Tiffany & Co. has always been one of the biggest players within the jewelry sphere, and following its LVMH acquisition earlier this year, the label has been using social media as a marketing tool as well as recruiting new brand ambassadors, with Beyoncé and Jay-Z being the latest celebrities to join the list.
Beyoncé revealed the partnership in her latest cover story for Harper’s Bazaar, where she wore her own label IVY PARK alongside a handful of different jewelry pieces from Tiffany & Co. The iconic couple is influential across multiple industries including music, fashion, and recently cannabis with Hova’s label Monogram. Bey also revealed that she’s been working on building a hemp and honey farm, after finding “healing properties” in CBD during the COVID-19 pandemic.
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Joining a list of impressive ambassadors that include K-pop group BLACKPINK’s Rosé, The Queen’s Gambit star Anya Taylor Joy, and multi-hyphenate Tracee Ellis Ross, the couple will front upcoming campaigns for the label, and is guaranteed to extend the brand’s exposure and target new audiences – especially Gen Z.
Since former RIMOWA CEO Alexandre Arnault moved to his role as an executive at Tiffany & Co. the brand has been playing with new marketing strategies, including the surprising April Fool’s joke that saw the label’s iconic blue box replaced with a new yellow colorway, as well as its latest marketing campaign that read “Not Your Mother’s Tiffany’s.” It is clear that the new approach is working, and has brought Tiffany & Co. into a new spotlight with much more to come down the line.
The Beyoncé and Jay-Z campaign is yet to be revealed, but we can get a taste from the star’s Harper’s Bazaar cover. Stay tuned as we’re expecting to see more from the power couple and the jewelry giant soon.