Tiffany & Co. announces member of girl group BLACKPINK and solo artist, ROSÉ, as its new global ambassador. ROSÉ, who has become one of the most idolized young women in music and fashion, will debut her new role in the 2021 Tiffany City HardWear digital campaign.

“I’ve always loved wearing Tiffany jewelry. To be part of an iconic brand that has been part of my life for a long time makes it that much more special to me,” says ROSÉ. “I am very honored and excited to be a part of the HardWear campaign and I can’t wait for everyone to see it.”

Based on a 1971 bracelet from The Tiffany Archive and having debuted in 2017, Tiffany City HardWear is inspired by the edge and energy of New York City. The campaign highlights the collection’s gauge links and industrial shapes—bold designs that play with tension, proportion and balance.

Emanating strength and confidence, ROSÉ wears the collection’s graphic 18k yellow and rose gold links accented with pavé diamonds. Tiffany chose ROSÉ to star in the new campaign for her bold personality and modern style influence—as someone who embodies the attitude and identity of the collection.

The campaign makes its global debut across Tiffany’s channels on Friday, April 23.

We had a delight speaking with her about the campaign.

What was it like shooting the latest Tiffany HardWear campaign? How does it feel being the face of such an iconic brand?  

I’ve worn Tiffany jewelry since I was in high school. To be a part of such an iconic brand that has been a part of my life for a long time makes it that much more special to me. I am very honored and excited to be a part of the HardWear campaign that I absolutely adore, and I can’t wait for everyone to see it.

What do you like most about the HardWear collection and, how would you wear or style the pieces?

I love the HardWear collection because it is very stylish. I was super excited when I first heard that I would be campaigning for that collection. I love how bold and chic you can look. I’m very interested in layering my necklaces these days; nothing does it better than the HardWear collection.

Are you more of a rose, yellow or white gold person?


I would usually go for rose gold, but ever since I started wearing the HardWear collection I’ve been into yellow gold. Originally, I used to think that yellow gold seemed a bit too fancy, but I’m definitely enjoying how fancy and fashionable the HardWear collection in yellow gold looks on me these days.

Jewelry is always said to be a very personal thing. What was your very first memory of Tiffany & Co. or its jewelry?

Tiffany jewelry has been a part of my life since way back in high school. We used to gather money to gift each other cute little Tiffany necklaces and there was always that special excitement of receiving that classic, Tiffany Blue® shopping bag. I love how everyone at any age can always enjoy a bit of Tiffany jewelry in their lives.

Tiffany HardWear embodies the attitude and edge of modern cities. What is your favorite city and why?

My favorite city has got to be New York City. When I visited New York for the first time, I was absolutely star stuck and blown away at all the tall buildings and busy streets. I hadn’t noticed that all of my favorite movies were based in New York until I was right there. It was the city that I had fallen in love with in the movies. And I love how the HardWear collection is inspired by the attitude of modern cities. As a city-lover myself, I couldn’t explain a better reason as to why I instantly fell in love with the hardware collection and its mesmerizing shapes.

What has inspired you creatively recently? What do you think of the Tiffany HardWear collection’s industrial yet elegant shapes?

I think small things in my everyday life inspires me the most. It doesn’t have to be anything grand but something that’s effortlessly embedded in our lifestyles. Which is why I feel much more drawn to the HardWear collection’s industrial shapes. I love how intricate and edgy the design is.

Tiffany HardWear is all about being bold. When is the last time you felt that you did something bold? Where did that fearlessness come from?

I think everyone is tested with new obstacles every single day. I feel bold when I stand up for my own opinions. Whether it be a small decision or a big one that follows large responsibility. I think knowing how to stick up for yourself on a daily basis is definitely a definition for boldness.

How do you feel when you put on a beautiful piece of jewelry?

Like any others feel when they put on jewelry! All sorts of butterflies. Jewelry is always a lot of fun. When we put together an outfit for the day, whether that be for an everyday look or a whole extra look for a day at work, jewelry is always the cherry on top. You’ll never know how the outfit looks like until you add the jewelry.

Who would you most want to have breakfast at Tiffany’s with? What would you order?

If they allow pets, then I would definitely go with my puppy, Hank. I would probably just order a good old English breakfast meal and freshly squeezed orange juice.

When did you receive your first piece of Tiffany jewelry?

In my memory, I think it was some white gold earrings in the classic Tiffany charm shape that my mum got me when I pierced my ears for the first time in 7th grade.

Who or what has made you feel empowered recently?

Standing up for my own opinions and trusting in them. Even if it’s for the smallest things.

Who are some of the women that you admire in your life?

My mum. I still remember my mum when she used to work full time back in New Zealand. How she would dress up in the most chic, boss-black fitted blazer and pencil skirt. Her dark red lipstick and perfectly styled hair. She always looked like a boss and she was always my idol. I always wanted to look like her when I grew up. I admire her in so many ways. How responsible, respectful and kind she is to the people around her. And mostly, I admire her for her unconditional love towards me and my sister. She is one selfless yet strong and independent human being.