Tiffany’s New Faces

Beyoncé and Sean Jay-Z Carter are the pinnacles of what the Hip-Hop culture has produced and the window of what the future holds for this genre. Musical Icons, business moguls, fashion icons, the ultimate power couple, but now they have taken things to almost what we was previously and unforeseen level as they become the new faces of Tiffany & Co, arguably the most prestigious jewellery retailer in the world, has selected them as new brand ambassadors.

Since the acquisition of Tiffany & Co. by LVMH they have slowly pushed to modernize the classic traditional Tiffany & Co. image through a heavier social media promotional presence and trying to captivate a younger target market. Some of their strategies to appeal to a more youthful age group include challenging traditional gender norms by selling engagement rings for men and releasing the controversial “Not Your Mother’s Tiffany” campaign. They are continuing to revamp their image by recruiting icons Beyoncé and Jay-Z, two of the most successful musicians and role models among Millennials and Generation Z, as the new faces. Considering the recognition of the power couple, taking them on as ambassadors has the potential to help gain Tiffany & Co. a young and more currently trendy black and multi-cultural consumer audience for now and the long term.

While this is definitely exciting news for Beyoncé’s “Beyhive,” this is an impressive step to take regarding diversity as well. Many luxury fashion and jewelry labels have received consistent backlash for not including enough black models and multi-cultural ambassadors. By selecting two successful and renowned black musicians as ambassadors, Tiffany & Co. is showcasing a step of progress in having diversity be the leading face to their name.

So what is next for Tiffany & Co. after this? Time will tell how this new move will affect Tiffany & Co.’s sales and numbers, but there is no doubt that this will get Tiffany & Co.’s current shoppers talking and Beyoncé’s Beyhive buzzing feeling the potential for a more progressive brand, and the LVMH rebrand from old classic exclusive to a contemporary new generation inclusive Tiffany and Co.