WatchesMar 27, 2025
Austin Butler Joins Breitling as Brand AmbassadorMajorsApr 09, 2025
Pandora Names Tyla as Its New Brand Ambassador
The Grammy-winning singer-songwriter, who is set to perform at Coachella this month, also debuted a curated selection from the brand.
Pandora has named Grammy-winning artist Tyla as its new brand ambassador.
New York—Pandora has named singer-songwriter Tyla as its new brand ambassador.
The South African musician recently won a Grammy Award for Best African Music Performance, a new category. She will also perform at Coachella on Friday.
Pandora highlighted Tyla’s “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.
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.
Tyla shared her excitement about partnering with Pandora, noting that she enjoys how the brand allows customers to create their own unique pieces.
“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 laying around in my house growing up,” said Tyla.
“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 new collaboration, Pandora said 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.
Shoppers can browse Tyla’s curated selection on Pandora’s website.
Related stories will be right here …
The South African musician recently won a Grammy Award for Best African Music Performance, a new category. She will also perform at Coachella on Friday.
Pandora highlighted Tyla’s “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.
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.
Tyla’s curated collection includes the letters to spell out “Tyger,” a name for her fanbase.
Tyla shared her excitement about partnering with Pandora, noting that she enjoys how the brand allows customers to create their own unique pieces.
“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 laying around in my house growing up,” said Tyla.
“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 new collaboration, Pandora said 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.
Shoppers can browse Tyla’s curated selection on Pandora’s website.
More on Majors
The Latest
SourcingSep 04, 2025
Lucara Unveils Unusual 37-Carat Pink DiamondThe Type IIa stone, recovered from Botswana’s Karowe diamond mine last month, features unique coloration.
Events & AwardsSep 04, 2025
27 Can’t-Miss Converge Sessions, Events From sunrise yoga to tariffs talks, these are some events to check out at the upcoming inaugural event.
Brought to you by
Rallying Call for the Jewelry Industry on Tariffs and Other Key IssuesJewelers of America is leading the charge to protect the industry amidst rising economic threats.
WatchesSep 04, 2025
Breitling Takes Its NFL Game to the Next Level Breitling is now the NFL’s official timepiece partner, a move that puts the brand in front of the millions of Americans who watch football.
Weekly QuizSep 04, 2025
This Week’s QuizTest your jewelry news knowledge by answering these questions.
Events & AwardsSep 04, 2025
The NYC Jewelry, Antique, & Object Show Returns in NovemberNYCJAOS is set for Nov. 21-23 in New York City’s Chelsea neighborhood.
SourcingSep 03, 2025
Gemfields Confirms Completion of Fabergé SaleU.S.-based investment company SMG Capital LLC is the new owner of the luxury brand.
Brought to you by
Taking the Moment Head On: How Rio Grande Champions the Present & Future of Fine JewelryAs a leading global jewelry supplier, Rio Grande is rapidly expanding and developing new solutions to meet the needs of jewelers worldwide.
TrendsSep 03, 2025
Amanda’s Style File: A Perfect BirthstoneSapphire’s variety of colors make it the perfect birthstone for September.
FinancialsSep 02, 2025
Lab-Grown Diamonds, Lower-Priced Fashion Jewelry Drive Signet Jewelers’ Q2 SalesThe retailer has raised its guidance after seeing total sales increase 3 percent in the second quarter, beating expectations.
MajorsSep 02, 2025
Birks CEO Jean-Christophe Bédos Steps DownNiccolò Rossi di Montelera, executive chairman of the board, was appointed as interim CEO.
MajorsSep 02, 2025
Harry Winston Opens Its Largest Flagship in JapanThe three-floor space also features the jeweler’s largest VIP salon in Japan and offers an exclusive diamond pendant.
CollectionsSep 02, 2025
Stephanie Gottlieb Debuts Silver Designs in ‘All Hours’ CollabThe collection is a collaboration between Stephanie Gottlieb Fine Jewelry and Oak and Luna, focusing on understated essentials.
AuctionsAug 29, 2025
Sotheby’s UAE Sale to Feature 32-Carat Fancy Vivid Orangy Pink DiamondThe highlight of a single-owner jewelry and watch collection, it’s estimated to fetch up to $7 million at auction this December.
FinancialsAug 29, 2025
Movado’s Q2 Sales Rebound Despite Tariff ImpactCEO Efraim Grinberg noted a resurgence in the fashion watch market.
CollectionsAug 29, 2025
Piece of the Week: Mark Davis’ ‘Bullseye’ Necklace The “Bullseye” necklace, with vintage bakelite and peridot, August’s birthstone, is the perfect transitional piece as summer turns to fall.
Supplier BulletinAug 28, 2025
Clientbook Is Helping Jewelers Turn Clienteling Challenges into Wins with Hands-On Training and CoachingSponsored by Clientbook
GradingAug 28, 2025
GIA’s New ‘Quality Assessment’ for Lab-Grown Diamonds Is Coming It will classify lab-grown stones into one of two categories, “premium” or “standard,” in lieu of giving specific color and clarity grades.
SourcingAug 28, 2025
Botswana Declares Public Health Emergency Amid Diamond Sales SlumpPresident Duma Boko addressed the country’s medical supply chain crisis in a recent televised address.
MajorsAug 28, 2025
Borsheims Names New Jewelry BuyerFormer Free People buyer Afton Robertson-Kanne recently joined the retailer.
IndependentsAug 28, 2025
Sissy’s Log Cabin Donates School Supplies to Memphis StudentsThe jeweler teamed up with two local organizations for its inaugural “Back to School and Bling” event.
EditorsAug 27, 2025
Taylor Swift’s Engagement Ring Is a Fairy Tale for Vintage Diamond CutsThe singer’s new bling, reportedly a natural old mine-cut diamond, is no paper ring.
SourcingAug 27, 2025
11,685-Carat Emerald Recovered From Zambia’s Kagem MineDubbed the “Imboo,” or “buffalo,” emerald, the rough gemstone is part of Gemfields’ latest emerald auction, which is taking place now.
SurveysAug 27, 2025
Consumer Confidence Slips in August Amid Job, Income WorriesPlans for dining out, booking vacations, and buying big-ticket items were down.
CollectionsAug 27, 2025
Mined + Found’s New Collection Gets Playful The “Play” collection centers on nostalgic toys that have kinetic elements to carry playfulness and wonder into adulthood.
CollectionsAug 26, 2025
Does Your Jewelry Stack Need a Snack?Designer Christina Puchi, the creative force behind CCWW Designs, has created charms and pendants based on iconic candies and crackers.
WatchesAug 26, 2025
Nick Jonas Gets Nostalgic in New Fossil CampaignThe Jonas Brothers star showed off new timepieces against the backdrop of his favorite spots in his home state of New Jersey.
