A British jewellery brand has launched its first boutique in London’s Notting Hill.

Tada & Toy, the brainchild of childhood best friends Tansy Aspinall and Victoria van Holthe, is six years old and specialises in earrings.

The earrings are based on playful designs with a timeless Scandinavian style, which the brand says are ideal for layering and wearing in all situations in everyday life.


Of the launch of their new flagship store on Portobello Road, Aspinall and van Holthe said: “After six years in business we wanted to take the leap for a more personal relationship with our customers so that we could meet face to face after this long year of lockdowns, host piercings and bespoke appointments. We want to create a physical space which is in an extension of our website.”

The shop location of Portobello Road was picked for being ‘iconically London’, while the spa-like interior was inspired by Mediterranean curved sea villas and Indian architecture and buildings.