Tiffany & Co. is doubling down on its effort to appeal to a much younger demographic with its appointment of Beyoncé and Jay-Z as the new faces of the luxury jewelry company.
The appointment of the two new brand ambassadors comes just weeks after the company launched its “Not Your Mother’s Tiffany” campaign and is part of the company’s strategy to rebrand its image following its acquisition by LVMH earlier this year.
While the Beyoncé and Jay-Z campaign is yet to be officially launched, Beyoncé revealed the partnership via her latest cover story for the monthly women’s fashion magazine, Harper’s Bazaar, where she wore various designer pieces, including pieces from her own label IVY PARK alongside a handful of different jewelry pieces from the luxury jeweler.
Tiffany’s appointment of the power couple as brand ambassadors marks a shift in the 184-year-old brand’s marketing strategy, going from “Breakfast at Tiffany’s” and the iconic Audrey Hepburn to “Not Your Mother’s Tiffany.” In line with this shift, the brand focuses on using edgier models and ambassadors to market its products online. Some of the other ambassadors the company has recently appointed include K-pop group BLACKPINK’s Rosé, Eileen Gu, a Chinese-American freestyle skier, The Queen’s Gambit star Anya Taylor Joy and celebrity, CEO and founder of PATTERN Beauty, Tracee Ellis Ross.
Tiffany is also seeking to expand its reach by introducing products such as engagement rings for men.
The company’s move to rejigger its marketing strategy follows several internal leadership changes as its new parent company has looked to assimilate the brand’s operations with its own.
Anthony Ledru is now serving as chief executive of Tiffany & Co. in place of Alessandro Bogliol. Ledru took over the reins along with Alexandre Arnault, who now serves as executive vice president of product and communications. Arnault, the second eldest son of LVMH CEO and Chairman Bernard Arnault, has been working as the chief executive of Rimowa since 2017.
Michael Burke, the chairman and CEO of Louis Vuitton, is also on Tiffany’s board of directors.