May 19, 2022

In Tiffany & Co’s new “About Love” campaign, Beyoncé wears a beautiful piece of jewelry that features the famed 128.54-carat Tiffany Diamond, one of the world’s largest yellow diamonds. The Grammy-winning singer made fashion history as the first Black woman to wear the iconic diamond.

“Love is the diamond that the jewelry and art decorate,” Beyoncé and Jay-Z stated in a Monday news release.

The Tiffany Diamond was discovered in South Africa in 1877. Mary Whitehouse, the wife of American diplomat Edwin Sheldon Whitehouse, Audrey Hepburn, and singer Lady Gaga, have worn it in the past.

Beyoncé shared many of the visually arresting photographs on her Instagram account. Jay-Z, 51, reclines in a chair and gazes at Beyoncé, who mimics Audrey Hepburn in a black gown paired with black opera gloves and an updo. An artwork from Jean-Michel Basquiat’s private collection titled “Equals Pi” provides an appropriate backdrop, as it evokes a Tiffany Blue signature.

Jay-Z elevates his black tuxedo with a pair of one-of-a-kind cufflinks recreated from Jean Schlumberger’s iconic Bird on a Rock brooch.

“Beyoncé and Jay-Z are the epitome of the modern love story,” Alexandre Arnault, executive vice president of product and communications, said in the release. “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.”

The global debut of “About Love” campaign, shot by Mason Poole, is scheduled for September 2.

Beyoncé and Jay-Z have also collaborated on a video advertisement including Beyoncé’s performance of “Moon River,” the iconic song from the 1961 film “Breakfast At Tiffany’s.”

Tiffany & Co. announced a $2 million donation to Historically Black Colleges and Universities scholarship and internship programs (HBCUs). These are United States institutions of higher education that were founded prior to the 1964 Civil Rights Act with the express purpose of serving the African-American population.

Tiffany’s announced in a news release that the shoot with Beyoncé and Jay-Z marks the first time the diamond has been featured in an advertising campaign.