After a record-breaking 2021 campaign with husband Jay-Z, Beyoncé appears solo in a new campaign for the luxury jewelry brand.
Bey is back — not only with a new album, but a new campaign for legacy jewelers Tiffany & Co.
As he shared with WWD, those “everyday” products will range in price from about $5,000 to nearly $500,000 and include an 18-karat, custom HardWear necklace exclusively created for the campaign. Unlike the elusive and inaccessible Tiffany Diamond, the latter design will be sold in limited quantities, because of the reported 40 hours required to assemble and polish by hand its large-scale links.
“[P]eople can identify themselves a lot more and say, ‘Hey, I saw this necklace worn by Beyoncé. I’d love to wear it’,” Arnault told WWD. “The Tiffany Diamond is a little more difficult to do that with.”
Nevertheless, the gem of this campaign is clearly Beyoncé, who Arnault said “was instrumental in bringing the whole vision to life,” including commissioning her own wardrobe for the shoot.
“She’s the best,” he said. “She really embodies the ultimate modern-day woman, in our view, which makes her the perfect representative of our values.”
Those values are intended to extend well beyond the jewelry. As thGrio previously reported, the Carters’ partnership with Tiffany & Co. — which resulted in the most successful campaign in the company’s history — also included $2 million in funding for scholarship and internship programs at Historically Black Colleges and Universities (HBCUs).
Tiffany disclosed to WWD that there are 60 scholarship recipients to date. Awards for the 2022-23 academic year will be announced this fall.
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