Tina Knowles Embraces Her Role as Matriarch in Kurt Geiger Mother’s Day Handbag Campaign (Exclusive)

**Tina Knowles Dons Many Hats in New Kurt Geiger Mother’s Day Campaign**

Tina Knowles, the accomplished businesswoman and mother to renowned artists Beyoncé and Solange Knowles, has stepped into the spotlight once again as she stars in a new Mother’s Day handbag campaign for Kurt Geiger. Not only does she feature in the campaign, but she also took on the role of producer for the promotional video, a venture that proved to be both enjoyable and enlightening for the 72-year-old.

The campaign video was shot in the comfort of Knowles’ Los Angeles home, where she is seen unboxing an array of pink handbags gifted to her by family members. This delightful unveiling occurs as she prepares for a Mother’s Day brunch. In a heartwarming twist, Knowles ultimately selects a few bags to take along, embodying the campaign’s tagline: “Grandma doesn’t choose favourites,” which highlights her affectionate and inclusive approach to family.

Reflecting on her multifaceted role in the campaign, Knowles shared her enthusiasm, stating, “I truly enjoyed the experience of working on the campaign, especially for Mother’s Day. The Kurt Geiger team trusted my vision to be the executive producer. It was my first time wearing many hats at once; set designer, writer and producer.” She admitted that this experience may have ignited a newfound passion for production, remarking, “I may have been bitten by the producer bug.”

Rebecca Farrar-Hockley, chief creative officer at Kurt Geiger, expressed her excitement about partnering with Knowles for this year’s Mother’s Day initiative. In a recent press release, she described Knowles as a significant influence, stating, “As a matriarch to many, she has nurtured, guided, and inspired generations, shaping some of the most influential artists of our time.” This collaboration highlights not only Knowles’ contributions to her family but also her broader impact on the music and fashion industries.

For Knowles, the perfect Mother’s Day begins with attending church, a vital tradition in her family. She cherishes the moments when all her children, grandchildren, and even her daughter Angie gather for a meal. “That’s not always possible but when it is, I’m the happiest,” she said, showcasing her deep appreciation for family gatherings.

The connection Knowles shares with her daughters extends beyond their familial bond; it also includes a playful element of sharing wardrobes. She admits to frequently borrowing pieces from Beyoncé and Solange’s closets, noting, “Absolutely, I’m swiping from their closets. They have great stuff that I could never afford, and I can wear my stuff over and over. They can’t.”

In her view, handbags are not merely functional items; they serve as essential accessories that complete any outfit. “Your bag is the final touch,” Knowles asserted. “It is not only a necessity, but it finishes off your look.” This sentiment underscores her belief that fashion plays a significant role in personal expression, especially for mothers.

In addition to her work with Kurt Geiger, Knowles is preparing for the release of the paperback edition of her memoir, *Matriarch*, which is set to hit shelves on April 28, 2025. Initially hesitant to share her story, she explained, “I didn’t want to write a book because I thought [people] only want to know all my kids’ business. They’re not going to be interested in me.” However, as she began to pen her experiences, she realised the importance of documenting her life.

Her writing journey began as a “behind-the-scenes type thing with Destiny’s Child and just with the entertainment industry.” As she recounted her narrative, it became clear that she wanted to share her legacy not only with her children but also with a wider audience. “But I also want to encourage young people and older people to go and record their parents and get those stories,” she added, highlighting the importance of storytelling across generations.

Tina Knowles continues to prove that she is a woman of many talents, navigating her roles with grace and authenticity. Her work in the Kurt Geiger campaign exemplifies her enduring connection to family and her desire to create lasting impact, both personally and professionally. As Mother’s Day approaches, her celebration of motherhood and the familial bonds it encompasses shines brightly in her life and work.