The founders, boutique, and jewelry of Tada & Toy © Tada & Toy

Meet Victoria and Tansy, the creative minds behind Tada & Toy, a demi-fine jewelry brand based in London. Friends since childhood, they embarked on this venture nearly 10 years ago, driven by a shared vision of filling a gap in the market with accessible, modern, and effortlessly chic designs. Don't miss this interview where Victoria and Tansy share their artistic inspirations, favorite jewelry pieces, and much more!

1. Hi Victoria and Tansy! Thank you for speaking with us today. Could you start by introducing yourselves and Tada & Toy to our audience? How did your jewellery business begin?

Tada & Toy is a demi-fine jewellery brand based in London. For nearly 10 years Tada & Toy have been blending fun playful designs with timeless Scandinavian style, creating high quality pieces that are perfect for layering. As childhood friends, we decided to launch the business after identifying a gap in the market back in 2013 - as designers we strive to create jewellery that is accessible, modern and always effortlessly chic.

2. Where do you search for inspiration for your jewellery designs?

Tada & Toy jewellery seeks to celebrate and embrace individuality so customers can create their own look. Each design has a playful Tada & Toy twist offering an edge whilst retaining an approachable friendly feel that fits into your everyday life. 

Design inspiration and jewelry by Tada & Toy © Tada & Toy

3. How do you balance the creative expression of jewellery design with the demands of running a business?

We are lucky to have each other which has meant that we are able to manage the brand as well as having the time and space to think creatively. 

4. Over its 10 years of operation, how has Tada & Toy evolved? What has changed or remained constant between your business approach or design style?  

We try our best to listen to our Tada & Toy women and hear what they want. Our core message has remained the same but we have built out each category depending on current trends with a strong focus on earrings which remain our best sellers. We always listen to our instinct and refer back to why we started the brand in the first place when designing new collections.

Design inspiration and jewelry by Tada & Toy © Tada & Toy

5. What is an art movement that you're particularly influenced by?

We take influences from many different art movements. Most recently, we've been looking at the art deco movement and architecture for 2024 designs. This year, colour and movement have been our focus, looking at everything from abstract expressionism to fauvism.  

6. What is your favorite piece of jewellery you have ever created?

The Star Cuff. Our signature star motif has really been our backbone. We were one of the first brands to create an ear cuff at the time and this innovative but simple design sums up what we strive to create with every design. Everyday elegance with a twist.

7. What advice would you give to aspiring entrepreneurs?

Have a really strong idea before you choose to be an entrepreneur and enjoy the ride (the highs and lows)!

Portrait of Tansy and Victoria © Tada & Toy