South African singer Tyla as the new face of Pandora.
Image: Instagram/notjustok
Tyla’s having that year - the one where everything just clicks. She’s winning awards, making history as the youngest African artist to win a Grammy, and serving flawless look after flawless look at every major event.
Now, she’s adding another win to her name as the new face of global jewellery brand, Pandora.
The brand was founded in 1982 and is all about personalised jewellery. Best known for its charm bracelets, the brand invites wearers to build jewellery that reflects their memories and milestones.
Jewellery has always been central to Tyla’s looks, often bringing that final touch to her bold fashion statements.
With Pandora, the connection goes even deeper.
“My favourite moment was styling the jewellery,” she said.
“We went into this room, and there were all the charms you could ever imagine. That was fun because I used to do that when I was younger with my mother, who loves making jewellery.”
One charm stood out for its meaning: “When I see the cherry blossom, it reminds me of the hibiscus flower; when I released 'Water', I had that flower all over socials, and it was also in my music video. It really reminded me of that shift in my career.”
Tyla shared that charm bracelets have been part of her childhood from DIY bead sessions with her sisters to now styling them as a brand ambassador.
Image: Instagram/Notjustok
She also shared a memory that many can relate to, the bead chaos of childhood.
“I actually really like all the hectic charm bracelets. I love messy-looking stuff and all of the beads. We used to have beads lying around the house, and we used to get in so much trouble from my father because they were everywhere.
But my mom, to keep us busy, would just give us a bucket of beads and elastic and I would just spend the whole day listening to music or watching TV with my sisters, making friendship bracelets for each other.”
Charm bracelets, by the way, are having a revival. From TikTok trendsets to high-fashion editorials, chunky, colourful charm stacks are being reimagined for a new generation. They’re fun, personal, and - like Tyla said - even better when they’re a little bit “messy-looking”.
This resurgence is driven by a desire for personalised accessories that tell individual stories. According to "Vogue", Gen Z is leading this revival, with many unboxing their charm bracelets on TikTok and visiting "charm bars" as social activities.
Her fanbase, largely Gen Z and younger Millennials, grew up loving charm bracelets, DIY beading kits, and friendship jewellery.
And now, with the rise of “charm bar” trends and TikTok fashion hauls, charm bracelets are back in style, making this a full-circle moment.