Tous is a brand that makes a perfect mix between fashion and jewelry. But, it was not always like this. Believe it or not, it has not always been this way, as in all brands, the beginnings were not easy. In our post of today we will talk about their true history, collections and materials.
Tous started in 1920 with the opening of an small watches workshop near Barcelona. Owned by the Tous family, it soon became a jewelry workshop. In 1985, Tous added a gold Teddy Bear and gradually expanded their design line, adding handbags, watches, perfumery, glasses, men’s collections and even a special line for the home.
After that, Tous started their international expansion opening stores in Japan, Mexico and United States. Now they count with near 2000 worldwide employs and they manage around 450 millions of dollars. It’s probably now when their designs are in its maximum exponent.
Teddy bear history:
In 1985, Rosa Tous was traveling when she found a teddy bear on a store and she thought almost all people had a teddy in our childhood that usually brings us beautiful memories, so she decided to turn it into gold. And since then, this teddy bear has always been present in new collections with modern designs.
Purpose of the brand:
In Tous they emphasize their concept of jewelry, as they comment, “jewelry is a vehicle of expression for tender and caring feelings in a context of contemporary design“. I’m sure Tous teddy bear helps on that purpose. Those baby forms are able to awake unconscious deep feelings of wellness. An the sweet colors and tender forms, highlight those feelings. Another of their purposes is to try to have known faces in their campaigns. Among the celebrities who have participated are Eugenia Martinez de Irujo, Jaydy Michel, Kylie Minogue, Gwyneth Paltrow and Jennifer Lopez.
At a time where jewelry was exclusive, so close and unconnected with the filed of fashion, Tous was a pioneering company understanding that jewelry can not be understood as something beautiful that lasts. Under this new concept, a nice piece of jewelry was a good investment.
Tous has a business model under the concept of “accesible luxury“. It has been a fast growing company, with increases of 40% year after year. And they count with an apasionaste customer’s base. It is with this new concept of “pret-a-porter” where Tous finds its niche market. Not so expensive as luxury jewerly, and not so uncared as most consume jewelry, but simple and matching jewelry with clothes and a dynamic style.
Another great advantage of this brand is that they have special collections for every season of the year; Mother’s Day, Valentine’s Day, Christmas, and even Father’s Day. They currently have a collection available for Valentine’s Day with creative designs and different types of materials.
Their rings are also famous for their innovative designs. Here is a sample of the rings that you can find at their website www.tous.com. Some of them are made with Gold, but mainly they are done with Vermeil, a silver with 5 microns of gold platting. They also have many models madewith silver and rhodium plating.
These are beautiful, cute and colorful pieces. It can be a way of expressing those tender feelings. And for jewelry lovers, there’s no doubt this brand is a inspiration font. You may like it or not. You may find it childish, you may think of an overuse of an omnipresent Teddy Bear. For me, it applies the saying “no one is a prophet in his own land”. It’s not my favorite brand, but it’s one of the more inspiring brands. For the designs and the wide use of materials.
Its marketing and communication campaign has been also a key piece . It is based on creating an impact. His sales are done only on their own shops, and on their website. They failed in their first attempts of international expansion. Later, they target different countries, having impressive results.
The brand has experienced a significant growth in recent years, reaching high sales. It is estimated that they have around 30 annual collections produced with different advertising campaigns.
What do you think about Tous’s strategy in recent years? I’ll be waiting for your comments in the box below. See you until next time!