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PROFILE

Rosa and Salvador Tous' interview

It was 1965 when husband-and-wife Salvador and Rosa Tous inherited a small jeweller’s that had been running since 1920 in Manresa, Barcelona. Since then, the family business has rocketed. Tous is now an important name in the world of jewellery. Its popular “teddy-bear” symbol, despite affordable prices, is now equated with luxury.

Tous has made innovation one of the cornerstones of its identity, introducing new materials like steel, rubber, silicon and plastic into its products, but mixing these with gold, silver and precious and semi-precious stones. Its up-to-the-minute collections with their voguish approach are a key factor in the brand’s success.

The brand has now branched out into other product categories, including accessories, and in particular bags and leather goods, a business area that accounts for more than 20% of sales. It also sells fragrances. Its most recent launch, Tous H20, was created out of solidarity and is based on eco-friendly principles.

Tous invests heavily in advertising. Its glamorous, feminine campaigns have been created by leading fashion photographers. Celebrities like Jaydy Mitchel and Australian singer Kylie Minogue have lent their image to a brand that is now a global force.

Currently Tous operates in 42 countries and has almost 400 POS. Exports account for nearly 40% of the company’s turnover. Major world cities like Paris, London, New York, Tokyo and Milan are home to Tous standalones. The brand forecasts sales of €1 bn and the opening of 850 POS for 2012.

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