Grammy-winning artist Tyla is adding another achievement to her rising career—she’s been named Pandora’s newest global ambassador. The partnership introduces “Pandora Styled by Tyla,” a specially curated collection inspired by her personal journey, passions, and cultural roots.
According to a press release, the collaboration highlights “the power that jewelry holds to capture life’s most unforgettable moments, inspiring a new generation to embrace their unique stories in their own personal expression.” The collection features signature charms like the Cherry Blossom, a nod to her hit “Water,” and the Shark Tooth Mini, honoring her South African heritage.
Tyla shared her personal connection to the brand, saying, “[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.” She added, “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.”
What’s more, the announcement comes just as Tyla prepares for her highly anticipated Coachella debut on April 11. This marks a major milestone after she had to cancel last year’s performance and tour due to a back injury.
Reflecting on her role in bringing African music to the global stage, she told Billboard, “It’s still an honor because I do use Afrobeats’ influence in my music. I represent Africa as a whole. Genre is so fluid, so it’s become difficult to categorize it. If people see it as the influence that the artist is using in their music getting its recognition, it’ll help more [with perceptions], rather than being like, ‘This person is not that.’”