Tyger, the sought-after Gen Z chunky ring company based in Wandsworth, is back with a new collection.
Since emerging last year, the company’s emphasis on individual style, unisex appeal and carbon-conscious design has drawn thousands of avid fans as well as big names such as Romeo Beckham.
Now the company and its 21-year-old founder Amelia Heard are back from a brief hiatus with a long-awaited collection.
Heard said: “Inspired by the 90s grunge era we’ve conjured up a never-before-seen mix of high-quality metals and precious stones.
“The ethos is fun, inclusive, chunky and trendy jewellery for all and the aim is to feel individual.
“Everything’s bold, it’s a statement.”
One thing is clear when looking at Heard’s chunky gold and silver rings, or unique necklaces and bracelets: it’s all unisex.
Heard explained: “Gender fluidity is such a big deal.
“You can buy from a men’s jewellery brand and women can wear it but not many brands go for a completely unisex approach.”
Heard unexpectedly founded Tyger when, bored at home in the depths of the coronavirus lockdown, she bought a clay ring making kit.
Fuelled by a desire to make something, and aided by her study of sculpture, the Newcastle University student ended up teaching herself the wax carving technique through YouTube.
One Instagram post and 10 orders later, she started an Instagram account: Tyger by the Tail, to represent doing something challenging, with a twist.
Soon enough thousands of orders had come in, a website was made and the multi-million pound company Urban Outfitters approached to feature Tyger on the website – all within three months.
One influencer, Mia Regan, was instrumental in the early promotion of the jewellery, not just to her followers, but to all of the ‘zoomer’ generation.
Heard said: “To actually have an influencer that loved the product made a real difference to the followers.
“She was so amazing.”
Flouting ‘couple rings’ with Beckham to all her 600k Instagram followers, the brand gained thousands of followers within days and also gained a new image: being cool.
But Heard is quick to show that although Tyger does tick a lot of Gen Z boxes: chunky streetwear design, climate-conscious production and influencer-fuelled marketing, it is an inclusive company, made for all.
She said: “Tyger grew as Gen Z without really meaning to.
“We are trying to make it obvious that this is for everyone whether you’re 13 or 60.”
Overwhelmed by hand-making thousands of orders, Tyger’s much-visited website has been quiet since March as Heard focused on recruiting a team.
Now the company has big plans and goals, aiming for higher stockists like Selfridges and Harvey Nichols whilst keeping the small company feel with regular pop-ups.
The new Depop-famous CEO Celia Marment and Heard have designed a new collection for the brand’s relaunch on 14 November.
Inspired by the 90s grunge era, the collection will merge their usual sterling silver and gold with precious gems.
The new collection will also feature ready-made items for the first time so people can get their hands on Tyger faster this time around.
Keep your eyes on their website for the relaunch.
Featured image credit: Tyger
