What seemed to be a landmark moment for Tiffany & Co, husband-and-wife musicians Jay-Z and Beyoncé, and the wider diamond and jewellery industries, has backfired amid social media controversy.
Jewellery brand Tiffany & Co debuted its first advertising campaign with Beyoncé and husband Jay-Z this month – the couple’s first campaign together as a couple.
In it, Beyoncé wore the famous Tiffany Diamond necklace, becoming only the fourth person ever to do so and the first black woman.
The campaign backfired, however, when Twitter and Instagram users called out the singer for wearing a gemstone that is allegedly a blood diamond or conflict diamond.
The diamond 128ct stone was discovered in 1877 in South Africa’s Kimberley diamond mine, later bought by the company’s founder Charles Tiffany. It is rumoured to be a blood diamond.
While the singer has remained tightlipped about the controversy, continuing to post pictures from the campaign on her Instagram page, an anonymous source close to Beyoncé told the Sun that the singer is “disappointed and angry” she was not told of the stone’s history prior to wearing it.
Her mother has posted on Instagram in her daughter’s defence, meanwhile, with other social media users pointing out that there was no backlash when Lady Gaga wore the diamond in 2019.
Tiffany & Co is yet to comment on the controversy.