In the “About Love” campaign that launches globally on Sept. 2, Beyoncé wears a priceless yellow diamond ring accompanied by Jay-Z who’s seated wearing a Jean Schlumberger’s “Bird on a Rock” brooch, and pair of custom-made cufflinks in the released images.
The ring that Beyoncé is wearing is the iconic 128-carat Tiffany Diamond, which the company acquired in 1878 and is rarely shown in public (Audrey Hepburn famously wore it in publicity photos for Breakfast at Tiffany’s, and Lady Gaga wore it to the 2019 Academy Awards).
In a history-making moment, over the last century, Beyoncé is the first Black woman and only the fourth woman to wear the diamond.
“About Love is the diamond that the jewelry and art decorate,” the couple said in a joint statement.
Other notable pieces of jewelry that appear in the ad campaign, that was photographed by Mason Poole, and the accompanying film, that was shot by acclaimed director Emmanuel Adjei, include a “22-carat yellow diamond ring, a 15.02-carat emerald-cut diamond ring sourced from Botswana and an 18-carat yellow and rose gold bracelet.”
Alexandre Arnault, EVP of product and communications of Tiffany & Co., expressed his excitement about the partnership in an official statement.
“Beyoncé and Jay-Z are the epitome of the modern love story. 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,” Arnault said. “We are honored to have the Carters as a part of the Tiffany family.”
The campaign also features a never-before-seen painting by Jean-Michel Basquiat titled “Equals Pi,” rendered in Tiffany Blue. Composed of various symbols and mathematical equations, the piece captures the essence of Basquiat’s artistic vision and the Carter’s admiration for the painter. According to the release, it was included in the campaign because art serves as a “common thread throughout the Carter’s love story” and the overarching collaboration with Tiffany & Co.
The film campaign, which is set to be released on Sept. 15, will feature Beyoncé’s version of “Moon River,” made famous in Breakfast at Tiffany’s,” with JAY-Z capturing the footage on his Super 8 camera.
As part of its partnership with the Carters, the brand is pledging a $2 million commitment towards scholarship and internship programs for HBCUs.