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

Brilliant Earth Jolie Mosaics engagement ring
FinancialsAug 08, 2025
Brilliant Earth’s Q2 Sales Up 3% as Engagement Ring Sales Rise

The company raised its full-year sales guidance while noting it has not yet assessed the potential impact of the latest tariff news.

Jewellers for Hope charity event
Events & AwardsAug 08, 2025
GJEPC’s Jewellers for Hope Celebrates 10 Years of Fundraising

The organization has raised more than $1.3 million for charity since its inception.

Rahaminov Diamonds Emerald-Cut Diamond Bezel Bangle
TrendsAug 08, 2025
Piece of the Week: Rahaminov Diamonds’ Bezel Bangle

The brand’s latest iteration of a bezel-set diamond bangle features clean lines and a timeless design for a new modern silhouette.

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.

Black and white photo of Tony Bennett near a microphone
WatchesAug 07, 2025
Bulova’s New Collection Honors Tony Bennett

The first watch in the series commemorates his participation in the Civil Rights movement, marching from Selma to Montgomery in 1965.

Weekly QuizAug 08, 2025
This Week’s Quiz
Test your jewelry news knowledge by answering these questions.
Take the Quiz
Sapphire page in Chatham’s “Ultimate Lab-Grown Catalog”
Lab-GrownAug 07, 2025
Chatham Releases Catalog for Loose Lab-Grown Gemstones

The catalog contains a complete listing of all the loose gemstones in stock, as well as information about the properties of each stone.

Rembrandt Blue Jay, Hummingbird, Cardinal Bird Charms
TechnologyAug 07, 2025
Rembrandt Charms Debuts New Website, Bird Charms

The company added a retailer dashboard to its site and three new birds to its charm collection, the cardinal, blue jay, and hummingbird.

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.

Shipping containers on a ship
Policies & IssuesAug 06, 2025
Tariff on India to Rise to 50%, Trump Says

An additional 25 percent tariff has been added to the previously announced 25 percent.

Smith & Son Jewelers storefront Springfield Massachusetts
IndependentsAug 06, 2025
Smith & Son Jewelers to Close 107-Year-Old Location

Its Springfield, Massachusetts, store is set to close as owner Andrew Smith heads into retirement.

Zahn-Z Beluga Spout Grey Spinel Ring and Beluga Spout Mandarin Garnet Ring
CollectionsAug 06, 2025
Zahn-Z Swims With Whales in ‘Beluga’ Collection

Designer Hiba Husayni looked to the whale’s melon shaped-head, blowhole, and fluke for her new chunky gold offerings.

Paola De Luca presenting Trendbook 2026+ at Vicenzaoro
TrendsAug 06, 2025
Paola De Luca to Release Trendbook 2027+

She will present the 23rd edition of the trend forecasting book at Vicenzaoro on Sept. 7.

Omar Roy mugshot
CrimeAug 05, 2025
Report: Suspect Arrested in 1992 Murder of Miami Jeweler

Omar Roy, 72, was arrested in connection with the murder of jeweler Dionisio Carlos Valladares.

Mignon Faget Beyond Katrina Pendant and Beyond Katrina Pin
CollectionsAug 05, 2025
Mignon Faget Commemorates 20th Anniversary of Hurricane Katrina

The New Orleans-based brand’s “Beyond Katrina” jewels honor the communities affected by the storm.

National Jeweler columnist Lilian Raji
ColumnistsAug 05, 2025
The PR Adviser: Affiliate Marketing Is the Cost of Coverage

Lilian Raji explains why joining an affiliate network is essential for brands seeking placements in U.S. consumer publications.

Jewelers of America Logo
Events & AwardsAug 05, 2025
JA Announces Seymour & Evelyn Holtzman Bench Scholarship Winners

The organization has awarded a total of $42,000 through its scholarship programs this year.

2026 Gem Awards logo
Events & AwardsAug 04, 2025
Gem Awards, David Yurman Introduce $50K Grant for Emerging Designers

The winner of the inaugural David Yurman Gem Awards Grant will be announced live at the 2026 Gem Awards gala.

Marlo Laz peridot and diamond Alexandra earrings
TrendsAug 04, 2025
Amanda’s Style File: August’s Bright Baubles

As summer winds down, celebrate the sunny disposition of the month’s birthstones: peridot and spinel.

Surveillance image of Watch King robbery suspect
CrimeAug 04, 2025
‘The Watch King’ Assaulted, Robbed in Queens

Moshe Haimoff, a social media personality and 47th Street retailer, was robbed of $559,000 worth of jewelry by men in construction outfits.

Signet Jewelers logo
MajorsAug 01, 2025
Helzberg President Julie Yoakum Moves Over to Signet Jewelers

The addition of Yoakum, who will lead Kay and Peoples, was one of three executive appointments Signet announced Thursday.

Mike Alexander
MajorsAug 01, 2025
Jewelers Mutual Names Mike Alexander as President

The insurance company’s previous president and CEO, Scott Murphy, has split his role and will continue as CEO.

 Gemfields rough rubies
SourcingAug 01, 2025
Gemfields’ Auction Revenue Drops 50% in H1

The nearly six-month pause of operations at its Kagem emerald mine earlier this year impacted the miner’s first-half results.

Hernsdorf Tears of Aphrodite Necklace
CollectionsAug 01, 2025
Piece of the Week: Hernsdorf’s ‘Tears of Aphrodite’ Necklace

The necklace uses spinel drops to immortalize the moment Aphrodite’s tears mixed with her lover Adonis’ blood after he was fatally wounded.

Stock image of a polished diamonds being held by tweezers
SourcingJul 31, 2025
De Beers Records $189M First-Half Loss

The diamond miner and marketer warned last week that it expected to be in the red after significantly cutting prices in Q2.

Lindsey Scoggins Studio convertible flower earrings
Events & AwardsJul 31, 2025
These Are the 2025 CASE Award Winners

Jewelers of America’s 35th annual design contest recognized creativity, artistry, style, and excellence.

Matthew Tratner, new president of Continental Buying Group
IndependentsJul 31, 2025
Matthew Tratner Takes Over as CBG President

Tratner succeeds Andie Weinman, who will begin stepping back from the buying group’s day-to-day operations.

Stock image of rough diamonds from the Kimberley mine
Policies & IssuesJul 30, 2025
Tariff on India Will Be 25%, Trump Says

The president made the announcement via Truth Social Wednesday, adding that India also will face a penalty for its dealings with Russia.

×

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