martha brook blog post tada and toy
Guest Interviews

Behind the jewels: Victoria and Tansy from Tada & Toy

Published 4 weeks ago. Estimated reading time: 4 minutes.

Apr 20

We’d be lying if we said we weren’t magpies for all things shiny so we were thrilled to have the chance to chat to the founders of London based jewellery brand, Tada & Toy. With a store just down Portobello Road, Victoria and Tansy tell us all about why they love what they do and how they started Tada & Toy.

Introduce yourselves, tell us a little bit about who you are and what you do

We are Victoria and Tansy, the co-founders of jewellery brand Tada & Toy. 

Tada & Toy is a London based demi-fine jewellery studio working hard to create every earring you ever wanted. From playful ear cuffs to statement hoops & tiny stacking studs our brand overflows with affordable, high quality pieces that are perfect for layering.

martha brook blog post tada and toy

Tell us about why you started Tada & Toy?

We started Tada & Toy right out of university and had always been obsessed with jewellery. We wanted to design amazing quality yet accessible priced jewellery for women to buy for themselves without breaking the bank. We have been working on Tada & Toy since 2014, and couldn’t imagine doing anything else. 

What do you love most about what you do?

Victoria: I love working with Tansy and being able to build something together. I get huge amount of satisfaction when a customer comes into the store and finds something that they love and gives them a boost for the day. I also really enjoy working on the creative side of things, from the photoshoots to the new jewellery designs.

Tansy: We are always learning and trying new ideas or concepts without fear.  

What does a typical day look like for you?

We are in our studio everyday during the week which is located at the top end of Portobello Road just off Golborne Road. We both have dogs, so break up the day by popping out to the dog park and going for strolls along the market with our amazing team.

martha brook blog post tada and toy dog

What do you do to switch off?

Victoria: Hanging out with my family and for myself I love to practice yoga and go swimming whenever I have time.

Tansy: Yoga or an excellent tv series! 

What piece of stationery can you not live without and why?

Victoria: My 5 year diary and photo albums… am a massive emotional hoarder! 

Tansy: Highlighter!

Tell us what Martha Brook item is at the top of your wish list right now?

Victoria: I love the gold wire letter rack, as I need to get more desk organisation going as well as the refillable notepad to up my to do list game.

Tansy: the vegan leather refillable notepad. It looks perfect for to do lists!

martha brook blog post tada and toy personalised vegan leather refillable notepad

Where do you both find your design inspiration?

Our inspiration comes from many sources – our travels, our love of animals and nature to our friends and influences directly in front of us. Our team is also a great source of inspiration and come up with lots of amazing ideas. 

What goes into making ethical and sustainable jewellery?

We work with the best workshops in Jaipur who are all certified for sustainable practices and ethical materials. Over the last year we have moved to use all recycled materials across all our designs. 

If you had to choose a favourite from the Tada & Toy range, what would it be and why?

We love the pieces from our first collection and which have become part of our core collection from the beginning. A piece which stands out and has been a constant bestseller is our signature Star Hoops Earrings

martha brook blog post tada and toy bestellers star hoop earrings

Best bit of advice you would give to someone else looking to start their own business

Make sure you want and love your own product /idea, if you don’t believe in it and have blind faith that it will succeed then no one else will. 

Do you have a life mantra or favourite saying that you live by?

Try not to worry about things that you can’t control (much easier said than done) and to be kind.


P.S. Want to win your very own pair of Lazy Girl hoops and a vegan leather stationery bundle worth over £200 for you AND a friend? Enter here!

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