Britney Spears is gearing up for a new chapter in her career — this time, away from the music industry. The 44-year-old pop star has launched her own jewelry brand, BTiny, which she has reportedly been developing in secret for the past two years. The unexpected business venture comes just months after the singer's high-profile arrest on suspicion of driving under the influence of alcohol or drugs.
The official website for the new brand went live on Friday, November 13. The jewelry is not yet available for purchase, but fans can sign up with their email addresses to be among the first to hear when sales begin. The project's homepage features a cryptic message from Britney: “Okay, so I've been hiding something. Something little… or maybe actually TINY.” Beside it is the tagline: “23 years in the making.”
Back in November 2024, Spears told her fans that she was planning to create her own jewelry collection. At the time, she shared a photograph of white and yellow gold pieces featuring diamonds and turquoise, promising to introduce “delicate, completely different and unique” designs. In May 2025, the singer's team filed an application to register the B Tiny trademark with the US Patent and Trademark Office.
According to sources close to the project, launching a jewelry brand has been a long-held dream for Britney — one she and her fans have been anticipating for more than two decades. The singer has reportedly spent the past year actively preparing for the launch and recently even traveled to New York for business meetings related to the new venture.
Follow NEWS.am STYLE on Facebook, Twitter and Instagram
14:16, November 14
Britney Spears Is Ready for a Fresh Start: The Singer Has Been Preparing a Surprise More Than 20 Years in the Making13:37, November 14
“I Want to Try Every Armenian Dish”: Celebrity Chef Andre Rush Arrives in Armenia12:23, November 14
The “Naked” Truth in Paradise: Kendall Jenner Ditches Her Clothes in New Tequila Ad, Only to Surprise Fans with an Unexpected Twist11:53, November 14

11:21, November 14
Australia’s Prime Minister Caught on a Hot Mic: His Joke About His Manhood Heard Around the World10:30, November 14
Kim Only Skimps on Advent Calendars: The Lavish Gifts Kardashian Gives Her ‘All’s Fair’ Co-Stars22:21, November 13
Royal Secrets and $430,000 Pearls: The Story of a Necklace That Concealed a Family Mystery21:30, November 13
$165,000 Skull-Shaped Watch with Spinning Flowers: Takashi Murakami Makes His Haute Horlogerie Debut20:16, November 13
Billionaires Are Trying to Cheat Death: $15,000 Injections, Private Doctors and AI Systems That Manage Their Health16:34, November 13
$2 Million Per Episode: Hollywood's Biggest Stars, from Sylvester Stallone to Zendaya, Reveal Their Eye-Watering TV Salaries15:40, November 13
From the Red Carpet to an Exclusive Chanel Dinner: Robert De Niro and His Younger Partner Enjoy New York's Glamorous Nights15:20, November 13
“I Don't Have to Change My Beliefs”: Arnold Schwarzenegger Explains Why He Is Still a Republican