Luxury jewelry brand Tiffany's released photos announcing Beyoncé and Jay-Z as the faces of their new 'ABOUT LOVE' campaign earlier this week, but quickly faced backlash as critics noted myriad issues with the campaign.

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The promotional photos feature Beyoncé paying homage to Audrey Hepburn's character in Breakfast at Tiffany's, replete with the iconic black dress and elbow-length gloves. She is also wearing a $30 million canary yellow diamond, making her the fourth woman in history and the first black woman to wear it. Hepburn, Mrs. E. Sheldon Whitehouse, and Lady Gaga have worn the diamond prior.

The canary yellow diamond was discovered in the Kimberley mine in South Africa in the 1870s, whereupon it was purchased by Charles Tiffany. The history of diamond mining in Africa is fraught, as the practice has led to civil wars, child labor, and other negative impacts on countries throughout the continent. Though it's unclear if the canary yellow diamond is a "conflict-diamond"—Tiffany's maintains it has a zero-tolerance approach towards conflict diamonds—that didn't stop people from suggesting that Beyoncé was wearing a so-called "blood diamond."

Beyoncé flexing her blood diamond extracted from the Kimberley Mine in South Africa in 1877 using enslaved African labor. https://t.co/QrZdV6zwz1 pic.twitter.com/YAiPO5Kttm

— SLANK (@DabSquad_Slank) August 23, 2021

i’m sorry but there’s nothing amazing about a black woman wearing a blood diamond from south africa 💀 https://t.co/KJpJSzRcau

— sicko fucko (@wapdiscourse) August 23, 2021

Beyoncé doing a Tiffany’s campaign wearing a blood diamond doesn’t sit well for her brand ESPECIALLY given her African influenced work in the past few years pic.twitter.com/B97GGpXNRR

— •B• (@Lovely__B) August 23, 2021

Furthermore, the campaign features a never-before-seen work by Black artist Jean-Michel Basquiat that was purchased by Tiffany's 30 years ago. Due to the anti-capitalist themes of Basquiat's work, many felt it was inappropriate for his work to be unveiled as part of a very expensive ad campaign for luxury jewelry.

insane to me that rich people can just buy art from artists who have passed and no one else gets to see it, kinda gross imo like these pieces should be able to be seen by everyone, thats literally what basquiat woulda wanted https://t.co/GVb3lRSkAE

— 🌷💫 (@__lukec) August 23, 2021

The fact that they showed off this never-before-seen piece of art from Jean-Michel Basquiat for an ADVERTISEMENT doesn’t sit well with my spirits… pic.twitter.com/MOCpOukf8T

— Professor Wright 🎓 (@Savion) August 23, 2021

Jean-Michel Basquiat was a queer homeless anti-capitalist youth who died of a drug overdose. Wtf does Jay-Z think he has in common with him?

— Wakanda Flocka Flame (@bothgoifriend) August 23, 2021

The final piece of the campaign that irked people was Tiffany's pledge of $2 million in scholarships and donations to Historically Black Colleges and Universities (HBCUs), which many interpreted as a band-aid on the various other offenses of the campaign.

Tiffany’s put Beyoncé in a diamond --“discovered” in a colonial mine in Kimberly in 1877--that no black woman has ever worn before in an ad with a never-ever-before-seen Basquiat and then pledged $2 million in scholarships & internships to HBCUs

— Zoé (@ztsamudzi) August 23, 2021

Then somebody going tell me that Tiffany’s is giving 2M to HBCU’s as if I gave a fuck or would be even slightly impressed. https://t.co/91A4av0wla

— Substantial Britt💅🏾 (@Tacosndgrenades) August 24, 2021

institutions so their children could obtain a higher education in a segregated society & Jay Z & Beyonce are in an ad flaunting said diamond while Tiffany's (& the rest of racialized capitalism) toss a mere $2 million at HBCU's.
(priorities *was to build)

— Audrey Shipp (@adri16) August 23, 2021

If nothing else, Tiffany's and the Carters scored an eye-catching campaign, even if it might not be for the right reasons.