Tyla becomes Pandora Jewelry’s newest global ambassador, launches personal jewelry edit! South African global music sensation Tyla has just added another glittering achievement to her growing list of accolades: she has officially been named the newest brand ambassador for Pandora Jewelry, one of the world’s most iconic and beloved jewelry brands.
The announcement, which quickly made waves across social media platforms, sent the Grammy-winning artist straight to the top of trending lists worldwide. Fans, affectionately known as her Tygers, flooded timelines with celebratory messages, calling the partnership a perfect match between elegance and youthful creativity.
A Stylish New Era: Pandora Styled by Tyla
To commemorate this exciting collaboration, Tyla has launched a curated jewelry edit titled “Pandora Styled by Tyla”. The collection reflects not only her bold, trendsetting sense of fashion but also her deep-rooted personal connection to jewelry and storytelling through accessories.
The curated selection features some of Tyla’s favorite pieces from Pandora, including the Pandora Moments Studded Chain Bracelet and Necklace. These timeless staples are used by the star to layer and display a unique mix of charms — each one telling a story, each one holding sentimental meaning.
“Partnering with Pandora is such an exciting thing to do,” Tyla said during the launch of the campaign. “I’ve always loved how you can personalize their jewelry. It reminds me so much of home because my mom used to make jewelry.”
Meet our new ambassador: singer, songwriter and Grammy®-winning global music sensation, @Tyllaaaaaaa. ✨
Tyla hand-picked her favorite Pandora charms and styled one-of-a-kind jewelry pieces that represent her. https://t.co/LjMm7DofTB pic.twitter.com/80M4RJa6Mw
— Pandora Jewelry (@PANDORA_NA) April 8, 2025
Childhood Memories Woven Into Charms
Tyla’s connection to jewelry is more than just a fashion statement — it’s a deeply personal part of her upbringing. She fondly recalled how her childhood home was often scattered with beads, thanks to her mother’s love for jewelry making.
“Whenever my sisters and I were restless or needed a distraction, my mom would give us a tub of beads,” she shared. “We’d spend hours making friendship bracelets. It was such a comforting and creative part of our lives.”
Pandora Jewelry
This nostalgic memory has now come full circle, as Tyla offers her fans a way to feel even more connected to her through this collection.
“Now my Tygers can have matching friendship bracelets with me,” she added with a smile, referencing her global fan base.
The idea of shared jewelry — a symbol of unity, creativity, and love — lies at the heart of this collaboration. It brings a new level of intimacy and sentimentality to Tyla’s relationship with her fans, allowing them to celebrate moments together through wearable keepsakes.
Fashion Meets Storytelling
Pandora Jewelry, known for its charm bracelets and customizable pieces, is the perfect partner for an artist like Tyla, who has built her career on authenticity, expression, and a strong sense of identity. Her music, fashion, and now jewelry all come together as a form of storytelling — each piece reflecting a mood, a moment, or a memory.
This campaign doesn’t just showcase the beauty of the pieces; it also celebrates Tyla’s creative roots, cultural pride, and meteoric rise on the global stage. Her partnership with Pandora underscores her status as a modern style icon and a powerful force in the fashion and music industries alike.
A Growing List of Achievements
Tyla’s latest achievement follows a breakout year that included winning a Grammy Award, chart-topping hits, viral dance challenges, and international tours. At just 22 years old, she has quickly become one of South Africa’s biggest global exports and continues to inspire young people around the world with her talent and authenticity.
With this new Pandora collaboration, Tyla is not just stepping into the world of high fashion — she’s inviting her fans to join her there, one charm at a time.
As Pandora and Tyla team up to turn jewelry into memories and music into fashion, it’s clear this partnership is destined to shine just as brightly as the star herself.
