Tiffany solicits help of Beyoncé and Jay-Z to draw younger buyers – will it backfire?

The musician sports a 128.54-carat stone in a new ad campaign - the jewelry company's latest attempt to rebrand itself

Beyonce has become the first black woman to wear the famous yellow Tiffany diamond, in the jewelry company's latest attempt to rebrand itself for a younger, more diverse audience.

The musician sports the priceless" 128.54-carat stone alongside husband Jay-Z in a new ad campaign for Tiffany & Co. Beyonce is the fourth woman, and first Black woman, to wear the diamond in more than a century.