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  • 5 min read

There are a few famous people that pretty much everyone knows. Barack Obama, Oprah Winfrey, and Jennifer Aniston are just a few. But if there are two people that might be even bigger household names: it’s Beyonce and Jay-Z.

This power couple is responsible for some of the most famous and well-known music of all time. And their success as a duo is insurmountable, earning the title of highest-earning celebrity couple of all time with a combined net worth of $1.4 billion.

So what do you do when you have so much money? You make even more. And the Tiffany and Co. campaign that the power couple worked on is a must-see ad that will make you want to drop racks on some brand new jewelry right away.

Let’s take a look.

It’s All About Love

Tiffany & Co is a French-owned jeweler renowned for being one of the most luxurious and high-brow retailers in the country. Now, Queen Bey and Jay-Z have cemented their place as part of the company by doing a new ad campaign for tons of beautiful new pieces.

The campaign is called “About Love,” and it’s meant to “capture the beauty of love through time and all its dimensions, forging a new vision of love today,” according to the company website. 

So, what exactly makes the campaign so special?

The Tiffany Diamond

Perhaps the most important aspect of this new ad from the company is the fact that Beyonce became the fourth woman in history — as well as the first black woman — to wear the iconic Tiffany Diamond in the coinciding film. This yellow diamond weighs in at over 128 carats and boasts a whopping 82 facets.

It was discovered in 1877 in the Kimberley Mines of South Africa, and the founder of Tiffany (Charles Lewis Tiffany) purchased the diamond just a year after. Since then, it’s remained an important gemological discovery because of its size and luminance.

That’s a major part of the reason why it’s only been worn four times in history: first by Audrey Hepburn, then Sheldon Whitehouse, followed by Lady Gaga, and then Beyonce Knowles.

But they didn’t forget about Jay-Z. They decked him out with some stunning white diamond cufflinks that weighed over 95 carats. Sure, it’s not as exciting as the Tiffany Diamond, but we get the feeling that he wasn’t too upset by the fact that his wife got to achieve this honor.

Jean-Michel Basquiat’s Painting

The Tiffany Diamond wasn’t the only “first” in this campaign. In the short film attached to the project, as well as much of the photography, Jean-Michel Basquiat’s painting Equals Piis seen in the background. This marked the first time that the painting had been seen publicly.

Basquiat was an American artist who rose to prominence during the Neo-expressionism movement in the 1980s. He became one of the youngest artists to ever have works exhibited in places like the Whitney Museum of American Art and the documenta in Kassel.

Although he died of an accidental drug overdose, one of his final pieces has now been commemorated in a special way through this ad campaign.

Moon River Cover

The short film that coincides with the images for the ad campaign features a rendition of the song “Moon River” performed by Beyonce. This song was originally written for the 1961 Audrey Hepburn movie Breakfast at Tiffany’s.

The short film features Beyonce playing the piano and singing the song while Jay-Z records her on a Super 8 camera. It’s a beautiful homage to a song made famous by the jewelry company in the first place.

Donations and Charity

As if there wasn’t more to love about this stunning campaign for the iconic jeweler, Tiffany pledged to donate $2 million towards internship and scholarship programs for students of historically Black universities.

The scholarships are specifically for students in arts and creative fields, and it was done in partnership with BeyGOOD and the Shawn Carter Foundation. The scholarships were awarded to 60 students in the 2021-2022 academic year to positively impact their lives and kickstart the next generation of creators.

How To Get Tiffany Diamonds Without Spending Tiffany Prices

Take one look at this campaign, and it’s impossible not to want to get your hands on every single stunning piece that Beyonce and Jay-Z throw on. With that said, it can be hard to do that when the price tag of some of these pieces has more digits than you can count.

The good news is that 6 Ice has high-quality jewelry at accessible prices, so there are no barriers between you and the look you want.

Go With Diamond Alternatives

There’s a reason why the Tiffany diamond is so expensive. And while it’s a piece of history, diamonds are just generally a pretty penny. And sure, diamonds are rare, but one of the only reasons that real diamonds cost so much is because people are just willing to pay such a high price for them.

And while hanging a real diamond from your neck in a stunning chain has an unmatched finesse, you can achieve the look you want without paying the prices you don’t. Cubic zirconia, or CZ, is a diamond alternative that looks identical but costs just a fraction of the price.

This 12mm diamond prong Cuban chain, for instance, is a dazzling piece that’s made with imitation diamonds. But you’d never know from looking at it. And at 6 Ice, we’ve got options to match every style, budget, and size.

Ditch the Gems

While gemstones and diamonds can make a piece look like it’s worth a million bucks, you can still achieve a stellar look without using any diamonds whatsoever. In fact, pure gold jewelry has a pristine polish that you just can’t match when you start adding diamonds.

This 8mm Miami Cuban bracelet in 18k gold is the perfect example of how simplicity is sometimes all you need. It’s a piece that can work with any outfit for any occasion. While it won’t require the security team guarding the Tiffany diamond, it will enhance your look to new levels without needing to put in too much effort.

Power Couple, Power Movers

Any advertisement incorporating Queen Bey and her husband Jay-Z is bound to be memorable, but when you start adding Tiffany diamonds to the mix, you’ve got an unstoppable campaign that’s unforgettable.

This campaign marked the fourth time that the iconic Tiffany diamond was ever worn, but it also marked the debut of a famous Basquiat painting. Top that with a “Moon River” cover sung by Bey herself. Add in the charitable donation to historically Black universities, and it’s hard to find something notto love here.

The ad will naturally make you want to load up on Tiffany and Co diamonds, but if the price range is a bit outside of your own range, you can still find the look you’ve been dreaming of. At 6 Ice, we’re the purveyors of high-quality hip hop jewelry, and we’ve got pieces to fit every style and budget.


Diamond Quality Factors | Gemological Institute of America

Cubic Zirconia Vs. Diamonds | International Gem Society

The Brand and Business of Beyoncé | Investopedia

The Tiffany yellow diamond has only been seen publicly four times in 147 years | Woman and Home