Beyoncé becomes the first Black woman and fourth person to wear the iconic Tiffany Yellow Diamond
Our Queen Bey made history again!
Grammy-winning performer Beyoncé Knowles and husband rapper Jay-Z are the new faces of the American luxury jewelry brand Tiffany & Co., debuting the latest “About Love” campaign. To launch the campaign, Beyoncé wears the iconic Tiffany & Co. Fancy Yellow Diamond necklace, making her the first Black woman and the fourth person to wear the prestigious stone.
The Carters epitomize the famous phrase, “first impression lasts,“ by appearing first time in an advertising campaign, posing alongside an unseen controversial Jean-Michel Basquiat painting.
But what stunned the Internet more is that Beyoncé ‘put a ring necklace on it’ and has proven herself to be a modern day icon by making history in fashion.
Beyoncé’s yellow bling is one of Tiffany’s most important gem with 128.54 carats worth around $30 million.
The yellow diamond was formerly worn only by three exquisite and powerful women. First was socialite Mary Whitehouse who debuted the necklace at the 1957 Tiffany Ball in Newport, Rhode Island. Second is the darling of the Breakfast At Tiffany’s Audrey Hepburn in a press tour in 1961.
Fast forward to the 20th century, Lady Gaga flashes the scene during the 2019 Oscars wearing the diamond in a newly reset design on 100 carat white diamond chain over a simple elegant black gown by Brandon Maxwell.
The precious large yellow stone was first discovered in 1877 in South Africa. It was then a 287.42 carat rough diamond purchased by the founder of Tiffany & Co., Charles Lewis Tiffany, in 1878. It is considered to be one of the most important gemstones discovered in the 19th century.
“Love is the diamond that the jewelry and art decorate,” the power couple shared in a press release on Monday, Aug. 23.
Alexandre Arnault, executive vice president of product and communications is honored to have the Carters as part of the Tiffany family as their latest spokespeople. “Beyoncé and Jay Z are the epitome of the modern love story," he said.
The partnership boosted the campaign and has gathered $10.5 million in terms of media impact value according to brand-performance site Launchmetrics. Tiffany & Co. also pledged a $2 million donation to scholarship and internship programs for Historically Black Colleges and Universities as a part of the Carters' partnership.
But the surprise doesn’t end there. A reimagined version of Moon River by Beyoncé will be featured in a film directed directed by Emmanuel Adjei and filmed by Jay-Z using a Super 8 camera, paying homage to Breakfast at Tiffany's, to be seen on the brand's website Sept. 15.
Beyoncé debuted the ad on her Instagram page Sunday before Tiffany & Co. posted a new video in its socials and a photo at the top of its website.
Photo from Tiffany & Co.