Beyoncé and Jay Z's campaign causes a stir

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The power couple is facing backlash over it's recent Tifanny & Co "About Love" campaign
The power couple is facing backlash over it's recent Tifanny & Co "About Love" campaign
Tim Nwachukwu

They are known for using their platforms to support and shine light on the African continent. But their recent campaign is facing major backlash over a 'blood diamond' from South Africa.

Grammy award-winning icon, Beyoncé and her husband, hip-hop mogul Jay Z are under fire over the Tiffany & Co ‘About Love’ campaign.

The couple posted the pictures of the campaign, with Beyoncé in a black gown with long black mesh gloves and the iconic yellow diamond necklace.

Social media users all over the world could not help but focus on the ‘blood diamond’.

The stone was discovered in 1877 in the Kimberly colonial diamond mine in South Africa, and later purchased by Tiffany’s founder Charles Tiffany.

According to Geology, blood diamonds or "Conflict Diamonds", are often produced through the forced labor of men, women and children. 

Beyoncé is the first black woman and just the fourth person in over a century to wear the 128 carat-stone.

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