Beyoncé and Jay-Z Are All ‘About Love’ in New Tiffany Campaign
The power couple stars in the new campaign, which features a trio of firsts.
Beyoncé and Jay-Z are the faces of “About Love,” the jeweler’s new advertising campaign that marks a few firsts.
To start with, it is the first time the two musicians, who have more than 50 Grammys between them, have appeared in a campaign together.
It is also the first time the famous Tiffany Diamond, a 128.54-carat yellow stone, has appeared in one of the jeweler’s campaigns (the stone has made a public appearance fairly recently, however, accompanying Lady Gaga to the Academy Awards in 2019).
In the images of the campaign released so far, Beyoncé is seen wearing the diamond with a black dress reminiscent of the iconic Givenchy gown Holly Golightly (Audrey Hepburn) wore in the opening scene of “Breakfast at Tiffany’s” with long black mesh gloves.

Designs from the “Tiffany T” and Jean Schlumberger collections are also featured, including Schlumberger’s “Bird on a Rock brooch,” reconstructed as a pair of one-of-a-kind cufflinks worn by Jay-Z and pictured above.
Lastly, “About Love” marks the first the public appearance for Jean-Michel Basquiat’s painting “Equals Pi,” which has a Tiffany-blue background. The painting has been part of a private collection since its creation in 1982.
In a news release, Tiffany said the campaign is “the result of a close collaboration and a shared vision between both the Carters and Tiffany,” and is an “exploration of connection and vulnerability.”
It’s also a continuation of the Carters’ relationship with Tiffany’s new owner, LVMH.
Earlier this year, it was announced that LVMH, which owns Moët and Hennessy, would acquire half of Armand de Brignac, Jay-Z’s brand of champagne that’s better known as Ace of Spades.
“Beyoncé and Jay-Z are the epitome of the modern love story,” Tiffany Executive Vice President of Product & Communications Alexandre Arnault 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.”
Mason Poole shot the print portion of “About Love,” with styling by June Ambrose and Marni Senofonte. It will launch globally Sept. 2.
An accompanying film directed by Emmanuel Adjei—who collaborated with Beyoncé on her musical film and visual album “Black Is King”—with Beyoncé singing her own version of “Moon River,” the famous Henry Mancini song from “Breakfast at Tiffany’s,” also was shot.
That is set to launch on the Tiffany website on Sept. 15.
Additional campaign films by director Dikayl Rimmasch and second unit director Derek Milton are set to drop later this year.
Tiffany said “About Love” reflects its “continued support of underrepresented communities,” and, as part of its partnership with the Carters, the jeweler is pledging $2 million toward scholarship and internship programs for historically Black colleges and universities.
The Latest

Paola Sasplugas, co-founder of the Barcelona-based jewelry brand, received the Fine Jewelry Award.

A platinum Zenith-powered Daytona commissioned in the late ‘90s will headline Sotheby’s Important Watches sale in Geneva next month.

The Signet Jewelers-owned retailer wants to encourage younger shoppers to wear fine jewelry every day, not just on special occasions.

The risk of laboratory-grown diamonds being falsely presented as natural diamonds presents a very significant danger to consumer trust.

The 21 pieces, all from a private collector, will be offered at its Magnificent Jewels auction next month.


Lilian Raji answers a question from a reader who is looking to grow her jewelry business but has a limited marketing budget.

GCAL by Sarine created the new role to sharpen the company’s focus on strategic partnerships and scalable expansion.

The Indiana jeweler has acquired Scottsdale Fine Jewelers in Scottsdale, Arizona.

“Cartier: Design, Craft, and Legacy” opened earlier this month at the Victoria and Albert Museum in London.

Van Cott Jewelers in Vestal, New York, is hosting a going-out-of-business sale.

Industry veteran Samantha Larson has held leadership roles at Borsheims, McTeigue & McClelland, Stuller, and Long’s Jewelers.
The two organizations will hold the educational event together this fall in Mississippi.

The entrepreneur and “Shark Tank” star will share his top tips for success.

The Ukrainian brand’s new pendant is modeled after a traditional paska, a pastry often baked for Easter in Eastern European cultures.

The jeweler has announced a grand reopening for its recently remodeled location in Peoria, Illinois.

The “Strong Like Mom” campaign features moms who work at Tiffany & Co. and their children.

Interior designer Athena Calderone looked to decor from the 1920s and 1930s when crafting her first fine jewelry collection.

During a call about its full-year results, CEO Efraim Grinberg discussed how the company is approaching the uncertainty surrounding tariffs.

The free program provides educational content for jewelry salespeople and enthusiasts to learn or refresh their diamond knowledge.

The feedback will be used to prepare other jewelers for the challenges ahead, the organization said.

The online sessions are designed to teach jewelers to use AI tools like ChatGPT and Claude to grow their business.

The opening marks the jewelry retailer’s first location in the Midwest.

The “United in Love” collection offers tangible mementos of hearts entwined with traditional and non-traditional commitment heirlooms.

Robert Goodman Jewelers will hold a “Black Jewelry Designers and Makers” event on April 27.

The announcements follow a tumultuous start to 2025 for WJA, which saw a wave of resignations following controversial statements about DEI.

Editor-in-Chief Michelle Graff answers questions about how the new taxes levied on countries like India and China will impact the industry.