Tyla Shines as the Face of Pandora’s Bold New Talisman Collection

Global jewellery brand Pandora has launched its latest campaign — Pandora Talisman, with none other than Grammy Award-winning artist Tyla as the face of the collection. The campaign introduces a bold, new direction for the Danish jewellery brand, moving away from its traditional charm-based designs toward a more symbolic and ancient-inspired aesthetic.

Pandora Talisman features jewellery pieces inspired by ancient coins and Latin inscriptions. The collection includes necklaces, rings, earrings, and bracelets crafted in sterling silver, 14-karat gold plating, and mixed metals. It’s a modern take on timeless symbols, designed for meaningful self-expression.

“Talisman really marks a bold new era for us. It’s a departure from our traditional charm design codes, but at the same time, it stays deeply rooted in what’s always defined Pandora — symbolism, storytelling and meaningful self-expression,” said Berta de Pablos-Barbier, Pandora’s Chief Marketing Officer.

Tyla officially became a Pandora brand ambassador in April and has now taken centre stage in the new Talisman campaign. The singer, known for her unique style and powerful presence, curated some of the charms herself — making the campaign feel deeply personal and authentic.

“Tyla is bold, authentic and unapologetically herself — which aligns so naturally with the spirit of the Talisman collection. This campaign is all about self-expression and choosing the words and symbols that define who you are, and Tyla brings that to life in such a powerful, modern way,” said de Pablos-Barbier.

The campaign not only highlights a fresh jewellery design but also taps into Pandora’s deeper brand philosophy.

“Our brand DNA is rooted in the idea of love as a transformative force, whether that’s love for people, passions or personal growth. We call it Be Love, and we look for people who express that in a way that’s real and inspiring. Tyla does exactly that. Her energy, her artistry, the way she shows up in the world — it just felt like the perfect match,” she added.

Through this bold partnership, Pandora and Tyla invite wearers to tell their stories, express who they are, and wear symbols that truly mean something — proving that jewellery can be both stylish and deeply personal.