Diamonds / Industry / Marketing

Beyoncé and Jay-Z Are All “About Love” for Tiffany & Co.


Tiffany & Co. announced that power couple Beyoncé and Jay-Z will star in its latest campaign, “About Love.”

“Beyoncé and Jay-Z are the epitome of the modern love story,” said Alexandre Arnault, executive vice president of product and communications at Tiffany & Co., in a statement. “As a brand that has always stood for love, strength, and self-expression, we could not think of a more iconic couple that better represents Tiffany’s values. We are honored to have the Carters as a part of the Tiffany family.”

This is the first time the couple has appeared in a campaign together and do so against the backdrop of Jean-Michel Basquiat’s Equals Pi, in a partnership with the Artestar agency. This is the first time Equals Pi (1982), which is part of a private collection, has been seen in public.

This is also a first for the famous Tiffany Diamond: It’s the first time it has been featured in a company ad campaign. Beyoncé is only the fourth woman to have worn the Tiffany Diamond—which weighs 128.54 carats, has 82 facets, and is estimated to be worth $30 million—following Mary Crocker Alexander Whitehouse, Audrey Hepburn, and Lady Gaga. The gem is considered one of the most important discoveries of the 19th century.  Unearthed in 1877 in South Africa’s Kimberley mine, founder Charles Lewis Tiffany purchased the rough diamond in 1878.

Meanwhile, Jay-Z wears Jean Schlumberger’s legendary Bird on a Rock brooch, reconstructed as a pair of one-of-a-kind cufflinks.

The images were styled by June Ambrose and Marni Senofonte.

As part of the campaign, there is also a film by director Emmanuel Adjei featuring 1961’s Breakfast at Tiffany’s classic song “Moon River” reimagined by Beyoncé. The film, which was set at the Orum Residence in Los Angeles, was captured by Jay-Z on a Super 8 camera.

As part of the deal with the Carters and the the “About Love” campaign, Tiffany & Co. will donate $2 million toward scholarship and internship programs for historically Black colleges and universities.

The campaign officially bows on Sept. 2, and the film will drop on on Sept. 15.

The Tiffany Diamond
The famed Tiffany Diamond that has been worn by Audrey Hepburn, Lady Gaga, and now Beyoncé

Top: Beyoncé and Jay-Z pose in a still for Tiffany & Co.’s “About Love” campaign. Beyoncé wears the famous Tiffany Diamond as Jean-Michel Basquiat’s Equals Pi holds court in the background (photo by Mason Poole; courtesy of Tiffany & Co.).

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Kristin Young

By: Kristin Young

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