LOSE YOURSELF IN LOVE – that’s the name of the new jewelry collection that was created in collaboration with world star Beyoncé (41). The focus is on self-love, individuality and cohesion.
The Grammy award winner stands for self-confidence and elegance. The singer also wears jewelry by designers Jean Schlumberger and Elsa Peretti in the campaign. Like Beyoncé, they stood for fearless self-expression in their day.
Beyoncé wears a Tiffany HardWear necklace specially made for the campaign. It took over 40 hours to hand assemble and polish the piece at Tiffany & Co. in New York City. The links of the 18k gold chain are three times larger than the existing Tiffany HardWear graduated link necklace. A limited number of these large scale necklaces will be available for purchase to commemorate “LOSE YOURSELF IN LOVE”.
The “LOSE YOURSELF IN LOVE” campaign reflects Tiffany & Co.’s continued support for underrepresented communities. The newly launched social impact platform, Tiffany Atrium, encompasses the House’s ongoing partnership with the Carters through the Tiffany & Co. About Love Scholarship Program, in partnership with BeyGOOD and the Shawn Carter Foundation.
In 2021, Tiffany & Co. committed to funding $2 million in scholarships through 2024 for students in the arts and creativity at Historically Black Colleges and Universities (HBCUs). To date, the scholarship has been awarded to over 60 qualified students from Lincoln University in Pennsylvania, Norfolk State University in Virginia, Bennett College in North Carolina, the University of Arkansas at Pine Bluff and Central State University in Ohio.