“ABOUT LOVE” Received No Love Due to Diamond Origin
Some companies can’t catch a break when it comes to marketing and well known jewelry company Tiffany & Co falls into that category.
Tiffany & Co. is a brand that is known to make marketing mistakes with their “Not your mothers Tiffany” campaign. What did they expect talking about a person’s mother?
Recently, they released their new campaign “ABOUT LOVE” featuring beloved couple Beyoncé and Jay-Z which had split reviews.
Beyoncé is featured wearing the iconic Tiffany & Co. yellow diamond becoming the fourth person to wear the piece. I'm sure her team never expected the campaign to receive backlash. Because, you know it’s Beyoncé.
The couple is set to release a film about the campaign shot by Jay-Z and starring Beyoncé. So, what’s the problem? Well, at first glance the diamond was said to be discovered in South Africa by founder Charles Lewis Tiffany in 1877. Social media “FBI” found a different story.
Rumor has it that the 22-carat yellow diamond is a blood diamond, stolen from South Africa. South African people have protested Tiffany & Co.’s possession of the rare diamond and contest the theory of the diamond being purchased not stolen.
With the activism that Beyoncé participates in, fans were confused when they saw her wearing the blood diamond on full display. Others were confused by the backlash. According to a source, Beyoncé was disappointed about the backlash criticizing the vetting process.
Regardless of the backlash, the campaign is still going to release a film on September 15, 2021 and Tiffany & Co. has pledged two million dollars for scholarships.