Music legends and powerhouse couple Beyoncé and Jay-Z will be the stars of Tiffany & Co’s latest marketing campaign, which celebrates modern love, the jeweller announced recently.

Tiffany’s debut of the “About Love” campaign follows the company’s new creative direction. “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,” said Alexandre Arnault, executive vice president of Product & Communications at Tiffany’s.  

At the centre of the campaign is the 128.54-carat Tiffany Diamond worn by Beyoncé. The diamond is considered among the most important gem 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. 

Other iconic designs are also featured throughout the campaign, including Jean Schlumberger’s Bird on a Rock brooch, reconstructed as a pair of one-of-a-kind cuff links donned by Jay-Z. 

A film by acclaimed director Emmanuel Adjei has also been created and features a musical performance of the classic song “Moon River.” The campaign launches globally in print on September 2 while the accompanying film will be unveiled on Tiffany.com on September 15.