Tiffany & Co. announced that American singer, songwriter and producer Beyoncé will star in her second campaign for the renowned luxury jewellery company. 

The “Lose Yourself In Love” campaign aims to celebrate individuality and universal connection and is the result of a close collaboration between Tiffany & Co. and the superstar musician. 

“An exploration of fearless creativity, ‘Lose Yourself In Love’ embodies the beauty of self-love and empowered elegance,” said Alexandre Arnault, executive vice president of product and communications at Tiffany & Co. “Beyoncé is an inspiration to so many because she embodies these qualities. We are honoured to continue our partnership for the second year in a row and usher in an exciting new era of love.” 

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A Grammy Award-winning icon, Beyoncé wears a custom Tiffany HardWear necklace in the campaign – a piece that took more than 40 hours to assemble and polish by hand and boasts 18k gold links three times the scale of the existing Tiffany HardWear graduated link necklace. 

A limited quantity of these large-scale necklaces will be available for purchase in commemoration of ‘Lose Yourself In Love’. 

“I am honoured to continue the partnership with Tiffany and Co. and to explore even deeper how beautiful our connections are, when we truly celebrate the relationship and importance of love that we have for ourselves as individuals,” said Beyoncé.

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