Majors

Beyoncé and Jay-Z Are All ‘About Love’ in New Tiffany Campaign

MajorsAug 23, 2021

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.

ActiveStorage-16734-20210823-2304191-j1s9mw.jpg
Mason Poole shot “About Love,” which features Beyoncé wearing the Tiffany diamond and a never-publicly-displayed painting by Jean-Michel Basquiat called “Equals Pi.” (Beyoncé and Jay-Z for the Tiffany & Co. fall 2021 About Love campaign/Photo credit: Mason Poole)
ActiveStorage-16733-20210823-2304191-19xlzo.jpg
A close-up shot of the Tiffany Diamond. “About Love” is the first time the famous 128.54-carat stone has been worn in an advertising campaign. (Beyoncé and Jay-Z for the Tiffany & Co. fall 2021 About Love campaign/Photo credit: Mason Poole)
View Slideshow
New York—Tiffany & Co. has announced the stars of its latest campaign, teaming up with one of the most powerful and influential couples in the world.

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.

20210823_Jay Z bird on a rock cufflinks.jpg
The “Bird on a Rock” design transformed into cufflinks

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.”

 Related stories will be right here … 

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

CCWW Designs Multiple Shell Charm Necklace
TrendsJul 18, 2025
Piece of the Week: CCWW Designs’ Shell Charm Necklace

The charm necklace features six nautical charms of shells and coral that founder Christina Puchi collected on Florida’s beaches.

Jewelry industry veterans Brad Campbell and John Liebler
TechnologyJul 18, 2025
Brad Campbell, John Liebler Join Clientbook’s Executive Team

Campbell joins the company as vice president of business development while Liebler is the new vice president of operations.

Silver, Gold, and Bronze Medals for Italy Olympic Winter Games
CollectionsJul 17, 2025
2026 Winter Olympic Medal Design Symbolizes Unity

The medals feature a split-texture design highlighting the Games’ first time being hosted by two cities and the athletes’ journeys.

an instructor and a student in a bench jewelry classroom
Brought to you by
Investing in the Next Generation of Bench Jewelers

The Seymour & Evelyn Holtzman Bench Scholarship from Jewelers of America returns for a second year.

vimeo screenshot.png
Supplier BulletinJul 17, 2025
The INSTORE Jewelry Show 2025: Your Holiday Preparations, All Wrapped Up!

Sponsored by The INSTORE Jewelry Show 2025

Weekly QuizJul 17, 2025
This Week’s Quiz
Test your jewelry news knowledge by answering these questions.
Take the Quiz
Guinness
SurveysJul 17, 2025
The Most Recommended Brands in the World, According to YouGov

Globally, travel and transportation brands reigned, while in the U.S., alcoholic beverage companies and a lingerie brand took the top spots.

Gina Ferranti
IndependentsJul 17, 2025
Gina Ferranti of GiGi Ferranti Jewelry Dies at 59

The Brooklyn-based jewelry designer is remembered as a true artist and a rare talent.

Jewelers of America logo with meetup, State of the Majors, giveaway and massages
Brought to you by
Jewelers of America is Headed to Las Vegas for JCK 2025

The countdown is on for the JCK Las Vegas Show and JA is pulling out all the stops.

Rio Tinto Chief Executive Simon Trott
SourcingJul 17, 2025
Rio Tinto Names New CEO, Production Rises at Diavik

Production at the mine in Canada’s Northwest Territories topped 1 million carats in Q2, the third consecutive quarter of growth.

Jewelers of America Learning Workship Logo
Events & AwardsJul 17, 2025
JA to Hold Learning Workshops This Fall

A new slate of Learning Workshops will take place in Oklahoma, Mississippi, and Georgia.

Gold bracelets and bangles
SurveysJul 16, 2025
Signet Jewelers Falls Lower on NRF’s ‘Top 100’ Retailers List

The middle class is changing its approach to buying jewelry and affordable luxury goods, the NRF said.

Buccellati Opera high jewelry bracelet
FinancialsJul 16, 2025
Richemont’s Jewelry Sales Up 7% in Q1

It marks the third consecutive quarter of growth for Cartier, Van Cleef & Arpels, Buccellati, and Vhernier.

Rolex Datejust ref. 16233
WatchesJul 16, 2025
The Top-Selling Rolex Models of the Last 15 Years, According to Bob’s Watches

The reseller’s market trends report, based on its sales data, also shows exactly how much Rolex prices have jumped since 2010.

Jean Dinh Van Orgue Ring
AuctionsJul 16, 2025
Christie’s To Honor Dinh Van With Exhibition

The auction house will be hosting a retrospective paying tribute to jeweler Jean Dinh Van and his company’s 60th anniversary.

Jake Duneier and Danielle Duneier
IndependentsJul 16, 2025
Clyde Duneier Ushers In Fourth Generation

Jake Duneier and Danielle Duneier-Goldberg have stepped into the roles of CEO and president, respectively.

Boucheron Impermanence Boucheron Dragonfly Earrings and Wisteria Hair Piece
CollectionsJul 15, 2025
Boucheron’s New High Jewelry Calls Attention to Nature’s Impermanence

The “Impermanence” collection contemplates nature through the Japanese art of Ikebana (flower arranging) and philosophy of wabi-sabi.

James Avery Cedar Park
MajorsJul 15, 2025
James Avery Expands to 2 More States

The Texas-based jewelry retailer has set up shop in Tennessee and Arizona.

Eric Ford, Couture’s new brand director and former fine jewelry buyer at Neiman Marcus
Events & AwardsJul 15, 2025
Neiman Marcus Vet Joins Couture as Brand Director

Eric Ford will step into the role, bringing with him decades of experience.

Bench jeweler holding a ring and a tool
MajorsJul 15, 2025
Ben Bridge Jeweler Acquires Olympic Manufacturing

In addition to improved capabilities, the acquisition will allow the jeweler to offer support to other independent jewelers.

Guzema Celestial Blue
CollectionsJul 15, 2025
Guzema Debuts First Colored Gemstone Jewelry

The “Celestial Blue” capsule collection campaign features Olympian Kateryna Sadurska.

Nanis Mykonos Store Exterior and Interior
MajorsJul 14, 2025
Nanis Opens First Store

The seasonal store, located in Mykonos, Greece, offers exclusive events, personal styling, and curated experiences.

Long’s Jewelers Summer of Love promo
IndependentsJul 14, 2025
It’s the Summer of Love at Long’s Jewelers

The New England jeweler is hosting a bridal event for the month of August.

Ethical Gem Fair
SourcingJul 14, 2025
Ethical Gem Fair Heads to Seattle

The trade-only event will host its debut fair in the Emerald City later this month.

The Edge and The Edge Retail Academy Logos
Events & AwardsJul 11, 2025
The Edge’s Annual Conference Returns in September

Its sessions will focus on inventory strategies, staff performance, retention and acquisition, emerging market trends, and more.

Miseno Arco Earrings
CollectionsJul 11, 2025
Piece of the Week: Miseno’s ‘Arco’ Earrings

For its 10th anniversary, Miseno designed the “Arco” earrings based on the Arco Felice, an arch conceptualized in A.D. 95 in Miseno, Italy.

James Avery Texas charm
Policies & IssuesJul 11, 2025
James Avery to Donate $1M to Texas Hill Country Relief Efforts

The jewelry company is one of several contributing to relief efforts in the region after the recent floods.

Kelly Osbourne Engagement Ring
TrendsJul 11, 2025
Kelly Osbourne’s Engagement Ring Is Sweet as Honey

Inspired by fiancé Sid Wilson’s nickname for her, the white and yellow diamond ring features a unique honeycomb design.

×

This site uses cookies to give you the best online experience. By continuing to use & browse this site, we assume you agree to our Privacy Policy