The South African singer-songwriter Tyla is taking on new heights and making history with her music and winning a Grammy Award for Best African Music Performance, a new category.
Just as her music is, Tyla’s ambassadorial deals are growing. Recently, the Water hit singer linked a deal with Nike and was named by Pandora as its new brand ambassador a few days ago.
Her performance at the 2025 Coachella was a master class that also debuted a curated selection from the brand.
According to Pandora, Tyla has a “genre-defying sound, electrifying performances, and trendsetting style. 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,” the company said.
As part of the partnership, the jewelry giant debuted “Pandora Styled by Tyla” – a curated collection of jewelry that reflects important milestones in Tyla’s life.
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The collection is mainly charms, including a cherry blossom charm that reflects her rise to fame and her iconic Water music video.
The mini shark tooth charm is a personal symbol that celebrates her heritage, music, and fans.
Also in the collection are the letters to spell out “Tyger,” referring to a fun name for her fans, as well as a Tigger charm, the tiger character from the “Winnie the Pooh” series.
Pandora Tyla Tyger charm necklace. This is Tyla’s curated collection includes the letters to spell out “Tyger,” a name for her fanbase.
She shared her excitement about partnering with Pandora, stating that she enjoys how the brand allows customers to create their own unique pieces.
Tyla went on to say:
“It reminds me so much of home because my mom always made jewelry, 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.”
The jewelry brand said that, through this new collaboration, it is able to celebrate how jewelry can symbolize life’s special moments, inspiring a new generation to tell their stories through their personal style.
