Jewellery brand Calleija has quietly promoted its long-running collaboration with Zara Tindall, as their joint collection enters its 11th year.
The company highlighted the "Zara Tindall Collection" on social media as part of a push to drive customers to its online catalogue, presenting the pieces as a blend of classic design and modern wearability.
Writing on Instagram, the jeweller said: "Zara Tindall Collection by Calleija. Where timeless design meets modern sophistication — the Zara Tindall Collection by Calleija.
"Discover Zara Tindall by Calleija by visiting the link in our Bio."
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While the latest post may look like a new launch to casual followers, the collection has been in place for more than a decade.
It was originally unveiled in London in June 2015 under its earlier branding, The Zara Phillips Collection by Calleija, after Princess Anne's daughter and designer John Calleija worked together on the range.
Calleija’s own account of the partnership says the collaboration began after a chance meeting in 2013, with Zara’s practical approach helping shape a line designed to be wearable rather than purely statement jewellery.
The collection has typically been presented in two main design families. One is the Saddle Suite, which takes subtle cues from equestrian tack in a nod to Zara’s sporting life.
Zara Tindall quietly promotes jewellery collection as brand reaches its 11th year
|INSTAGRAM: CALLEIJA JEWELS
The other is the Coronet Suite, which plays on a crown-like motif and positions itself as a more polished, dressy look within the same collaboration.
Although the collaboration is long established, Calleija has continued to refresh interest in it by highlighting pieces Zara has worn publicly.
In 2025, for example, the brand ran promotional material around new earrings from the Zara Tindall Collection, referencing Zara wearing the designs during day three of the Cheltenham Festival.
The jeweller’s website lists the Zara Tindall Collection as spanning rings, earrings, bracelets and pendants across different metals and diamond settings, including designs linked to the Coronet and Saddle suites.
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Calleija was founded by Australian jeweller John Calleija.
It positioned itself in the luxury market and has a long association with rare coloured diamonds.
These include Australian Argyle stones, which have featured in some of its designs and marketing.
For royal watchers, the renewed push is notable.
Zara Tindall is not a working member of the Royal Family | GETTY
Zara is not a working royal and does not undertake official engagements on behalf of the King, but she remains one of the family’s most visible figures at major public moments.
Her fashion and accessories routinely attract attention, particularly at racing fixtures and high-profile sporting events, making a long-running commercial collaboration like this one easy to overlook until a brand decides to spotlight it again.
Calleija’s latest promotion suggests the company is continuing to treat Zara’s line as a core part of its offering rather than a one-off celebrity tie-in, even as the original 2015 launch recedes further into the past.