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Los Angeles--For the second consecutive year, The House of Graff will sponsor the green room at the Screen Actors Guild (SAG) Awards this January, honoring the charitable work of actors and the SAG Foundation.

“Our sponsorship of the SAG Awards’ green room in 2011 proved to be a superb fit with Graff’s commitment to excellence, a commitment which is reflected both in the quality and craftsmanship of our diamonds and precious gems and in the philanthropic and humanitarian causes we assist,” said Henri Barguirdjian, president and CEO of Graff Holdings Inc.

The SAG Awards green room offers an elegant, comfortable retreat in which SAG presenters can await their moment on stage and privately review their ceremony scripts. This year, displays of Graff’s works of art in gemstones will highlight the green room’s décor.

The House of Graff also will serve as the official jeweler of the SAG Awards.

“We are grateful to The House of Graff both for their generous contributions to the SAG Foundation and the beautiful aesthetic they have brought to the SAG Awards green room,” said JoBeth Williams, SAG Awards committee chair and SAG Foundation
president. “We look forward to this year’s transformation of the backstage haven for our presenters.”

Graff’s sponsorship of this Hollywood awards ceremony is notable, considering it is not a brand that splashes itself all over the red carpet come awards season. Graff does not lend jewels to celebrities for high-profile events. 

“The people who wear Graff jewelry own it,” Laurence Graff, founder and company chairman, told The New York Times in an article on the diamantaire’s push to sell in China. 

The 18th annual SAG Awards will be simulcast live from Los Angeles at 8 p.m. on Jan. 29 on TBS and TNT.

The House of Graff, or Graff Diamonds, is headquartered in London and involved in every stage of the jewelry making process, from mining to hand-finished pieces. The company, regarded for its standard of excellence in the world of fine jewelry, has stores around the world, with the newest in San Francisco, Calif.

The SAG Foundation provides emergency relief to members in economic distress, scholarships for performers and their children and emergency funds for members with catastrophic illnesses. The foundation also operates The Actor’s Center and two public children’s literacy programs, BookPALS (Performing Artists for Literacy in Schools) and Storyline Online.