A history of values

TOUS’s values—passion, creativity, commitment, teamwork and global presence—have been the cornerstone of the brand's growth and success and are currently shared by a team of 4,000-plus professionals across the planet who work to make TOUS one of the most admired and well-loved brands in the world. TOUS has represented these values through the company’s most distinguishing icons, crafted in silver.

A history of passion for the customer

Passion for the customer has always been the driving force behind TOUS's tireless pursuit of innovation. When Salvador Tous Blavi and his wife Teresa Ponsa Mas decided to expand their watch retail and repair business on Carrer del Born in Manresa (1951), they focused their efforts on ensuring that the new premises would reflect the quality their customers deserved. The discovery of the original designs for the shop is evidence of that effort.

Passion for the customer goes beyond merely selling an excellent product and having outstanding facilities, successes that Rosa Oriol was well aware other brands could, and did, have. And so, in little over a decade (1970-1980), she transformed a shop designed in the style of the time into an innovative, unique and distinctive business, as Pilar Vilella—one of the shop's first employees—relates when she says that Rosa listened to her customers, gave them advice and proposed ways to customize their jewelry in the workshop’s back room.

Rosa broke the mold by creating a new language with a progressive vision that prioritized women and their tastes and needs for the first time.

In the same vein, Rosa Oriol relates how the company, fueled by passion for the customer, embarked on a new challenge in 1989: opening a store in the Pedralbes Centre mall in Barcelona.

Pilar Vilella, TOUS jeweler, and Rosa Oriol. 2017. Joyería TOUS, S.A. fonds
TOUS Jewelry Facade. 1948. Joyería TOUS, S.A. fonds
Customer repair ticket. 1996. Joyería TOUS, S.A. fonds

TOUS's dedication permeated throughout the company’s business lines and the first timid promotions in the 1990s soon gave way to the ground-breaking innovation that is “Tu Día TOUS (Your TOUS Day)”. This exclusive day for discounts, the first of its kind in the jewelry business, launched to great success in Spain in 2013 and jumped to the international market a year later. The year 2013 certainly marked the brand's disruptive period. It was then that TOUS broke out with its new concept store, which featured a design that allowed 70% of the product to be displayed instead of the industry tradition of 15%.

The passion for exceeding customer expectations, for personalized customer service and for reflecting shared values, evolves daily without losing the essence of that first shop in Manresa, an essence that can be particularly felt in the TOUS flagship store on Passeig de Gracia 99.

Rosa Oriol. 2017. Joyería TOUS, S.A. fonds