PANDORA AND TYLA JOIN FORCES
Tyla, known for her genre-defying sound, energetic performances, and trendsetting style, will represent Pandora’s full jewelry assortment, including the brand’s iconic and beloved charm collection.
The Grammy®-winning global star brings her signature style and storytelling to Pandora Styled by Tyla, where she showcases her personal fashion sense. Pandora, the world’s largest jewelry brand, welcomes Tyla as its newest brand ambassador.
The announcement comes just ahead of Tyla’s debut performance at Coachella on April 11, 2025. With her natural ability to merge musical artistry and personal storytelling, Tyla brings a fresh and dynamic vision to Pandora, embodying the brand’s core values of self-expression and creativity.
As part of the collaboration, Tyla stars in Pandora Styled by Tyla, which highlights her carefully curated selection of Pandora jewelry—pieces that reflect her journey, passions, and inspirations. Central to the campaign are Pandora’s charms, each symbolizing a meaningful moment in Tyla’s life. From her international breakthrough, represented by the Cherry Blossom charm (a nod to her iconic Water music video), to personal symbols celebrating her heritage, music, and fanbase—like the Mini Shark Tooth charm.
“Working with Pandora has been such an exciting experience,” says Tyla. “I’ve always loved styling their jewelry because you can create your own unique combinations. It reminds me of home—my mother used to make jewelry. The birthstone charms remind me of the beads that were all over our house when I was growing up. Whenever our mom needed a break, she’d give us a big tub of beads, and my sisters and I would spend the whole day making friendship bracelets. Now my Tygers (fans) can wear matching friendship bracelets with me.”
With this collaboration, Pandora and Tyla celebrate the power of jewelry to capture unforgettable moments, inspiring a new generation to embrace their unique stories and express themselves in their own way.
Starting today, fans can discover Tyla’s personal selection and experience how Pandora charms and jewelry can tell their own unique story.
