Tyla Joins Pandora as Global Ambassador with “Styled by Tyla” Collection
In a significant collaboration that bridges music, culture, and fashion, Grammy-winning South African artist Tyla has been announced as the newest global ambassador for renowned jewelry brand Pandora. This partnership introduces the “Styled by Tyla” collection, a curated selection of jewelry pieces that encapsulate Tyla’s personal journey, artistic inspirations, and South African heritage.
Tyla’s Meteoric Rise
Tyla’s ascent in the music industry has been nothing short of remarkable. Born and raised in Johannesburg, she gained international recognition with her 2023 single “Water,” which entered the top ten charts in multiple countries, including South Africa, the United Kingdom, and the United States. The song marked a historic moment, as Tyla became the first South African soloist in 55 years to enter the US Billboard Hot 100. Her success was further solidified when she won the inaugural Grammy Award for Best African Music Performance.
A Fusion of Music and Fashion
Beyond her musical achievements, Tyla has made significant strides in the fashion world. Her distinctive style, characterized by a blend of edgy and street-chic elements, has garnered attention on international platforms. From her debut performance at Milan Fashion Week to her show-stopping appearance at the 2024 Met Gala in a custom Balmain gown, Tyla consistently showcases her fashion-forward sensibilities.
Celebrating Heritage Through Jewelry
The “Styled by Tyla” collection is a testament to Tyla’s deep-rooted connection to her South African background. Notably, the collection features Pandora’s Cherry Blossom charm, a nod to the visuals in Tyla’s breakout music video for “Water,” and the Shark Tooth Mini charm, symbolizing her cultural roots and musical influences. These charms are versatile, adorning necklaces, bracelets, and even hoop earrings, allowing fans to personalize their jewelry in a manner that resonates with Tyla’s style.
A Personal Connection
Tyla’s collaboration with Pandora is more than a professional partnership; it’s a personal journey. Reflecting on her childhood, Tyla shared memories of crafting jewelry with her sisters using beads provided by their mother. This nostalgic connection to jewelry-making adds depth to the collection, making it a heartfelt tribute to her upbringing. In a press release, Tyla expressed her excitement, stating, “Now, my Tygers can have matching friendship bracelets with me,” referring to her dedicated fanbase.
Aligning with Pandora’s Vision
Pandora’s decision to collaborate with Tyla aligns seamlessly with the brand’s mission to celebrate individuality and self-expression. The “Styled by Tyla” collection embodies this ethos, offering pieces that allow wearers to tell their unique stories. This partnership also complements Pandora’s broader “BE LOVE” campaign, which emphasizes love as an actionable force, encouraging individuals to express love through their personal style.
Pandora’s Evolution and Global Impact
Founded in 1982 by Danish goldsmith Per Enevoldsen, Pandora hdisas grown from a small jewelry shop in Copenhagen into one of the world’s largest jewelry brands. Known for its customizable charm bracelets, the company boasts over 6,700 points of sale in more than 100 countries. With manufacturing sites in Thailand and a commitment to quality craftsmanship, Pandora has consistently delivered jewelry that resonates with a wide and diverse audience.
Over the years, Pandora has prioritized affordability, personalization, and sustainability. In recent years, the company has committed to using only recycled silver and gold by 2025 and phased out mined diamonds in favor of lab-grown alternatives. This pivot toward sustainability complements Tyla’s modern image and adds an environmentally conscious layer to the collection’s story.
Product Details: Style Meets Substance
The “Styled by Tyla” collection showcases Pandora’s craftsmanship across several of its product lines. From adjustable necklaces to charm-accented hoop earrings and stackable bracelets, each piece is available in sterling silver, 14k rose gold-plated, and 14k gold-plated options. As always with Pandora, personalization is key—each piece is meant to reflect the wearer’s individuality.
Charms such as the Cherry Blossom and Shark Tooth Mini tell visual stories and symbolically tie back to Tyla’s South African roots and career-defining music. Tyla herself has been seen wearing a chain that spells out her fanbase’s name in sparkling letters, proving the collection’s balance of elegance and relatability.
Recognition and Legacy in the Making
Tyla has quickly established herself as a global force. With a musical style dubbed “Popiano”—a blend of amapiano and mainstream pop—she’s been praised for her innovation and energy. Her self-titled debut album received critical acclaim and entered the top 25 in multiple countries including the U.S., U.K., and South Africa. Her accolades include an MTV Video Music Award and three MTV Europe Music Awards. In addition to two BET Awards, and the Global Force Award at the inaugural Billboard R&B’s No. 1’s event.
In addition to her Grammy win, Tyla has performed on major stages. Ranging from The Voice finale, the Victoria’s Secret Fashion Show, and the MTV Europe Music Awards. She’s shared the spotlight with stars like Chris Brown and Ayra Starr. While, collaborating on a remix with Summer Walker, she is consistently delivering visually stunning content.
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A Legacy of Iconic Collaborations
Tyla’s partnership with Pandora joins a long legacy of impactful and culture-shaping collaborations. Ones that have defined the jewelry brand’s modern identity. One of Pandora’s most notable collaborations is its enduring relationship with Disney. In 2015, the launch of the Disney Classic collection marked a turning point for the brand. Combining the magic of storytelling with hand-finished craftsmanship. Over the past decade, this partnership has given fans the opportunity to wear their favorite characters. Ranging from Cinderella to The Little Mermaid—in charm bracelet form. To celebrate the 10-year milestone in 2025, Pandora and Disney are releasing a bestsellers curated collection. Which is featuring 15 of the most beloved pieces from their long-standing collaboration.
Another recent and exciting addition to the Pandora family is the R&B sister duo Chloe x Halle. As ambassadors for the brand’s Be Love campaign, the Grammy-nominated artists champion Pandora’s core message of love—not just in romance, but in everyday acts of kindness and self-expression. The campaign encourages people to “move throughout the world with love,” elevating jewelry from decorative accessory to a daily reminder of personal values.
More Than a Jewelry Brand
Through strategic alliances with entertainers, creatives, and global icons, Pandora has cultivated a reputation. One known for merging emotion, heritage, and contemporary culture. Whether it’s celebrating pop royalty through partnerships like the Taylor Swift Collection or tapping into Gen Z with the edgy Heaven by Marc Jacobs x Pandora crossover capsule, the brand continues to stay relevant by aligning with influential voices that reflect its diverse global audience.
With Tyla now stepping into this lineage of legacy, her collection builds on Pandora’s heritage of meaningful collaboration. It fuses fashion, culture, and personal storytelling. Which are three pillars that continue to shape some of the brand’s most iconic partnerships.
A Shared Vision for the Future
The partnership between Tyla and Pandora represents a convergence of shared values and visions. Both entities prioritize authenticity, self-expression, and cultural appreciation. As Tyla continues to break barriers in the music industry, her collaboration with Pandora offers fans a tangible connection to her journey. Allowing them to wear pieces that reflect her story and, by extension, their own.
Final Thoughts
The “Styled by Tyla” collection is more than a jewelry line—it’s a celebration of identity, heritage, and personal growth. As Pandora continues to elevate meaningful partnerships, Tyla’s collaboration stands out for its authenticity and deep cultural resonance. Whether you’re a longtime Tyger or a new admirer, this collection provides a stylish and symbolic way to share in her story.
The full “Styled by Tyla” collection is available online and will hit Pandora stores globally on April 11.
