Tiffany & Co. About Love Campaign

Tiffany & Co. announced today that powerhouse couple Beyoncé and JAY-Z will star in its latest campaign celebrating modern love. This is how LVMH is bringing its playbook to its largest-ever acquisition and the advantages and challenges of marketing brands rooted in the 19th century in today’s world.

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.

«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.» —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 Beyoncé 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 Beyoncé, 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® 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.

LoL, Sandra

Photos: © Tiffany & Co. – @TIFFANYANDCO
*Partnership done in collaboration with Artestar, a global licensing agency and creative consultancy representing high-profile artists, photographers, designers and creatives.

Tiffany & Co. Acquires an 80-Carat Diamond

Breaking news for all gem lovers. Tiffany & Co. acquires an exceptional 80-carat diamond to reimagine its historic 1939 World’s Fair Necklace. Expected to be its most expensive piece ever, Tiffany will unveil the diamond necklace in 2022 when the doors of its transformed Fifth Avenue flagship store reopen, making history once again, just as the original necklace did nearly a century ago when it debuted at the World’s Fair in Queens, New York.

In August 2020, OMA unveiled images of the newly transformed Tiffany Fifth Avenue Flagship Store to open in 2022.

The original aquamarine design has been modernized with an extraordinary oval diamond of over 80 carats, the largest diamond ever offered by Tiffany and eclipsed only by the Tiffany Diamond, which famously is not for sale.

«What better way to mark the opening of our transformed Tiffany flagship store in 2022 than to reimagine this incredible necklace from the 1939 World’s Fair, one of our most celebrated pieces when we opened our doors on 57th Street and Fifth Avenue for the first time,» said Victoria Reynolds, Tiffany & Co. Chief Gemologist. «The new necklace perfectly reflects our brand heritage as a New York luxury jeweler, whose founder was known as the ‘King of Diamonds‘.»

Tiffany & Co. 80-carat, D color, internally flawless diamond inspired by necklace from the 1939 World’s Fair.

The breathtaking center stone – an over-80-carat, D color, internally flawless oval diamond – is not only very rare, it is a symbol of Tiffany’s industry-first approach to diamond traceability. Responsibly sourced in Botswana, Africa, the diamond will be set by Tiffany artisans in NYC.


Photograph of the aquamarine and diamond necklace from the 1939 World’s Fair_Tiffany & Co. Archives.

The original necklace’s sizable aquamarine and exceptional diamond forms entranced the millions who came to admire the international spectacle. With its forward-looking theme, «Dawn of a New Day,» the 1939 World’s Fair promised a glimpse into «the World of Tomorrow.» The fair’s intention was to inspire, in its over 44 million visitors, the dream of a better and more effervescent tomorrow. Tiffany’s masterpiece did just that – setting the stage for the opening of its iconic flagship store on 57th Street and Fifth Avenue the following year, in 1940 – foreshadowing what will be a similarly historic moment for the brand in 2022.

In 1878, the company purchased the famous Tiffany Diamond, an immense canary yellow stone from the new South African deposits. Once cut, the diamond weighed 128.54 carats.

Tiffany has acquired many rare and remarkable gemstones for its jewelry designs in its 183-year history, including the legendary Tiffany Diamond, one of the world’s largest and finest fancy yellow diamonds, as well as the Hooker Emerald, now exhibited at the Smithsonian and the Mazarin Diamonds, purchased by Tiffany at the auction of the French Crown Jewels.

LoL, Sandra

The massive 75.47-carat Hooker Emerald had been auctioned to Tiffany & Co, which initially set it in a tiara. Despite its beauty, the tiara remained unsold for decades. In 1950, the emerald was re-set into a brooch that included matching earrings. Five years later, the brooch was purchased by Janet Annenberg Hooker. In 1977, she donated it to the Smithsonian.

Photos: © Tiffany & Co. and © OMA

At the Tiffany & Co. Opening in Geneva

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Two weeks ago, I went to Geneva to film a new episode of Spotlight which will air this Saturday, at 7.45pm on Tele Züri. The reason? Tiffany & Co. celebrated the opening of its newest store at 21, Rue du Rhône.

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Frederic Cumenal, CEO of Tiffany & Co. and Gitta Gräfin Lambsdorff, Managing Director Tiffany & Co., Germany/Austria/Switzerland, hosted the evening. The approximately 500 guests
were welcomed to a cocktail reception at the store where they were able to explore the magnificent new interiors across the store’s two floors and discover dazzling jewellery and the limited edition watches that the American jeweller has specially created to commemorate its return to Geneva.

Limited_Edition_Watches_Tiffany_GenevaThe four limited edition cocktail watches, exclusively created for the Geneva opening.

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Tiffany’s brilliant new store reflects the company’s global reputation as a luxury brand and a 178-year history that includes Geneva, where Tiffany first opened a branch in 1868.

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Melvin Kirtley, Chief Gemologist Tiffany & Co., with me in front of the famous Tiffany Diamond.

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This legendary beauty was acquired by Charles Lewis Tiffany in 1878. To this day, the spectacular 128.54-carat fancy yellow diamond remains one of the most important gemstones on earth. It was a great honor to see this precious piece in real life in Geneva as it rarely travels, remaining at home on the main floor of the Tiffany flagship store on Fifth Avenue in New York City.

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Star guest Paloma Picasso gave me a great interview that will air in the next Spotlight episode. To explore her newest collection for Tiffany, please click here.

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Following the cocktail reception in the new store, we were then ushered to a glamourous marquee with a stunning Tiffany Blue Box entrance. With magnificent views to the Lake Geneva and the Jet d’Eau, we enjoyed a fantastic party with live performances by renowned saxophonist Chez Taylor-Francis, DJMike and DJ Viky Queen.

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A fun evening that ended with the beautiful Jet d’Eau lit up in Tiffany blue!

If you are living in Switzerland, don’t forget to watch Spotlight this Saturday at 7.45pm! The trailer will tell you a little more about the episode…

LoL, Sandra

Photos: © Magali Girardin/ Tiffany and ©Sandra Bauknecht