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Beyoncé faces online bullying following a Tiffany & Co. ad campaign

17:42, September 1

Beyoncé has faced criticism after becoming the new global ambassador for Tiffany & Co. and starring in one of its advertising campaigns.

Especially for her, the star tried on the most famous jewelry of the brand - a necklace with a yellow diamond weighing 128.54 carats and worth $ 30 million, after which she faced bullying.

Netizens believe that this gem is a symbol of British colonialism in Africa, and call it "bloody".

View this post on Instagram

A post shared by Beyoncé (@beyonce)

According to The Times, the yellow diamond was mined in the South African Kimberley mine in 1877 and sold to Tiffany & Co co-founder Charles Lewis Tiffany.  Because of this, some social media users saw the stone as a symbol of British colonialism in Africa. They criticized Beyoncé for wearing the diamond, calling her actions a form of blackwashing. Her mother stood up for the singer, and fans who pointed out on social networks that neither Lady Gaga nor Audrey Hepburn, who also previously wore this stone, faced similar accusations.


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