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.

“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.

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.
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.
“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

Sponsored by the Las Vegas Antique Jewelry and Watch Show

A private American collector purchased the 10-carat fancy vivid blue diamond.

The designer has taken the appeal of freshly picked fruit and channeled it into a capsule collection of earrings, necklaces, and pendants.

Gain access to the most exclusive and coveted antique pieces from trusted dealers during Las Vegas Jewelry Week.

The country’s gem and jewelry exports fell 5 percent year-over-year last month, while imports declined 18 percent.


Around 54 million Americans and counting live with a disability. Here’s how to make your jewelry store and website more accessible.

The event is also accepting poster submissions now through June 16.

Supplier Spotlight Sponsored by GIA

Before Pope Leo XIV was elected, a centuries-old procedure regarding the late pontiff’s ring was followed.

The one-of-a-kind platinum Rolex Cosmograph Daytona was estimated to fetch up to $1.7 million.

While the product has entrenched itself in the market, retailers and consultants are assessing the next phase of the category’s development.

The police are trying to identify the man suspected of robbing two Tiffany & Co. locations in the area.

The donation was the result of the brand’s annual Earth Day Ingot event.

Located in NorthPark Center, the revamped store is nearly 2,000 square feet larger and includes the first Tudor boutique in Dallas.

BIJC President Malyia McNaughton will shift roles to lead the new foundation, and Elyssa Jenkins-Pérez will succeed her as president.

As a nod to the theme of JCK Las Vegas 2025, “Decades,” National Jeweler took a look back at the top 10 jewelry trends of the past 10 years.

The company plans to halt all consumer-facing activity this summer, while Lightbox factory operations will cease by the end of the year.

Following weekend negotiations, the tax on Chinese goods imported into the United States will drop by 115 percent for the next 90 days.

“Artists’ Jewelry: From Cubism to Pop, the Diane Venet Collection” is on view at the Norton Museum of Art through October.

The deadline to submit is June 16.

Moti Ferder stepped down Wednesday and will not receive any severance pay, parent company Compass Diversified said.

Lichtenberg partnered with luxury platform Mytheresa on two designs honoring the connection between mothers and daughters.

The miner announced plans to recommence open-pit mining at Kagem.

Michel Desalles allegedly murdered Omid Gholian inside World of Gold N Diamond using zip ties and then fled the country.

Associate Editor Lauren McLemore shares her favorite looks from a night of style inspired by Black dandyism.

Sponsored by Instappraise

CEO Beth Gerstein discussed the company’s bridal bestsellers, the potential impact of tariffs, and the rising price of gold.