What were you doing at 13?

While most of us were trading friendship bracelets, Tansy Aspinall and Victoria Van Holthe were forming a friendship that would lead them down a different jewellery path: earrings. The pair met at school and remained firm friends throughout university. “We were tall, lanky teenagers, obsessed with fashion and always trying to escape from Kent to London”, they say, and after graduating they decided to take the plunge and launch their fashion forward jewellery business, Tada & Toy, specialising in earrings. From star-encrusted cuffs to flowerbomb hoops and sparkling studs, Tada & Toy has a fun, fine aesthetic that is as unique as the friendship behind it. 

To celebrate the #TheSisterhoodWorksProject ⁠- our global mission to connect 100,000 women up through our digital platform, so we can unite you all, wherever you are, and whatever your passion is - we've interviewed these incredible founders about the brand’s backstory, and what advice they would give to friends thinking of going into business together.

Find out more about The Sisterhood Works Project here. We'll be running an unmissable line-up of free networking events, industry-specific networking opportunities, inspiring interviews, IRL meet-ups and much more. ⁠Join the sisterhood. Share with your friends. Let’s tackle the gender network gap together. 

Tansy Aspinall

Victoria Van Holthe

You’ve been best friends since you were teenagers. Do you recall your first meeting?

We met aged 13 at school and immediately bonded over our shared jewellery obsession!

What were you like as teenagers?

We were tall, lanky teenagers, obsessed with fashion and always trying to escape from Kent to London.

The Tada & Toy flagship store on Portobello Road

How did the idea for Tada & Toy first come about?

We had always dreamt about owning a brand or working in fashion as young girls, but after university decided the timing was right to fill that fashion forward - but accessible - luxury gap that was missing in the jewellery market. We dreamt of being the go-to earring destination for every earring you need! 

Did you have any reservations about working together, or worry that it would impact your friendship?

We were best friends, so we just thought it was the best thing to be able to hang out together every day, especially straight out of uni. You can't really get a better or more fun day job. I think we were lucky to know nothing else, as neither of us had a 'normal' job, so it's always been us and Tada & Toy.

What have been the best things about working with your best friend?

We make each other laugh every day, we know each other inside out, and we get to build something together.

And have there been any surprising or unexpected challenges about working together?

We were naive when we started (which I think is a positive because you just go for it without any fear) and really had no idea around the challenges building a company would throw at us. I think having to talk about money is stressful, especially within a friendship, as well as looking at each other's strengths and weaknesses as this isn't something you do in a normal friendship. But it’s important when working together. It isn't always easy, but we have been lucky to grow together and remain on the same wavelength. For us, the most important thing is to keep talking about everything, so we know where we stand with each other. We are lucky to still want the same thing for the future of Tada & Toy.

What was the first step in establishing Tada & Toy?

We began by designing our first collection and making sure we had good production in place. This took about  two months being physically in India in the workshops, and is still a work in progress. We were really particular when designing the branding. We got a piece of advice from the founder of Olivia von Halle, who said first impressions are everything. So we took time to make sure that everything from the tissue that wrapped the jewellery box, to the earring back on our first pair of studs, were perfect. 

You have travelled to India as part of your research, and your manufacturing is based in India. Tell me about the importance of these trips and the inspiration they provide?

We love our trips to India and are desperately missing them at the moment. It is important for us to be there to work face to face with the workshops, but it also holds a huge amount of inspiration for us. Culturally in India, jewellery is very central and significant, and we are inspired by this obsession when out there as well as the abundance of stones and techniques developed over years of being the jewellery centre of the world.

Do you take on different roles within the business, or do you work very collaboratively?

We work very collaboratively when it comes to all the core decisions but of course, take different roles daily so we can split the work efficiently.

Can you describe a ‘pinch-me moment you’ve had with the business?

We have been lucky to have a few moments which we are proud of, but I think small things when you start are the most special. The first time we were in Vogue or when someone we look up to buys a piece, that's pretty exciting. I think still being here and growing today is something we are both very grateful for! 

Have you made any major mistakes with Tada & Toy, and can you share what you learned from them?

We have of course made many, many mistakes along the way...I think the biggest one I can think of was when we were scammed by a fake packaging company who never produced a box and we paid a big deposit (which we never got back). They have since been sent to prison, as we were just one of many brands they scammed. Our learnings were to do your due diligence - if we had called past clients of the company we would never have worked with them. But you live and you learn!

Tada & Toy founders Tansy and Victoria

Do you have any advice for friends thinking about going into business together?

I think you need an idea or an opportunity, over the want to work with a friend. This is then your base. Make sure you have contrasting skills as well as being similar in fundamental ways. We feel very lucky to work together and it is an amazing thing to be able to do, so if you have an idea then go for it!