LONDON — What is the best accompaniment to the world’s largest emerald-cut diamond?
Perfume, of course.
The British jeweler Graff, owner of the 302.37-carat Lesedi La Rona, has introduced a collection of six fragrances named for the diamond, the company’s first venture into the sector in its six-decade history.
It took two years and more than 175 scents proposed by international perfumers to develop the collection, said Walter Johnsen, a perfume creative with Inter Parfums, a Paris-based scent developer. The business, collaborating with the Graffs, created and manufactured the fragrances, as it has for other brands including Van Cleef and Arpels, Boucheron, and Coach.
Expanding into the beauty sector is a well-trodden and often lucrative path for luxury brands, but developing a fragrance for a diamond brand poses a particular challenge. A diamond symbolizes eternity and is prized for its permanence and immutability, while perfume is ethereal, formless and subjective.
Mr. Johnsen said that — eventually — he found inspiration in one of Graff’s most prized possessions: the principal gem cut from a 1,109-carat rough diamond found in Botswana in 2015 and bought by the jewelry family for $53 million in 2017. “Diamonds, like the very best perfumes, are totally unique,” Mr. Johnsen said. “Both are the result of an elemental process — ultimately they are both gifts of the earth.”
“I focused on the emotions they both create when given and received,” he said. “They are profoundly positive, they give happiness, they become a signature, they celebrate a pivotal time in life.”
The result was distinctly different eaux de parfums, the category of fragrance that contains about 15 percent to 20 percent pure perfume essence. Each is labeled with the Lesedi La Rona name and a Roman numeral, from one to six.
Lesedi La Rona IV is what Mr. Johnsen called “the fun one,” with base notes of toasted Marcona almonds and Brazilian coffee absolute, which is extracted from roasted coffee beans; middle notes with Manuka honey blossom and tonka bean, and top notes that include lavender and Italian lemon. And he described Lesedi La Rona I as possessing “regal and old world elegance” with its combination of pink peppercorn, orris root, Egyptian jasmine and patchouli.
Laurence Graff, the company’s founder and chairman, said in an email, “We wanted the fragrances to echo our values at Graff by using only the most exceptional ingredients in perfumery, with the same care given to the composition of the fragrances as the cutting and polishing of the diamond itself.”
The fragrances are packaged in crystal bottles that nod to the Lesedi La Rona’s emerald cut and, at 270 pounds ($343) for 100 milliliters, are sold on the Harrods website. Sales are planned to expand into selected stores worldwide in September, and Mr. Johnsen said the VII and VIII versions were being developed for introduction next March, pending Mr. Graff’s approval.