OUR ORIGINS
1920
Beginnings
Salvador Tous Blavi was by now a young apprentice watchmaker in Montblanc (Tarragona, Spain).
The origins of TOUS go back to the Tous Blavi family. C.1920. Joyería TOUS, S.A. fonds
OUR ORIGINS
1930
Manresa
When he was 21, Salvador Tous Blavi and his family settled in Manresa, where Salvador found work as a watchmaker.
Born Street, Manresa. C. 1930.
OUR ORIGINS
1953
Salvador Tous Ponsa
Salvador Tous Ponsa, son of Salvador Tous Blavi, starts working at the family business at the age of 12, following in his father's footsteps as a watchmaker's apprentice.
Salvador Tous Ponsa, 1953. Joyería TOUS, S.A. fonds
OUR ORIGINS
1965
Salvador Tous and Rosa Oriol
Salvador Tous Ponsa and Rosa Oriol Porta get married. They were neighbors: Rosa Oriol's family ran the shoe store across the street from the Tous family’s shop.
Salvador Tous Ponsa and Rosa Oriol Porta wedding day, 1965. Joyería TOUS, S.A. fonds.
OUR ORIGINS
1970
Fine jewelry workshop
Rosa Oriol installs a small jewelry workshop in the back room of the shop, where she customizes jewelry for her customers.
Close-up of the hands of a TOUS jeweler, 2017. Joyería TOUS, S.A. fonds
OUR ORIGINS
1985
An icon, the bear, is born.
The well-known pendant in the shape of a bear was designed in 1985 by Rosa Oriol, who drew inspiration from a teddy bear and from the sweet childhood memories it evokes. The creator's aim was to transform this idea into an affordable, versatile piece of jewelry able to arouse tenderness in all those who wear it.
18kt gold bear pendant, 1985. Joyería TOUS, S.A. fonds
GROWTH AND INTERNATIONAL EXPANSION
1989
First store in Barcelona
TOUS grows and opens a store in Boulevard Rosa in the Catalan capital, which later became the Pedralbes Center.
Bulevard Rosa store in Barcelona, 2006. Joyería TOUS, S.A. fonds.
GROWTH AND INTERNATIONAL EXPANSION
1992
A third generation joins the business
The four daughters of the Tous-Oriol family joined the family business over the course of the 1990s.
Rosa Tous, Alba Tous, Laura Tous and Marta Tous, 1994. Joyería TOUS, S.A. fonds.
GROWTH AND INTERNATIONAL EXPANSION
1994
TOUS packaging
TOUS develops a brand image in turquoise green and coral, which will continue to be the corporate colors until 2006. The new packaging and a commitment to consistently update the company is a sign of TOUS’s passion for the customer that has always been part of the company's DNA
TOUS packaging, 1994. Joyería TOUS, S.A. fonds.
GROWTH AND INTERNATIONAL EXPANSION
1996
First international expansion
Tous begins to open stores in Europe (Germany and Andorra), Japan and the United States.
Naho Uchida, Alba Tous and Laura Tous at the TOUS store in Japan, 1997. Joyería TOUS, S.A. fonds.
GROWTH AND INTERNATIONAL EXPANSION
1997
Eugenia Martínez de Irujo
In line with its desire to connect with the tastes and sensibilities of its customers, TOUS incorporates ambassadors into its brand strategy to communicate its values and vision around the world. Eugenia Martínez de Irujo, Duchess of Montoro, became the first TOUS ambassador trusted to represent the values of the jewelry house in Spain. Later, in 2004, Eugenia began to collaborate with TOUS by designing an annual collection.
Rosa Oriol, Eugenia Martínez de Irujo and Salvador Tous, 1997. Joyería TOUS, S.A. fonds.
GROWTH AND INTERNATIONAL EXPANSION
1999
New headquarters
With the growth of the company, TOUS moved its headquarters to a larger building with greater capacity to accommodate the business’s steady expansion.
TOUS headquarters, 1999. Joyería TOUS, S.A. fonds.
GROWTH AND INTERNATIONAL EXPANSION
2000
Business diversification
The late 1990s and early 2000s are a time of growth for TOUS in every sense. Although fine jewelry remains the brand's core business over the years, success and expansion led TOUS to diversify its products. Handbags, fragrances, watches, glasses, baby and other accessories were thus created to round out a portfolio of made-to-measure products designed for the brand’s customers.
Kaos Shok bag, 2017. Joyería TOUS, S.A. fonds.
GENERATIONAL CHANGE
2005
International growth
TOUS opens its first store in Mexico in 2001, followed by a store in Puerto Rico in 2003 and in Athens, New York and Paris in 2005.
TOUS store in Al-Khobar, Saudi Arabia. Joyería TOUS, S.A. fonds.
GENERATIONAL CHANGE
2006
Zip Packaging
The company begins to use silver, red, gold and black packaging with a suggestive zipper to close it. The finishing touches that TOUS puts on its packaging are once again fresh and original.
Silver zip packaging, 2006.
GENERATIONAL CHANGE
2007
New headquarters
Following the company’s continued growth, TOUS decides to move its headquarters to a former 19th-century textile factory in Manresa. The building’s main structure is supplemented with a new annexed building called “El Cub”. The renovation took place from 2005 to 2007 and was done under sustainable green building standards.
TOUS headquarters, 2007. Joyería TOUS, S.A. fonds.
GENERATIONAL CHANGE
2008
Alba Tous, Chairwoman
A new generation takes over at TOUS and Alba takes over as President, a position then held by Salvador Tous.
Alba Tous, 2008. Joyería TOUS, S.A. fonds.
GENERATIONAL CHANGE
2009
Marta Tous, R&D Director
The new generation continues to take over as Marta becomes R&D Director and Rosa Oriol begins to design exclusive jewelry.
Marta Tous, 2017. Joyería TOUS, S.A. fonds.
GENERATIONAL CHANGE
2010
Incorporation of manufacturing workshops
Joyería TOUS, S.A. takes over the fine jewelry and handbag workshop and moves the headquarters of TOUS&TOUS accessories from Caldes de Montbui to Manresa.
Close-up of bag craftsmanship, 2017. Joyería TOUS, S.A. fonds.
GENERATIONAL CHANGE
2013
New store model
TOUS designs stores to enhance the customer experience, keeping most stock on display thanks to a system of drawers that customers can open themselves.
View of a store, 2016. Joyería TOUS, S.A. fonds.
BUILDING FOR THE FUTURE
2014
TOUS Workshops
Following the growth of the company, TOUS invests in new 3,700 m² facilities for its jewelry manufacturing in Sabadell. Here, pieces are crafted by combining age-old jewelry-making techniques with cutting-edge technology. A total of 30% of TOUS’s pieces are made at the workshop along with all collection prototypes to ensure quality standards; 52% of the European Economic Community’s jewelry production is done here.
TOUS workshops, 2018. Joyería TOUS, S.A. fonds.
BUILDING FOR THE FUTURE
2014
Rosa Oriol Atelier TOUS
Rosa Oriol Atelier TOUS is born, the most exclusive TOUS collection. Rosa Oriol continues in her efforts to create jewelry that expresses feelings. As a creator, she finds inspiration through what she sees on the street, through people, travel and by observing the gemstones in her creations. However, as Pablo Picasso said, true inspiration comes from the work you produce. Over the years, the Rosa Oriol Atelier TOUS collection has evolved by incorporating technology and adapting to new trends, responding to the needs and preferences of women of each era.
Image by Nico Bustos. 2015
BUILDING FOR THE FUTURE
2015
Partners Group
The company's growth accelerated even further in 2015 when Partners Group, one of the leading international investment funds, bought a 25% stake in the company. The agreement pursues the TOUS objective, as a leading global brand, to promote an ambitious strategic growth and expansion plan through collaboration with a global partner that provides expertise in international business management and development.
Agreement with Partners Group, 2015. Joyería TOUS, S.A. fonds.
BUILDING FOR THE FUTURE
2016
Business Leader of the Year Award
Rosa Oriol and Salvador Tous, as co-founders of the leading brand of fine jewelry and accessories in the affordable luxury segment, won the ‘2016 Business Leader of the Year’ award, granted by the Spain-U.S. Chamber of Commerce, on October 13, 2016 in New York. Both wanted to show their appreciation for the honor of receiving this prestigious award and their excitement at being the first couple to win it.
Presentation of the Business Leader of the Year Award to Rosa Oriol and Salvador Tous. Joyería TOUS, S.A. fonds.
BUILDING FOR THE FUTURE
2017
The TOUS bear becomes an iconic piece of contemporary design
TOUS’s iconic bear joins the permanent collection at the Barcelona Design Museum. The brand donated one of the first prototypes of its trademark symbol to the Product Design collection. The piece is outstanding “for its value as an extremely popular icon at a national and international level, as well as the range of applications it has had in several formats and items”, as Pilar Vélez, director of the Barcelona Design Museum, explains.
Presentation of the Tous bear to the Barcelona Design Museum, with Rosa Tous, Marta Tous, Salvador Tous, Pilar Vélez and Rosa Oriol. Joyería TOUS, S.A. fonds.
BUILDING FOR THE FUTURE
2018
TOUS Jewelry & Artisans School
The TOUS Jewelry & Artisans School is the first jewelry-related social and educational project the brand promotes. The initiative came about because the company wished to play a role in keeping an age-old trade alive and to promote craft through vocational training given to young students from jewelry schools around the world.
TOUS JEWELERY & ARTISANS SCHOOL, 2018. Joyería TOUS, S.A. fonds.
BUILDING FOR THE FUTURE
2019
The Barcelona Design Museum exhibits the TOUS bear
As a sign of its value as a symbol of contemporary design and its international reach, the Barcelona Design Museum has included the TOUS bear in its permanent exhibition. Entitled ‘From the World to the Museum. Product Design, Cultural Heritage’, the exhibit was curated by Pilar Vélez, the director of the institution, as a thematic tour through the design created or made in Catalonia over recent decades. “More than 30 years later, the piece created by my mother has not only become the principal emblem of affordable jewelry but also an icon of universal design”, said Marta Tous, the brand’s Art Director.
The TOUS bear in the ‘From the world to the museum. Product design, cultural heritage’ exhibition. Joyería TOUS, S.A. fonds.
BUILDING FOR THE FUTURE
2020
100th ANNIVERSARY
The brand celebrates the 100 years since it was founded in 1920. Over this past century the jewelry maker has become a global leader in the fine jewelry industry and, more specifically, in the affordable luxury segment. In light of the complex global context, the firm postponed the celebrations planned for the anniversary throughout 2020. Now, in the last quarter of the year, it will pick up where it left off with some of the most emblematic activities to share the joy of 100 years of history with its community and customers, despite the many challenges this year has entailed at all levels. On the one hand is the presentation of OSO, the documentary about the 100 years of TOUS's history that premiered at the 68th San Sebastián International Film Festival. On the other hand is the inauguration of TOUS Heritage, a brick-and-mortar archive and museum located at the company's headquarters in Manresa as well as a digital version that has grown into this website, which is based on the pursuit of a global system designed to conserve and exhibit the company's historical heritage. Last but not least is the reinterpretation of its iconic bear in collaboration with new creative generations from three prestigious international art, design and creation schools: London College of Fashion (London), Elisava (Barcelona), and Istituto Europeo di Design (Madrid). The works selected by the panel will be on display in TOUS stores across Spain, Mexico, US, Portugal, and Russia.
TOUS’s 100th anniversary logo. Joyería TOUS, S.A. fonds.
BUILDING FOR THE FUTURE
2020
TOUS becomes a certified member of the Responsible Jewellery Council.
TOUS becomes a certified member of the Responsible Jewellery Council (RJC), the standard-setting organization on ethical business practices and a responsible supply chain in the jewelry and watch industry worldwide, having successfully passed an audit process that recognizes our cross-cutting commitment to sustainability. This recognition by the Responsible Jewellery Council corroborates the jewelry firm’s commitment to transparency, sustainability, the environment and human rights.
Responsible Jewellery Council certification.
BUILDING FOR THE FUTURE
2020
TOUS premieres “OSO” at the San Sebastian International Film Festival
Presented at the 68th edition of the San Sebastián Film Festival, the documentary is available on Amazon Prime Video in more than 90 countries in its original version and subtitled in 11 languages Directed by Amanda Sans Pantling and produced by Globomedia (The Mediapro Studio) and UM Studios. The feature-length film tells the history of TOUS from its beginnings, when Salvador Tous’s father started out as an apprentice watchmaker, and unpacks the business transformation process to becoming a global enterprise. It features Rosa Oriol, the mold-breaking creator of a new language in the world of jewelry whose progressive vision gave women unprecedented reach with a design pivoted to a more independent, simple, and empowered lifestyle.
“OSO” documentary. Joyería TOUS, S.A. fonds.
