Earlier this year, Tiffany & Co sparked controversy when it launched the "Not Your Mother's Tiffany" guerilla-style campaign in New York City and Los Angeles. Images: Sharif Hamza for Tiffany; street photography Maxwell Schiano via Business of Fashion

Pauline Brown, former chairman LVMH North America

Beyoncé and Jay-Z pose in front of Jean-Michel Basquiat's 1982 painting 'Equals Pi'. Image: Mason Poole & Tiffany & Co.

Jay Z and Beyoncé – wearing the Tiffany Diamond – in the new Tiffany & Co. campaign 'About Love'. Image: Mason Poole & Tiffany & Co.

Image: Mason Poole & Tiffany & Co.

Beyonce – wearing the Tiffany Diamond – and husband Jay Z pose with Jean-Michel Basquiat's 'Equals Pi' painting in the new Tiffany & Co. advertisement. Image credit: Mason Poole & Tiffany & Co.

Beyoncé and Jay-Z caused controversy earlier this year with the launch of 'About Love' campaign, which featured the famous yellow Tiffany Diamond.

Jean-Jacques Guiony, chief financial officer LVMH

Alexandre Arnault, Tiffany’s executive vice-president of product and communication and son of Bernard Arnault who is the chairman and CEO of LVMH.

The Tiffany Yellow Diamond, currently weighing 128.5-carats, is one of the largest yellow diamonds ever discovered and originally weighed 287.42-carats in the rough when discovered in 1878 in the Kimberley mine in South Africa.

Tiffany's reimagined World's Fair Necklace is valued at between US$20 million and $30 million and was launched in November.

The re-branding continued with a controversial billboard campaign bearing the slogan, ‘Not your mother’s Tiffany’. The intention was clear – positioning Tiffany as a youthful, on-trend, and unpretentious brand, accessible to Gen Z