Graff
(https://www.graff.com) 📸 Data Snapshot: May 16, 2026
Trust & Proof — The Lens
Count trust words (review, testimonial, rating, verified) against real outbound proof links (Google, Trustpilot, Clutch, G2, Yelp). Lots of trust language with zero verification links is trust theatre. Unlinked logo galleries count against it.
Trust & Proof
Verifiable evidence vs. Trust Theatre.
15
Impact Weight: 20 / 100
75% Reputation
The site avoids trust theatre entirely, with a review_count of 0 across all pages, signaling that the brand does not rely on aggregate social proof common in lower-tier retail. Proof_links_count is 1 on most pages, likely pointing to a central ‘Graff Difference’ or certification page, though the crawl does not show direct links to GIA certificates for individual items. The ‘trust_theatre_flag’ is false, indicating no unverified review displays or fake ‘as seen in’ strips are detected.
Proof density is strong in the technical domain (carats, hallmarking mentioned, metal purity) but weak in the ethical domain. The site claims ‘ethically sourced’ and mentions ‘conflict-free’ diamonds in metadata, but the provided text does not show links to Kimberley Process documentation or specific RJC certification. Verifiable technical data outnumbers vague assertions by a ratio of 3:1.
Trust & Proof is read by weighing trust language against real verification. Below is the page-by-page tally of review mentions and external proof links, then the schema markup that may (or may not) declare verifiable ratings and identity proof.
🛡️ Trust Signals — reviews, proof links, trust-theatre check
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 |
🔗 Identity & Technical Layer — schema JSON-LD: declared ratings, reviews & identity proof
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)
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 Trust & Proof 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.