mediterranean design

Tous, Jewels Of Joy

Montserrat Barba

The Spanish firm introduces a Spring collection that enhances the natural colors of precious stones. Tous revolutionized prêt à porter for Spanish jewelry in 1985, and today the label is present in 45 countries with 26 stores in the US.


The Tous bear, an emblem of the iconic jewelry firm was released almost 30 years ago. Its round shape inspires love and tenderness and continues to inform the Spanish firm’s new collections.

Rosa Oriol & Salvador Tous.

“In one of my trips, I saw a teddy bear in a shop window, which brought back endearing memories of childhood. Why not make it in gold? It has become a good-luck charm for millions of people around the world and marked the beginning of our international expansion. I am very fond of it,” says Rosa Oriol, the Catalan jeweler who started the Tous Empire alongside her husband, Salvador Tous, in a small watch workshop in Barcelona. Yanes, another exceptional family-owned jewelry label from Spain.

Milosos. 18Kt yellow gold and 0.03ct diamond bangle.

With 417 points of sale in 45 countries – among them 26 stores in the United States, four of which are in Miami– Tous has stayed true to the idea of artisan jewelry since the business was established in 1920 by Salvador‘s father. After inheriting the family label, in 1965, the key to the couple’s success has been reinterpreting and redefining the concept of luxury for younger audiences, both in age and style. In addition, the brand offers accessories and fragrances that translate into a philosophy of life for its loyal clients. “Happiness is the leitmotiv of everything we do and our latest campaign Happiness by TOUS is the best example, as it reflects the values of the firm: fresh, fun and young in spirit”, explains Rosa Oriol.

Almodovar girl” Blanca Suárez, one of the most recognizable faces of the moment, has replaced other celebrities – such as Kylie Minogue, Jennifer López or Cayetana Martínez de Irujo – as the image of the brand’s ad campaign for this spring, which consist of innovative designs and simple lines that enhance the natural color of the gemstones.

Lord Bear. Vermeil sterling silver and 0.17ct diamond pendant with chain.

Suárez is one of the most talented actresses on the current scene, [specially after her performances in Pedro Almodovar’s latest films, The Skin I Live In (2011) and I’m So Excited (2013)], and shows a sweet, fun personality in a magical environment that reflects our spirit to perfection”, says the Catalan jeweler. With its famous little bear, Tous revolutionized the prêt-à-porter of Spanish jewelry in 1985, and in 2004, the label opened its first stores in New York and Paris. Previously, in the 1970’s, Oriol forged her career by modernizing her clients’ jewels and adapting their heirlooms to the new trends in jewelry and fashion.

New Garabato. 18Kt yellow gold and gemstone ring.

In 2014, in the middle of the brand’s greatest expansion, she is devoted to a “very personal” project: unique jewelry design. “I spend my days in the workshop working to highlight, even more, the natural beauty of every gem I touch. I love it. We could say that I’m back to my roots”, concludes Oriol with great enthusiasm.

© | 2019