It’s the collab we didn’t know we needed: Pandora has welcomed Grammy®-winning global music sensation Tyla as its newest ambassador.
Known for her genre-defying sound, electrifying performances, and trendsetting style, the South African-born singer, songwriter, and performer will represent Pandora’s full jewellery collection, including the brand’s beloved and iconic charm offerings.
The announcement comes ahead of Tyla’s Coachella performance debut on 11th April, 2025 (today).
With a natural ability to blend musical artistry and personal storytelling, Tyla brings a fresh and dynamic perspective to Pandora, embodying the brand’s spirit of self-expression and creativity.
As part of the partnership, Tyla stars in “Pandora Styled by Tyla”, highlighting her curated selection of Pandora jewellery – pieces that reflect her journey, passions, and inspirations. At the heart of the content are Pandora charms, each representing meaningful milestones in Tyla’s life.
From her rise to international stardom with the Cherry Blossom Charm reflecting her iconic ‘Water’ music video to personal symbols that celebrate her heritage, music, and fanbase, like the Mini Shark Tooth Charm, all are represented.
“Partnering with Pandora is such an exciting thing to do,” said Tyla. “I’ve always found their jewellery so fun to style because you can create your own unique pieces of jewellery. It reminds me so much of home because my mom always made jewellery, and the birthstone charms remind me of the beads I used to have lying around in my house growing up.
“Whenever our mother wanted us not to bother her, she’d give us a big container of beads, and my sisters and I would make friendship bracelets all day. Now my Tygers can have matching friendship bracelets with me.”
Through this collaboration, Pandora and Tyla celebrate the power that jewellery holds to capture life’s most unforgettable moments, inspiring a new generation to embrace their unique stories in their own personal expression.
Fans can explore Tyla’s curated selection and discover how Pandora’s charms and jewellery can tell their own unique stories directly at Pandora.net/Tyla.
