The American jeweler Tiffany & Co. advertises three top-class products.
For the new “About Love” campaign, the traditional New York-based company created the famous Tiffany diamond, a yellow, cushion-cut stone with 128.54 carats and 82 facets for Grammy Award winner Beyoncé.
After diplomatic wife Mary Whitehouse, actress Audrey Hepburn and Lady Gaga, the 39-year-old Texan became the fourth woman and the first African-American woman to be allowed to wear the diamond.
The first photos of the campaign show Beyoncé in a black dress, with an updo and the almost square diamond on the neck, a nod to Audrey Hepburn's style in the role of New York party girl Holly Golightly in the film "Breakfast at Tiffany's".
Beyoncé's husband, the rapper Jay-Z, was also given diamonds for the photo series.
The fifty-one year old wears cufflinks in the style of the “Bird on a Rock” brooch by designer Jean Schlumberger with his tuxedo.
“Beyoncé and Jay-Z are the epitome of the modern love story.
We couldn't imagine a more iconic couple that embodies our values, ”said Alexandre Arnault, who is also responsible for Tiffany at the luxury goods company LVMH.
As a rough diamond even 287.42 carats
The so-called Tiffany diamond was found in South Africa in 1877.
The rough diamond was as much as 287.42 carats when the founder of the famous jewelry house, Charles Lewis Tiffany, bought it for $ 18,000.
In Paris, the stone was cut with 82 facets - 24 more than the traditional brilliant cut with its 52 facets.
The pillow-shaped stone is about 2.5 inches wide and about 2.2 inches high.
After being worn for the first time in the 1950s by Mary Whitehouse, wife of the former American Ambassador Edwin Sheldon Whitehouse, Audrey Hepburn made the diamond world famous in 1961.
She wore it with the famous black dress by Hubert de Givenchy for the advertising photos for the film "Breakfast at Tiffany's", at that time still set in a rosette necklace.
After that, the diamond was only seen at exhibitions for decades until Lady Gaga wore it to the Oscars in 2019. One of the reasons: The singer, nominated for Best Actress for the film "A Star Is Born", wore an Alexander McQueen robe inspired by Audrey Hepburn's Givenchy look. The diamond had since been set in 2012 when Tiffany celebrated its 175th anniversary. Today it hangs on a chain with other diamonds that have a total of a good 95 carats.
Audrey Hepburn was once again godmother for Beyoncé. The 39-year-old singer and her husband Jay-Z recently became the jewelry brand's official ambassadors and appear as a couple for the first time in the campaign, which will also be accompanied by a film. At the same time, Tiffany & Co. has agreed to provide two million dollars for scholarships and internships at universities from the group of Historically Black Colleges and Universities (HBCUs). The company was taken over by the French luxury goods group LVMH at the beginning of the year for just under 15.8 billion dollars (12.9 billion euros).