the declared identity
0Review mentions (all pages)
6External proof links (all pages)
| Page | Reviews | Proof links |
|---|---|---|
| / (home) | 0 | 1 |
| /uk-en/engagement-bridal/engagement/engagement-rings/ | 0 | 1 |
| /eu-en/home/ | 0 | 1 |
| /uk-en/jewellery-collections/view-by-collection/butterfly/ | 0 | 1 |
| /uk-en/high-jewellery.html | 0 | 1 |
| /uk-en/jewellery-collections/view-by-collection/classic-graff/ | 0 | 1 |
Explore the other reputation pillars for Graff
Analysis Disclosure & Source Attribution
This page presents a snapshot of public data from Graff, captured on May 16, 2026, to show how machine logic reads Identity & Authority signals into an AI reputation evaluation.
Purpose: This data is presented under “Fair Use” for the purpose of independent signal analysis, allowing readers to see the raw signals behind the reputation score.
Notice to Graff: This analysis is part of a non-adversarial audit conducted by 1 Euro SEO. The results are intended as professional feedback to help improve any website’s machine-readability and authority signals. The evaluation is free, and any company can request a fresh audit at any time.
Any company can use the insights for free and improve its voice. When a company has updated its content, it can always submit a new audit request, which will be reflected in a new current score.
To all users: You are encouraged to visit the live site at https://www.graff.com to view the most current version of its content and see directly what this company is about and what it offers.