Tiffany unveils its “ABOUT LOVE” campaign featuring Beyoncé in the historic Tiffany Yellow Diamond

Schenelle Dsouza
Beyoncé and Jay-Z are known to be one of America’s most beloved couples. Having been together for about 20 years, theirs is a love story that withstood all the tests of time. Celebrating this profound love, Tiffany & Co. unveiled its latest campaign “ABOUT LOVE” featuring both Jay-Z and Beyoncé who can be seen wearing the iconic Tiffany Yellow Diamond.
Photo Courtesy: Beyoncé / Instagram
A 128.54-carat diamond, the rough stone was first discovered in a South African colonial mine in 1877 by the brand’s founder— Charles Lewis Tiffany who acquired the 287.42-carat rough stone for $18,000.
Photo Courtesy: Tiffany & Co. / Instagram
The yellow stone was later transformed by Tiffany’s chief gemologist, Dr George Frederick Kunzinto a brilliant cushion-shaped diamond sized 128.54 carats with 82 facets.
Photo Courtesy: Tiffany & Co.
The piece was first worn in 1957 by socialite Mary Whitehouse, and later by actress Audrey Hepburn in 1961 for the promotion of her film, “Breakfast at Tiffany’s.” For Hepburn, the Tiffany Diamond was re-set in Tiffany jeweller Jean Schlumberger’s Ribbon Rosette necklace.
Photo Courtesy: Tiffany & Co. / Instagram
In 2012, in celebration of Tiffany & Co.’s 175th anniversary, the Tiffany Diamond was reset in a necklace with more than 100 carats of white diamonds. This new style made its red carpet debut on Lady Gaga at the 2019 Oscars. Beyoncé is now the fourth woman and more importantly the first black woman to have worn the beautiful Tiffany Yellow Diamond.
Photo Courtesy: Beyoncé / Instagram
The campaign “ABOUT LOVE” reflects Tiffany’s continued support of the underrepresented communities. As a part of the house’s partnership with the Carters, Tiffany & Co. will pledge a $2 million commitment towards scholarship and internship programs for Historically Black Colleges and Universities (HBCUs).

A film by acclaimed director Emmanuel Adjei has also been created, featuring a musical performance of the classic song “Moon River” made famous in the 1961 film Breakfast at Tiffany’s. The iconic tune has been reimagined with vocals by Beyoncé and captured by JAY-Z and will be launched on Tiffany’s website on September 15. The campaign, on the other hand, will be out in print on September 2.
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