The Signature Collection was the turning point.
Launched in 2009 as a way to bring together Tim's background in music and his craft as a jewelry designer, the Signature Collection was Pennyroyal's first foray into collaborative brand partnerships — working directly with artists to create objects their fans could own and connect with. It was the model that would eventually define the studio.

The process was deliberately personal. Each collaborating artist hand-drew their own design, which Pennyroyal then translated into a sterling silver pendant, produced by hand. The artist chose the cause. Pennyroyal handled the rest.

Across the life of the collection, over $400,000 was raised for organizations including MusiCares, DonorsChoose.org, the Trevor Project, Camp Southernground, and others. Every piece sold represented both a connection between an artist and their audience, and a contribution to something larger.

The Signature Collection proved something that has guided Pennyroyal ever since: that well-designed objects, built around a real story and offered directly to a passionate audience, are more than merchandise. They mean something.