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.
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.