Tiffanys has gone unapologetically black – to the chagrin of some of their customers – with JAY-Z representing the embodiment of a “Tiffanys Man” in a new ad.

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Pictured here we see the mogul with the Tiffany T Square Bracelet on both wrists and Tiffany 1837® Makers signet ring in 18k gold on his finger. Around JAY-Z’s neck there is a Tiffany 1837® Makers chain necklace in sterling silver and 18k gold.  

Some fans have criticized Jay-Z and Beyonce’s campaign with Tiffanys, citing concerns over the origins of the jewel-makers diamonds.  But it’s all good – Tiffanys has bought ethically mined gold since 1992. The company also abides by the Kimberley certification process to avoid sourcing conflict diamonds.