Tada & Toy is a fresh new luxury jewelry brand for sun worshippers worldwide. Best for basics with an androgynous edge, the brand makes delicate, high quality jewelry accessible to all. The designers Tansy Aspinall and Victoria Van Holthe were at school together from the age of 13 and always day-dreamed about collaborating on a jewelry brand. After studying different subjects at university, they came back together and started plotting what would become Tada & Toy. Their third partner, Shubhi Kumar has made jewelry in India for many years so was critical in making the dream a reality.

Victoria worked as a model for 5 years, both editorial and runway… some of which include American Glamour, Tank, Dazed and Confused, Topshop, John Rocha, Ghost and Vivian Westwood. She then went on to study Fine Art at City & Guilds of London Art School. Tansy studied Politics at the University of Bristol and worked at an events company after graduation. She has worked and interned for publications such as Vanity Fair, The Telegraph and Marie Claire whilst also doing freelance styling in her spare time. 

Have you always been interested in fashion?

Always! We both have huge back catalogues of Vogue in our childhood bedrooms.

What have been the highest and lowest points on your journey so far?

The highest point has to be our first feature in British Vogue, which was incredibly exciting and surreal.

The lowest is probably the initial struggle to get the product and brand to a launching position which took a long time. We had a vision of Tada & Toy and had to trust that there would be people who would also love it.

What was the inspiration behind your latest collection?

Our first collection is clean and delicate with a Scandinavian edge. Designed to be worn everyday, layered and personalised to your own style. The entire brand is loosely inspired by nature and it’s organic forms. The Sugar Glider collection expands on our obsession with all things glittery, inspired by the night sky, we use a combination of high polished metals, tiny sparkly crystals and delicate stars which are all designed to catch the light when you move.

Do you ever struggle to stay inspired?

Never, we draw inspiration from all aspects of our life, friends and family, nature, travel, art, fashion… inspiration can be found in the most unusual places. 

Where is your go-to meeting spot?

La Bottega, an Italian deli with very strong coffee.

How would you describe your customer base?

Our customers are looking for something elegant and new, they want to wear their jewelry everyday and be able to style it and make it their own.

Is there anyone you would love to see wearing your designs?

We love to see everyone wearing our designs, but in terms of celebrities, we would love to see sisters Dree Hemmingway & Langley Fox dripping in Tada & Toy.

What are the morals you run your brand by?

We have learnt to never take ‘no’ for an answer & always push ourselves to try and realise our vision.

Do you have a mentor?

Both of our father’s give invaluable business advice.

What apps keep you sane?

City Mapper for navigating London and This American Life podcasts for making the journey’s more interesting.

If you could only wear one piece from your collection, what would it be and why?

The Star Cuff is our go-to staple for giving an edge to any outfit.

What’s the biggest style mistake you’ve ever made?

We both succumbed to the 90’s flares trend, where the flares were wide enough to sweep the floors.

Is there another designer whose work you particularly admire?

In womenswear, the timeless elegance of brands such as Chloe and Margaret Howell are a constant inspiration. In terms of individual designers, Christopher Bailey’s transformation of Burberrry and on-going ambition is particularly inspirational. Maiyet is also an amazing brand that inspires us in the way that they have managed to retain a high fashion face whilst celebrating rare artisanal skills from unexpected places. 

In jewelry design, Jaquie Aiche’s high-end hippie designs are a constant inspiration of how to match quality and a relaxed everyday elegance. Delfina Deltrez is also creating really innovative interesting pieces at the moment.

What’s the best piece of advice you’ve ever been given?

We were told early on not to rush and make sure the brand is fully ready before presenting it, this advice has stood us in good stead.   First impressions are everything!

What drew you to Wolf & Badger?

The eclectic mix of new designers and the beautifully curated shop space.

Where do you see the brand in 5 years?

We are hoping that in 5 years time Tada & Toy will be stocked in the world’s best boutiques and department stores, we will have launched a fine jewelry range and have collaborated with fashion brands. We would also like to expand the charitable side of Tada & Toy and sponsor our own oceanic conservation project.