Beyonce is first black woman in history to wear Tiffany and co ‘s priceless yellow diamond .
In a joint statement, the Carters said, “Love is the diamond that the jewelry and art decorate.”
For the “About Love” campaign, Beyoncé is adorning the never-worn-before Tiffany Diamond, which weighs 128.54 carats and has an unprecedented 82 facets.
The Tiffany Diamond is considered among the most important gemstone discoveries of the 19th century.
JAY-Z is wearing the Jean Schlumberger’s legendary Bird on a Rock brooch, which has been reconstructed as a pair of one-of-a-kind cuff links.
The “About Love” campaign will feature a film by Emmanuel Adjei with a reimagined rendition of “Moon River,” sang by Beyoncé.
The images were captured on a Super 8 camera by JAY-Z at the Odum House in Los Angeles.
In the new campaign featuring the Caters, Beyonce is seen wearing The priceless Tiffany #Diamond which has only been worn by three women since its discovery in 1877 in South Africa, Mary Whitehouse (wife of American diplomat Edwin Sheldon Whitehouse), Audrey Hepburn, and Lady Gaga, who wore it at the 2019 Oscars now Beyonce .
The
campaign reveals a never-before-seen painting by -JayZ’s favorite
artist - Jean-Michel Basquiat, Equals Pi (1982). Recently purchased by
Tiffany & Co.
As a part of their partnership with the
Carters, Tiffany & Co. has pledged a $2 million commitment towards
scholarship and internship programs for Historically Black Colleges and
Universities (#HBCUs).
Alexandre Arnault, Tiffany’s executive vice president of products and communications says
“We
wanted this campaign to showcase the highest jewelry that we have, in
order to set in people’s minds that this is who we are at our heart,”
Arnault said. “We are a high jewelry company.... Putting those products
on the Carters is also a way for us to say that we partner with the
best, by giving them the best that we have.”
“She’s the best singer in the world, and he’s the best rapper in the world, hands down. And we’re the best jewelry company in the world..So we kind of had to marry ourselves together to produce this.” Arnualt added.
Beyonce is seen wearing a curve-hugging black gown, mesh opera gloves, and the Tiffany Yellow Diamond around her neck. JAY-Z is dressed to the nines in a black tuxedo and bow tie. “Love is the diamond that the jewelry and art decorate,” the couple say in a statement shared on Tiffany & Co’s website. According to the company, Emmanuel Adjei, a Ghanaian-Dutch film director and visual artist, will premiere a film on September 15. The 128-carat Tiffany Diamond has only been worn by three ladies since its discovery in 1877, according to beyonce.com. Audrey Hepburn wore it in press pictures for Breakfast at Tiffany’s, Lady Gaga wore it at the 2019 Academy Awards, and Beyoncé is just the fourth person to wear the renowned stone. In a statement to PEOPLE, Alexandre Arnault, EVP of product and communications, said, “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. We are honored to have the Carters as a part of the Tiffany family.”
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