Majors

Beyoncé Once Again Fronts Tiffany & Co. Campaign

MajorsSep 09, 2022

Beyoncé Once Again Fronts Tiffany & Co. Campaign

Hailed as “an exploration of fearless creativity,” the campaign features jewelry from its most iconic collections and famous designers.

20220909_1-Tiffany header.jpg
Beyoncé is the face of Tiffany & Co.’s new “Lose Yourself in Love” campaign. Seen here is the ad for the new “Tiffany Lock” collection.
New York—Beyoncé is once again the face of Tiffany & Co.’s latest campaign as the pair continue their partnership.

“Lose Yourself in Love” is described as a celebration of individuality, love, and universal connection.

The campaign is “an exploration of fearless creativity,” said Alexandre Arnault, executive vice president of product and communications at Tiffany.

“‘Lose Yourself in Love’ embodies the beauty of self-love and empowered elegance. Beyoncé is an inspiration to so many because she embodies these qualities. We are honored to continue our partnership for the second year in a row and usher in an exciting new era of love,” he said.

Previously, Beyoncé and her husband Jay-Z were the faces of the jeweler’s “About Love” campaign.

“I am honored to continue the partnership with Tiffany & Co. and to explore even deeper how beautiful our connections are when we truly celebrate the relationship and importance of love that we have for ourselves as individuals,” said Beyoncé.

In the campaign, Beyoncé, who holds the record of most-nominated female artist in Grammy history, wears jewels from several of the jeweler’s most iconic collections, including “Tiffany T,” “Tiffany HardWear,” “Tiffany Knot,” and the new “Tiffany Lock,” which may be the company’s answer to Cartier’s “Love” bracelet.

20220909_2-Tiffany.jpg
“Lose Yourself in Love” will feature jewelry from several collections, like this ad for the “Tiffany T” collection

Pieces from house designers Jean Schlumberger and Elsa Peretti also are featured throughout the campaign.

The two designers, like Beyoncé, were “pillars of fearless self-expression during their time,” said Tiffany.

A custom Tiffany HardWear necklace, seen above, was created especially for the campaign by Tiffany’s Jewelry Design and Innovation Workshop in New York City.

The piece, worn by Beyonce in the campaign, took more than 40 hours to assemble and polish by hand. 

The 18-karat gold links are three times the scale of the standard Tiffany HardWear graduated link necklace.

A limited number of these large-scale necklaces will be available for purchase.

Tiffany will also release a campaign film this fall, inspired by Beyoncé’s song, “Summer Renaissance.” 

The video was created by Grammy Award-winning music video director Mark Romanek, who took inspiration from New York’s Studio 54-era. Emmy- nominated director and dancer Fatima Robinson served as choreographer.

Mason Poole at Hangar Studios in Los Angeles shot the print campaign, with video by Dikayl Rimmasch, and styling from Marni Senofonte and Patti Wilson.

Set designer Thomas Petherick played with scale, depicting giant speakers in wide landscape shots beside tight jewelry portraits set in a smaller scale.

 Related stories will be right here … 

“Inclusivity serves as a common theme throughout the campaign, nodding to the overarching call to come together in celebration not only in the film but also worldwide,” said Tiffany.

Tiffany launched a social impact platform, Tiffany Atrium, in July, aiming to foster opportunities for those in historically underrepresented communities.

The education arm of the platform supports the long-term growth and development of students and institutions, the company said.

It includes the company’s ongoing partnership with Beyoncé and Jay-Z, also known as the Carters, through the Tiffany & Co. About Love Scholarship Program, in collaboration with BeyGOOD and the Shawn Carter Foundation.

In 2021, Tiffany pledged $2 million in scholarship funding for students in the arts and creative fields at Historically Black Colleges and Universities through 2024.

A total of 60 students have received these scholarships, with beneficiaries for the 2022-2023 academic year set to be announced in the coming weeks.

The new campaign launched globally in print and digital on Sept. 2 with additional media activations beginning today.

The film will debut in October on the Tiffany website.

The Latest

Sothebys The Desert Rose orangy pink diamond collectors week
AuctionsAug 29, 2025
Sotheby’s UAE Sale to Feature 32-Carat Fancy Vivid Orangy Pink Diamond

The highlight of a single-owner jewelry and watch collection, it’s estimated to fetch up to $7 million at auction this December.

Calvin Klein watch and jewelry campaign
FinancialsAug 29, 2025
Movado’s Q2 Sales Rebound Despite Tariff Impact

CEO Efraim Grinberg noted a resurgence in the fashion watch market.

Mark Davis Bullseye Necklace
CollectionsAug 29, 2025
Piece of the Week: Mark Davis’ ‘Bullseye’ Necklace

The “Bullseye” necklace, with vintage bakelite and peridot, August’s birthstone, is the perfect transitional piece as summer turns to fall.

japac-btyb.png
Brought to you by
Rallying Call for the Jewelry Industry on Tariffs and Other Key Issues

Jewelers of America is leading the charge to protect the industry amidst rising economic threats.

Image #1_Resized.png
Supplier BulletinAug 28, 2025
Clientbook Is Helping Jewelers Turn Clienteling Challenges into Wins with Hands-On Training and Coaching

Sponsored by Clientbook

Weekly QuizAug 29, 2025
This Week’s Quiz
Test your jewelry news knowledge by answering these questions.
Take the Quiz
GIA’s new report for lab-grown diamonds
GradingAug 28, 2025
GIA’s New ‘Quality Assessment’ for Lab-Grown Diamonds Is Coming

It will classify lab-grown stones into one of two categories, “premium” or “standard,” in lieu of giving specific color and clarity grades.

Botswana President Duma Boko
SourcingAug 28, 2025
Botswana Declares Public Health Emergency Amid Diamond Sales Slump

President Duma Boko addressed the country’s medical supply chain crisis in a recent televised address.

rio-article photo-diamond.jpg
Brought to you by
Taking the Moment Head On: How Rio Grande Champions the Present & Future of Fine Jewelry

As a leading global jewelry supplier, Rio Grande is rapidly expanding and developing new solutions to meet the needs of jewelers worldwide.

Sissy’s Log Cabin Back to School and Bling
IndependentsAug 28, 2025
Sissy’s Log Cabin Donates School Supplies to Memphis Students

The jeweler teamed up with two local organizations for its inaugural “Back to School and Bling” event.

Taylor Swift Engaged
EditorsAug 27, 2025
Taylor Swift’s Engagement Ring Is a Fairy Tale for Vintage Diamond Cuts

The singer’s new bling, reportedly a natural old mine-cut diamond, is no paper ring.

11,685-carat Imboo emerald
SourcingAug 27, 2025
11,685-Carat Emerald Recovered From Zambia’s Kagem Mine

Dubbed the “Imboo,” or “buffalo,” emerald, the rough gemstone is part of Gemfields’ latest emerald auction, which is taking place now.

Shopping cart
SurveysAug 27, 2025
Consumer Confidence Slips in August Amid Job, Income Worries

Plans for dining out, booking vacations, and buying big-ticket items were down.

Mine + Found Play Collection Prize Bubble Locket, Whistle Pendent, Fortune Dice
CollectionsAug 27, 2025
Mined + Found’s New Collection Gets Playful

The “Play” collection centers on nostalgic toys that have kinetic elements to carry playfulness and wonder into adulthood.

CCWW lifesaver necklace
CollectionsAug 26, 2025
Does Your Jewelry Stack Need a Snack?

Designer Christina Puchi, the creative force behind CCWW Designs, has created charms and pendants based on iconic candies and crackers.

Nick Jonas x Fossil Campaign
WatchesAug 26, 2025
Nick Jonas Gets Nostalgic in New Fossil Campaign

The Jonas Brothers star showed off new timepieces against the backdrop of his favorite spots in his home state of New Jersey.

Wally Hinkamp and Donna Hinkamp Warren
IndependentsAug 26, 2025
Hinkamp Jewelers Celebrates 70 Years

The family-owned jeweler in Fayetteville, North Carolina, is in the hands of the second generation.

Emmanuel Raheb
ColumnistsAug 26, 2025
Back to School, Back to Style: Why August is Prime Time for Self-Gifting

In his latest column, Emmanuel Raheb shares tips for encouraging customers to treat themselves to new jewelry.

London Jewelers Rolex East Hampton Boutique Exterior
WatchesAug 25, 2025
London Jewelers Brings Rolex to Historic Hamptons Home

The new stand-alone Rolex boutique is housed in the former Odd Fellows Hall, a landmark built in 1897.

Madison Keys
CollectionsAug 25, 2025
Tennis Star Madison Keys Has the Perfect Necklace for the US Open

The Brilliant Earth ambassador co-designed a diamond medallion featuring meaningful symbols.

Marie Lichtenberg emerald and diamond locket on the 18-karat gold “Rosa” chain
TrendsAug 25, 2025
Amanda’s Style File: That’s a Wrap

Wrap jewelry is more than just a trend; it’s the perfect motif for the coming season of layering, scarves, and pumpkin spice.

WatchTime New York
WatchesAug 25, 2025
WatchTime NY Show Returns for 10th Anniversary Edition

The three-day watch collector show, coming this October, will feature 44 exhibiting brands, as well as a new dinner experience.

Sriram “Ram” Natarajan
GradingAug 22, 2025
Former Head of GIA India Promoted to Oversee Global Operations

Sriram “Ram” Natarajan is now GIA’s senior vice president of laboratory operations and is based out of the lab’s headquarters in Carlsbad.

Retrouvaí Diamond Vein Bond Collar
CollectionsAug 22, 2025
Piece of the Week: Retrouvaí’s ‘Diamond Vein Bond’ Collar

The one-of-a-kind collar represents the beauty of imperfection and the strength to rebuild.

Claire’s storefront
MajorsAug 21, 2025
Claire’s Finds Buyer, Could Save up to 950 Stores

The retailer, which recently filed Chapter 11, inked a deal to sell its North American business and intellectual property.

Target CEO Brian Cornell and COO Michael Fiddelke
MajorsAug 21, 2025
Target Names New CEO as Sales Continue to Lag

Target CEO Brian Cornell will step down in February and be replaced by the company’s chief operating officer, Michael Fiddelke.

Jewelers of America in Washington DC
Policies & IssuesAug 21, 2025
JA, IDMA Talk Tariffs With Execs in DC

The group met with the president's senior trade advisor earlier this week to express the industry’s concerns about the effects of tariffs.

Tiffany & Co. Pop Up at U.S. Open
MajorsAug 21, 2025
Tiffany & Co. Pops Up at 2025 US Open

The pop-up will display this year's Tiffany & Co. Singles Championship trophies along with a diamond-encrusted tennis racket and ball.

×

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