Celebrated singer Beyoncé Knowles has made history after becoming the first black woman to wear an iconic, 128.54 carat Tiffany Diamond estimated to be worth $30 million (Sh3.2 billion).
The superstar artiste and her rapper husband Sean 'Jay Z' Carter are part of a new campaign by luxury Jewellery brand Tiffanys and Co.
“The priceless Tiffany Diamond has only been worn by three women since its discovery in 1877. Today, Beyoncé becomes the first Black woman and fourth person to wear the legendary stone,” Tiffany wrote on their official Instagram page yesterday.
As a part of the campaign, the 'Crazy In Love' power couple have been photographed and the early images released by Tiffany’s. The advertisement will reportedly be rolled out over a period of a year.
The campaign will include Beyoncé singing Moon River, as an homage to Audrey Hepburn in her role in the 1961 movie Breakfast at Tiffany’s.
The famous jewellery company then posted some new images of The Carters.
On the first, Jay Z seats on an armchair in a black tuxedo, looking up at his wife who stands by his side, glammed up in a black body-hugging gown, the huge yellow diamond prominently hanging on her chest.
“An iconic couple. A prolific artist. Jean-Michel Basquiat’s painting, “Equals Pi” (1982) makes a rare public appearance in our new About Love campaign with two of today’s most respected creative forces, Beyonce and Jay Z,” Tiffany captioned the image.
The singer becomes the fourth person to wear the precious piece, following pop singer Lady Gaga, who wore it at the 2019 Academy Awards and legendary actress Audrey Hepburn who wore it before that.
According to Hapaar’s Bazaar, the only other person to wear the valuable piece was socialite Mary Whitehouse who debuted it at the 1957 Tiffany Ball in Newport, Rhode Island.
“The new campaign will also take over digital billboards in New York’s Time Square. Some of the campaign’s photos also show the Carters posing in front of Jean-Michel Basquiat’s Equals Pi, a 1982 work that has rarely been seen before in public,” the Guardian reports.
The famous diamond was discovered in South Africa in 1877 and obtained by Charles Tiffany soon thereafter.
"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 honoured to have the Carters as a part of the Tiffany family,” Alexandre Arnault, executive vice president of product and communications at Tiffany and Co. said on a press release.