South African singer-songwriter and Grammy Award winner Tyla has been named Pandora’s newest global ambassador, a collaboration that coincides with her upcoming debut at Coachella on April 11, 2025.
In the “Pandora Styled by Tyla” campaign, the 23-year-old artist has curated a selection of jewelry pieces that reflect her personal journey, inspirations, and heritage. Among the standout charms are the Cherry Blossom, symbolizing her rise to international fame following her “Water” music video, and the Shark Tooth Mini, representing her South African roots and musical influences.
Tyla expressed enthusiasm about the partnership, noting its personal significance. She reminisced about her childhood, sharing that her mother would give her and her sisters beads to create friendship bracelets, a pastime that kept them engaged for hours. “Now my Tygers can have matching friendship bracelets with me,” Tyla said, referring to her fanbase.
This collaboration highlights Pandora’s commitment to celebrating individuality and self-expression through jewelry. By teaming up with Tyla, the brand aims to inspire a new generation to embrace their unique stories and personal style.
The announcement comes just days before Tyla’s highly anticipated performance at Coachella, marking a significant milestone in her burgeoning career. Fans eagerly await her debut on the iconic stage, anticipating a performance that showcases her distinctive blend of Afrobeat and pop influences.
Beyond her musical talents, Tyla has made waves in the fashion world. Her appearance at the 2024 Met Gala in a custom Balmain gown garnered widespread attention, solidifying her status as a style icon. Her collaboration with Pandora further cements her influence in both the fashion and music industries.
As Tyla prepares to take the stage at Coachella, her partnership with Pandora serves as a testament to her multifaceted artistry and global appeal. Fans can look forward to seeing her curated jewelry collection, which embodies the essence of her personal journey and cultural heritage.
