Safeguarding Graff’s signature luxury design in China and beyond

Overview

Graff Diamonds is renowned for its exceptional craftsmanship and protected design portfolio. As counterfeiters shifted to faster, decentralized networks, particularly across China, traditional manual brand protection could not keep pace with imitation techniques and volume growth.

The Challenge

As Graff expanded online, copycat sellers became faster and harder to track. Sophisticated replicas and look-alike designs started appearing across major marketplaces, especially from overseas sellers in China. Many listings reused Graff’s imagery or ornamental design.

Manual checks and legal notices were no longer enough. By the time a counterfeit listing was found, dozens more had already appeared under new seller accounts. This created real business impact: customer confusion, lost sales, and the risk that buyers might receive low-quality copies and associate that experience with Graff.

The Turning Point

Graff saw immediate results when Red Points’ tailored solution started surfacing counterfeit listings linked to their protected designs. The ability to rely on an AI-driven solution, backed by expert analysts to validate and enforce complex cases, made enforcement quicker and more accurate. The customized rules based on design patterns, price, and stock variations flagged potential infringements before they became widespread.

The Solution

Dedicated Managed Services for Luxury Brand Protection
Graff uses Red Points’ dedicated analyst services to review design infringements, enforce rules, and manage complex cases, especially critical in luxury, where nuances matter. This hands-off approach allows Graff to benefit from expert validation and faster enforcement without burdening their internal team.

Design-Driven Detection Rules
Red Points worked with Graff to define specific criteria based on pricing, design patterns, and sub-market triggers, allowing the system to automatically surface likely counterfeits.

Key automation layers include:

Price-based logic to automatically discard high-priced original listings and validate low-priced fakes.

Blacklisted domains, where all content is automatically removed due to known counterfeit activity.

Fake-image fingerprint rules, where specific known-fake product images trigger instant enforcement

Stock-based rules, flagging unrealistic inventory levels often used in counterfeit listings.

These rules ensure priority on threats most likely to harm Graff’s customers and brand equity.

Regional Enforcement & Reporting
Protection spans across marketplaces, websites, and social platforms globally, with focused enforcement and insights from high-risk regions such as China.

“Regional reporting gives us a clearer view of where infringements happen and how quickly we resolve them.”
Joanne Evans, Senior Global E-Commerce Client Services Manager

The Result

Leveraging Red Points’ tailored rules and managed services, Graff Diamonds has removed over 14,000 infringements and blocked 3,500 unauthorized sellers, including replicas in China, preventing $6M in counterfeit value from reaching customers.

Internal effort has dropped dramatically, while visibility and enforcement efficiency have increased. Graff now operates confidently with expert review, automated design- and price-based enforcement, and market-level reporting, enabling the brand to focus on continued growth while protecting the exclusivity and integrity of its jewelry worldwide.