After just recently winning the Grammy Award for Best African Music Performance (which is a new category by the way), Tyla Laura Seethal is on a winning streak, now being named ambassador for Pandora. Tyla came into the spotlight after her Grammy-winning global smash ‘Water’, shook the globe.
Pandora, the global sweetheart of affordable luxury, is a Danish jewelry brand, founded in 1982 in Copenhagen. They became a household name by doing something genius and different, making high-quality, customizable jewelry affordable for everyone.
They’re most famous for their charm bracelets, where each charm represents something; your birth month, your faith, your travels, your friendships, your heartbreaks, your healing, anything and everything. A representative of Pandora spoke about how Tyla is just the perfect fit for Pandora, as both their values are in sync and align. ‘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 rep said.
Debuting this new partnership, Pandora curated and launched a ‘Pandora Styled by Tyla’ collection of jewelry. Every piece reflects the South African’s singer’s journey, from her childhood days in South Africa, to the release of her first hit single, making sure every charm, every bracelet in this collection carries a piece of Tyla. According to her, Tyla always wanted a Pandora charm bracelet and was never able to get one but admired the charms from all of the world on Pandora collection and thought they were cool.
Speaking on the collection release, Tyla said, ‘Pandora 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. 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 Cherry blossom charm is a sweet nod to her viral sensational ‘Water’. She says it reminds her of the hibiscus flower she has all over social media and in the music video of ‘Water’, and that moment when the shift in her career happened. All the pictures for this campaign is ‘swipe-stopping’ and attention grabbing. Tyla doesn’t just look so good in them but charms us with every piece of jewelry in striking poses that makes you think ‘is Tyla a model too?’
In one of the pictures, we see her go bare, with a dropping necklace and charms that spell out ‘Tyger’. This collection contain letters that spell out ‘Tyger’, which is a fun name for Tyla’s fan club. ‘Tyger’ is a character from ‘Winnie the Pooh’, and interestingly, there is a ‘Winnie the Pooh’ charm bracelet in the collection.
In yet another, we see the charming, loving smile Tyla releases, easing into this collection, as she has her arms raised, somehow saying, ‘this feels like home’.
This new collection and collaboration with Tyla is set to inspire the younger generation to tell their story in curating their own jewelry pieces.
Scheduled to perform at Coachella this year for the first time ever, alongside other show stoppers like Lady Gaga, Seun Kuti, Rhema, there is so much to expect from the South African singer, as she is set to release a sophomore album.
In a world where celebrity endorsements come and go like Instagram trends, Tyla’s approach is refreshing and powerful. She’s not trying to be everywhere at once. She’s carefully selecting partnerships that feel authentic, artful, and true to her brand.
Whether she’s styling charm bracelets for her fans, repping Nike with her signature dance moves, or designing a tumbler that could double as a fashion accessory, Tyla is proving that she belongs to this spotlight.
Also, whether you’re a longtime Tyger or just discovering her magic, the Styled by Tyla collection is a must-see. It’s more than just jewelry—it’s a vibe, a story, and a celebration of creativity, culture, and self-expression. With her signature charm (literally), She and Pandora are showing the world how personal style can tell a powerful story. Ready to wear yours?
