Tina Knowles-Lawson is sticking it to the critics.
Beyoncé’s mom took to Instagram this week to defend the “Lemonade” singer from criticism of her new Tiffany & Co. ads, in which she appears wearing the famed Tiffany Diamond.
The 128.54-carat yellow gem was unearthed in 1877 in the Kimberley Mines of South Africa, and some fans and scholars were not happy about the colonial origins of the stone and Bey’s participation in the campaign.
“This is not just ‘a necklace’ it’s a blood diamond that was mined off the blood of south africans, if they didn’t meet their quota their hands and feet were mutilated or were just killed [sic],” one person tweeted.
“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,” another said.
Tina commented on The Grio’s Instagram post rounding up some of the critiques on Wednesday.
“How many of you socially conscious activist own diamonds ? I thought so ! Well guess what did you go to try to check to see where the diamond came from? Probably not [sic]!,” she wrote.
“So when you guys get engaged you won’t have a diamond you gonna put on a sterling silver band And you better check out where it came from and the origin of where came from and why you add it check out the calls for the Leather that you weird because they made it came from another country to to ban and not buy diamonds right because your righteous [sic] !!”
Beyonce is only the fourth person — and the first black woman — to wear the precious stone. Previous wearers include her “Telephone” collaborator Lady Gaga at the 2019 Oscars as well as Audrey Hepburn, who donned it in a publicity shoot for the 1961 film “Breakfast at Tiffany’s.”
Many also pointed out on social media that Gaga and Hepburn were not criticized for wearing the piece, with one tweeting, “Lady Gaga wore that diamond necklace and it was all love but as soon as it lands on Beyoncé’s neck y’all suddenly remember where it’s from and how it’s a blood diamond.”
Beyoncé and Jay-Z have yet to comment on the backlash surrounding their campaign, which also included fans questioning the inclusion of a never-before-seen Basquiat painting in one of the images.
As part of its partnership with the Carters, Tiffany & Co. is pledging a $2 million commitment towards scholarship and internship programs for historically black colleges and universities (HBCUs).