"Love is the diamond that the jewelry and art decorate." —The Carters

Tiffany & Co. announced today that powerhouse couple Beyonce and JAY-Z will 
star in its latest campaign celebrating modern love. Synonymous with the 
world's greatest love stories since 1837, Tiffany's debut of "ABOUT LOVE" marks 
the latest evolution of the luxury jeweler's new creative direction. The 
campaign is the result of a close collaboration and a shared vision between 
both the Carters and Tiffany & Co.

Photo - https://mma.prnewswire.com/media/1599375/ABOUT_LOVE.jpg
Logo - https://mma.prnewswire.com/media/1599374/Tiffany_Co_Logo.jpg

"Beyonce 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." —Alexandre Arnault, 
Executive Vice President of Product & Communications

As the first time the couple has appeared in a campaign together, "ABOUT LOVE" 
is an exploration of connection and vulnerability. The Carters' love story is 
illuminated by the iconic Tiffany Diamond and set against the backdrop of 
Jean-Michel Basquiat's Equals Pi (1982).* As part of a private collection from 
its creation until now, this campaign marks the work of art's first public 
appearance, propelling Tiffany's long-standing tradition of working with New 
York creatives forward. Ushering in a new brand identity, this campaign 
embodies the beauty of love through time and all its diverse facets, forging a 
new vision of love today.  

Worn in a campaign for the first time in history, the Tiffany Diamond weighs 
128.54 carats and boasts an unprecedented 82 facets. Seen on Beyonce throughout 
"ABOUT LOVE," it is considered among the most important gemstone discoveries of 
the 19th century. Unearthed in 1877 in the Kimberley Mines of South Africa, 
founder Charles Lewis Tiffany purchased the rough diamond in 1878, solidifying 
the brand's reputation as a diamond authority. House icons including designs 
from Jean Schlumberger and the Tiffany T collection are also featured 
throughout. Most notably, JAY-Z wears Jean Schlumberger's legendary Bird on a 
Rock brooch, reconstructed as a pair of one-of-a-kind cuff links. Jean 
Schlumberger was best known for dressing high society's elite in the 1960s and 
'70s, so it is appropriate that his unmistakable designs live out his legacy on 
one of today's greatest creative forces.

A film by acclaimed director Emmanuel Adjei has also been created and features 
a musical performance of the classic song "Moon River." Made famous in the 1961 
film Breakfast at Tiffany's, the iconic tune is reimagined with vocals by 
Beyonce, captured by JAY-Z on a Super 8 camera. The couple selected the Orum 
House in Los Angeles to serve as the setting for the film, in which nostalgic 
flashbacks are interwoven with cinematic, dreamlike visuals. Basquiat's Equals 
Pi appears once again as a common Tiffany Blue(R) thread throughout the 
narrative. The accompanying "ABOUT LOVE" print campaign was shot by Mason Poole 
and styled by June Ambrose and Marni Senofonte.

"ABOUT LOVE" reflects Tiffany's continued support of underrepresented 
communities. As a part of the house's partnership with the Carters, Tiffany & 
Co. is proud to pledge a USD $2 million commitment towards scholarship and 
internship programs for Historically Black Colleges and Universities (HBCUs). 
Additional details on this initiative are forthcoming.

"ABOUT LOVE" launches globally in print on September 2. The accompanying film 
will launch on Tiffany.com September 15 and will be amplified through global 
media activations. The campaign will further unfold later this year with 
additional films created by acclaimed director Dikayl Rimmasch and second unit 
director, Derek Milton.

About Tiffany & Co.

TIFFANY & CO., founded in New York City in 1837 by Charles Lewis Tiffany, is a 
global luxury jeweler synonymous with elegance, innovative design, fine 
craftsmanship and creative excellence.

With more than 300 retail stores worldwide and a workforce of more than 13,000 
employees, TIFFANY & CO. and its subsidiaries design, manufacture and market 
jewelry, watches and luxury accessories. Nearly 5,000 skilled artisans cut 
Tiffany diamonds and craft jewelry in the Company's own workshops, realizing 
the brand's commitment to superlative quality. 

TIFFANY & CO. has a long-standing commitment to conducting its business 
responsibly, sustaining the natural environment, prioritizing diversity and 
inclusion, and positively impacting the communities in which it operates. To 
learn more about TIFFANY & CO. and its commitment to sustainability, please 
visit tiffany.com.

                                                                                
          
                                @TIFFANYANDCO

*Partnership done in collaboration with Artestar, a global licensing agency and 
creative consultancy representing high-profile artists, photographers, 
designers and creatives.

SOURCE: Tiffany & Co. 

CONTACT: Chiara Cortesano, +1(954) 651-5278, chiara.cortesano@tiffany.com