British billionaire Laurence Graff, the man jewelry business insiders call the new Harry Winston, swears this story is true: A woman and her husband walk into Graff's shop on London's swanky New Bond Street and ask to see the stunning diamond-and-ruby necklace in the window.

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At one of the bashes, the birthday granny wore a ruby- and diamond-studded necklace so big that one party-goer described it as looking like a bib.

CNN: PEOPLE

While the priciest Tiffany and Cartier pieces tend to be understated, Bulgari's designs shout--like a necklace with 84 carats of ruby and 674 carats of emerald beads, embellished with diamond-set rondelles.

FORBES: Magazine Article