Founded in 2014 by childhood friends Tansy Aspinall and Victoria Van Holthe, Tada & Toy reimagines demi-fine jewellery through a distinctive fusion of Scandinavian minimalism and Indian craftsmanship. The London-based brand combines clean Nordic aesthetics with traditional Jaipur artisanship, creating versatile pieces crafted from recycled metals and ethically-sourced materials. With endorsements from Emma Watson and features in Vogue, this sustainability-focused brand, which donates 5% of profits to wildlife conservation, exemplifies how societal synergy can transform contemporary jewellery design.

Main Highlights

• Tada & Toy blends Nordic simplicity with Indian craftsmanship through their jewellery designs created in Jaipur's family-run workshops.
• The brand's aesthetic combines minimalist Scandinavian design principles with subtle Indian-inspired embellishments in their demi-fine pieces.
• Traditional Indian artisanal techniques are used to create clean, Nordic-influenced forms featuring sterling silver and recycled metals.
• Founded by Tansy Aspinall and Victoria Van Holthe, the brand merges their appreciation for Scandinavian minimalism and Jaipur's heritage.
• The collections feature neutral colour palettes characteristic of Nordic design while incorporating the precision of Indian jewellery-making traditions.

The Birth of a Cross-Cultural Jewellery Vision

When childhood friends Tansy Aspinall and Victoria Van Holthe established Tada & Toy, their vision transcended conventional jewellery design by merging Scandinavian minimalism with the opulent artisanal heritage of India's jewellery capital, Jaipur.

Drawing societal inspiration from their extensive travels and deep appreciation for nature, the founders developed a distinctive aesthetic that champions accessibility without compromising craftsmanship. Their approach reflects the need to move beyond set dressing to create meaningful cultural fusion. A commitment to conservation drives their mission, with 5% of profits supporting the Aspinall Foundation's work to protect endangered species.

In the brand's jewellery evolution, the fusion of Eastern and Western sensibilities manifests through collaborations with certified workshops in Jaipur, where skilled artisans transform London-sketched designs into wearable art using recycled materials and 18K gold-vermeil finishes. Following industry trends, they prioritise recycled metals in their collections to minimise environmental impact. The brand's studio on Portobello Road serves as their creative hub where innovative designs come to life.

This cross-societal exchange has garnered attention from international figures, including Emma Watson and Georgia May Jagger, while maintaining the brand's commitment to ethical production and environmental responsibility.

Crafting Minimalist Magic: Design Philosophy and Process

Through their groundbreaking design process, Tada & Toy's founders seamlessly incorporate Scandinavian minimalist aesthetics with playful elements, creating pieces that celebrate clean lines and geometric precision while maintaining an approachable elegance.

Working in close collaboration with Indian artisans, who bring generations of metalworking expertise to each creation, the brand transforms simple concepts into sophisticated jewellery that speaks to both traditional craftsmanship and modern sensibilities. Their neutral colour palette reflects the calming serenity characteristic of Nordic design. They carefully select quality tools and materials for precision in their detailed gemstone settings. The brand's childhood friends founders have maintained their shared aesthetic vision since identifying their dream of starting a jewellery brand early on.

These demi-fine pieces, crafted primarily from precious metals and precious stones, emerge from a careful balance of minimalist restraint and subtle embellishment, allowing the inherent beauty of carefully selected materials to take centre stage.

Design Vision Meets Reality

At the intersection of vision and execution, Tada & Toy's design philosophy crystallises into a masterful fusion of Scandinavian minimalism and Indian craftsmanship, where clean lines and understated elegance meet careful attention to detail.

Through societal fusion and design inspiration drawn from both traditions, the brand creates pieces that transcend geographical boundaries whilst maintaining authenticity. The brand emphasises high-quality materials to ensure each piece endures through generations of wear. The brand's commitment to soft neutrals creates a calming aesthetic that resonates across cultures. The design approach mirrors the evolution of personal growth seen in home decor choices that reflect changing tastes over time. Drawing from Sknvirke principles, the brand prioritises democratic design ideals that make beauty accessible to all.

The brand's design vision manifests through:

• Timeless demi-fine pieces that embrace hygge principles
• Nature-inspired elements rendered in clean, minimalist forms
• Family-run workshops guaranteeing precise craftsmanship
• Sustainable practices supporting wildlife conservation
• Versatile designs perfect for contemporary layering

This thoughtful approach to jewellery design reflects a deeper comprehension of modern luxury, where simplicity meets sophistication in perfect harmony.

Artisans Shape Modern Elegance

Deep within India's family-run workshops, skilled artisans breathe life into Tada & Toy's distinctive design philosophy, carefully crafting each piece to embody the perfect combination of Scandinavian minimalism and traditional Indian artistry. Through artisan techniques passed down through generations, these craftspeople seamlessly merge societal elements whilst maintaining the brand's commitment to quality and innovation.

The workshops, carefully selected through Shubhi Kumar's extensive network, showcase the marriage of time-honoured craftsmanship with contemporary design sensibilities, creating pieces that resonate with the brand's sophisticated yet accessible ethos.

From London Streets to Global Fashion: The Brand Journey

When childhood friends Tansy Aspinall and Victoria van Holthe transformed their shared passion for jewellery into a business venture in 2014, they unknowingly initiated what would become one of London's most compelling fashion success stories. Their fashion-obsessed teenage years in Kent laid the foundation for their future partnership.

Through careful brand identity development and groundbreaking consumer engagement strategies, Tada & Toy quickly established itself as a formidable presence in the global fashion sphere. Their success mirrors how digital technologies transformed the traditional fashion industry landscape. The brand's emphasis on personalised designs reflects the growing consumer demand for unique, meaningful pieces.

Their expedition from London's lively streets to international recognition is marked by:

• Extensive months perfecting production techniques in Indian workshops
• Strategic positioning in the demi-fine jewellery market gap
• Features in prestigious publications like Vogue and Harpers Bazaar
• Endorsements from influential figures including Emma Watson
• Establishment of their flagship store on legendary Portobello Road

The brand's ascent represents a masterclass in balancing accessible luxury with sustainable practices, all the while maintaining unwavering dedication to craftsmanship and design advancement.

Signature Collections: Where East Meets North

Contrary to its brand positioning, Tada & Toy's signature collections reveal a distinctly minimalist aesthetic that draws primarily from Scandinavian design principles rather than Indian influences.

Through the brand's careful emphasis on sustainability and ethical production methods, their pieces showcase clean lines and understated elegance characteristic of Nordic craftsmanship, eschewing the ornate details traditionally associated with Indian jewellery design. The brand's core aesthetic emphasises relaxed, easy-to-wear styles that reinforce their modern Scandinavian-inspired approach.

Although the marketing narrative suggests a societal fusion, the actual collections maintain a consistently minimalist approach that aligns more closely with European sensibilities, featuring recycled materials and simplified forms that speak to contemporary, global tastes.

Artisan-Crafted Minimalist Designs

The artisanal mastery of Tada & Toy's minimalist designs emerges through their thoughtfully curated collections, where high-quality materials meet precise craftsmanship in certified Jaipur workshops.

Through artisan techniques and minimalist aesthetics, co-founders Victoria and Tansy transform their diverse inspirations into accessible, sophisticated pieces that resonate with modern sensibilities. Similar to Freshie & Zero, their journey began with a passionate devotion to creating beautiful handmade jewellery that connects with customers. Their signature necklaces feature sterling silver pendants that exemplify elegant simplicity. Like the handcrafted stitching found in premium leather goods, each piece showcases meticulous attention to detail.

• Delicate ear cuffs that gracefully wrap around the ear's contours
• Stackable studs crafted with recycled precious metals
• Statement hoops featuring clean lines and subtle geometric patterns
• Nature-inspired pieces that capture organic forms
• Layerable necklaces designed for versatile styling

Their commitment to accessibility guarantees that each carefully crafted piece remains attainable without compromising quality, offering freedom of expression through jewellery that seamlessly shifts from everyday wear to special occasions.

Nordic-Inspired Indian Craftsmanship

Merging the serene aesthetics of Nordic design with India's opulent artisanal heritage, Tada & Toy's signature collections embody a groundbreaking fusion that transforms contemporary jewellery aesthetics.

Through their masterful integration of Nordic textiles and Indian motifs, each piece reflects a harmonious balance between Scandinavian minimalism and traditional Indian craftsmanship, as it emphasises sustainable production methods and ethical practices. The design approach incorporates classic whites and greys as foundational elements.

Drawing inspiration from both societies' abundant design traditions, the collections feature clean lines and geometric patterns characteristic of Nordic aesthetics, skilfully woven together with intricate Indian detailing. The company's commitment to using natural vegetable dyes ensures their products maintain authenticity while minimising environmental impact.

This creative approach celebrates intercultural exchange through the use of responsibly sourced materials and time-honoured techniques, resulting in pieces that are both environmentally conscious and socially significant, appealing to those who pursue distinctive, meaningful adornments that transcend conventional design boundaries.

Ethical Production and Social Responsibility

Commitment to ethical practices forms the cornerstone of Tada & Toy's production philosophy, with the brand's dedication to responsible manufacturing extending far beyond mere compliance.

Through rigorous adherence to Responsible Jewellery Council standards and ethical sourcing protocols, the brand maintains impeccable labour practices while contributing to environmental sustainability through their 100% recycled metals initiative. Regular visits to artisan workshops in India ensure direct oversight of production quality and working conditions. The company's focus on data-driven analysis helps identify and address potential supply chain risks before they become issues.

The brand's thorough approach to social responsibility manifests through:

• Regular workshop audits guaranteeing fair wages and safe conditions
• Partnerships with RJC-certified suppliers
• Implementation of gender equality policies
• 5% profit allocation to wildlife conservation
• Sustainable packaging initiatives

Following strict ICTI Ethical Toy Program guidelines ensures comprehensive auditing of their business ethics, employment practices, and anti-discrimination measures.

This diverse commitment to ethical production resonates through every aspect of their operations, from carefully selected workshop partnerships to their creative recycling programmes, establishing Tada & Toy as a beacon of responsible jewellery manufacturing.

Celebrity Following and Press Recognition

Building upon their ethical foundation, Tada & Toy's meteoric rise in the fashion world has garnered significant attention from both celebrity circles and prestigious media outlets.

The brand's distinctive aesthetic has attracted an impressive roster of celebrity endorsements, including style icons Emma Watson, Maya Jama, and Maisie Williams, during fashion collaborations with influencers like Lizzy Hadfield that have solidified their position in the industry. Drawing from their deep understanding of cultural fusion, much like artist Aleksandra Mir's multiculturalism, their designs resonate with a global audience.

Regularly featured in leading publications such as Vogue, Grazia, and Harper's Bazaar, the brand has established itself as a favourite among London's fashion elite, with Poppy Delevingne and Georgia May Jagger frequently spotted wearing their pieces.

A notable partnership with luxury beauty brand Chantecaille, featuring animal-inspired allure bracelets supporting African conservation efforts, further demonstrates their ability to fuse celebrity appeal with meaningful initiatives.

The Art of Layering: Crafting Personal Style Narratives

The artful mastery of layering lies at the core of Tada & Toy's distinctive aesthetic philosophy, where thoughtfully curated combinations of garments create deeply personal style narratives. The brand embraces moisture-wicking fabrics in its base layers for ultimate comfort and breathability.

Through groundbreaking layering techniques that merge Scandinavian minimalism with Indian opulence, the brand encourages authentic personal expression through intentionally selected pieces that tell unique stories. The careful selection of harmonious colour palettes ensures each layered ensemble maintains visual cohesion and sophistication. The brand's focus on durable materials reflects a commitment to longevity and sustainable fashion choices.

• Whisper-thin silk scarves draped over structured blazers
• Delicate chain necklaces cascading beneath statement pendants
• Ethereal chiffon overlays atop perfectly fitted base layers
• Textured metallic accents woven through monochromatic ensembles
• Intricate beadwork complementing clean Scandinavian lines

This sophisticated approach to layering transforms simple garments into complex style statements, allowing wearers to craft their individual aesthetic while maintaining the perfect balance between understated elegance and bold self-expression.