In the latest campaign “About Love” by the American jeweller Tiffany & Co., however, the American wears a truly extraordinary piece: the 128.54-carat Tiffany Diamond. The yellow stone is one of the largest diamonds in the world, found in South Africa in 1877.
So far, the extravagant piece has only been worn by three women
The first wife was Mrs. E. Sheldon Whitehouse. She was the wife of an American diplomat and one of the first three women elected to the board of trustees of New York’s Metropolitan Museum of Art in the 1950s. She wore the stone in 1957 at a public event, the Tiffany Ball. Previously, this Tiffany diamond was also only on display at exhibitions.
The second appearance is incomparable. The Tiffany diamond had it on Audrey Hepburn’s neck in 1961 for advertising images for the film “Breakfast at Tiffany’s”. For this purpose, the jewel was specially placed in the ribbon rosette necklace of the well-known jewelry designer Jean Schlumberger.
Lady Gaga was the third woman to wear the exclusive diamond. For their performance / nomination at the 2019 Oscars. The pop singer didn’t win the award for Best Actress for her role in the film “A Star Is Born” that evening, but she secured the iconic jewelry moment in Oscar history with this high-profile appearance on the red carpet. And finally, with the diamond around his neck, he accepted the Oscar for Best Song.
Beyoncé Knowles Carter is now the fourth. And it is also intended to herald a new chapter. Much of the new “About Love” campaign is reminiscent of the tried and tested at Tiffany: The styling of Beyoncé with dramatic cat-eyes, in a black, high-necked dress with gloves and a high bun clearly refers to the cult film “Breakfast at Tiffany’s” – the only thing missing is the long cigarette holder. The film is a classic among romance films and is still considered one of the most successful advertising media of the jewelry house today. So they now want to build on this and continue to tell the story.
The two superstars Beyoncé and Jay-Z were in front of the camera for the first time together in a commercial. And no brand could be better suited for the couple than the jeweler of love, Tiffany & Co. “Beyoncé and Jay-Z are the epitome of the modern love story,” said Alexandre Arnault, Tiffany’s executive vice president of product and communications. “As a brand that has always been synonymous with love, strength and self-expression, we can’t think of a more iconic couple that better represents Tiffany’s values.”
