Graff, Gstaad — Promenade 2, 3780 Gstaad, Switzerland

Today I visited the Graff boutique with my husband. We recently moved from New York and came specifically to choose a yellow diamond ring before the New Year. I am an existing Graff client and have visited Graff boutiques in many countries around the world, which makes this experience particularly disappointing. While in the boutique, I looked at the jewelry and then walked into another room where there was a beautiful Christmas tree and a mirror. I approached the mirror to take a selfie of myself with the Christmas tree and fireplace in the background. I was not photographing any jewelry, showcases or staff. At that moment, a sales associate rushed toward me and told me in a sharp and unpleasant manner that photography was forbidden. When I asked why, she replied “for security reasons.” I explained that I was not taking photos of jewelry and had not even tried anything on, only a selfie with the holiday décor. She then said to me, literally: “It’s impossible that you take pictures in this store.” Without letting me finish my sentence or apologizing, she then started speaking in French🫠 to the security guard, instructing him to tell me to stop taking photos. ( Even I had already stopped since she spoke with me 🫠🤡🎪 ) All of this was done with a fake smile and an aggressive, disrespectful tone. Involving security in a situation where an existing client is simply taking a selfie with a Christmas tree feels excessive, humiliating, and completely inappropriate for a luxury brand. I am attaching the exact photos that caused this reaction, clearly showing that they do not include any jewelry, displays, or anything that could reasonably be considered a security concern. I have never experienced treatment like this. Unfortunately, after this incident, we decided not to proceed with choosing a ring at this boutique.💔

Burn In Couture

While out for a stroll yesterday with my brother, we popped into the Graff boutique in Gstaad where I received a wonderful welcome from Sylvinha, the boutique manager, and Lola, her assistant. I thank them again for their invaluable advice.

Gaetane Brucker

I am extremely disappointed and shocked by my experience at this boutique. I went there intending to buy a high-value piece of jewelry (I was considering a ring worth approximately one million francs), but I was stopped at the entrance by a security guard. He was a bald man wearing glasses. His behavior was completely unacceptable: rude attitude, contemptuous tone, and a categorical refusal to let me in without any valid explanation. I asked to speak to the head of security to clarify the situation, but he told me that he was the one in charge and that he made the decisions. He then permanently denied me access to the boutique. Communication was difficult: he spoke French at a very low and informal level, which is absolutely inappropriate for an establishment of this standing. I am a customer of this brand, and this is the first time I have encountered such behavior. Such an attitude is completely incompatible with the standards of a luxury brand. This type of behavior seriously damages the brand's image. I don't understand how a store of this caliber can tolerate such a lack of professionalism. If management doesn't respond, I will be forced to file a formal complaint with the brand's headquarters and share my experience on other platforms. As of now, I have no intention of returning to this store.

Denis Voronov