The designers are Reena Ahluwalia, Shaun Leane, Rachel Roy, Stephen Webster, Biren Vaidya (The Rose International) and Tang Wei.

FORBES: Designers Create Diamond Jewelry Backed By A Promise

Many of the designers who created the jewelry were at the launch, including Theo Fennell, Stephen Webster, Shaun Leane, Dickson Yewn and Alexandra Mor.

FORBES: Mila Kunis and Jewelry Designers On Hand For Emerald Jewelry Unveiling In London

Graff says he's not interested in selling out, even at a time when private equity firms like Ronald Burkle's Yucaipa are investing in British jewelers Garrard and Stephen Webster.

FORBES: King of Bling