Tous
Tous is a Spanish family-owned jewelry, accessories and fashion retailer known internationally for its bear emblem.
Last updated August 31, 2026
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Overview
Tous is a Spanish jewelry and accessories company headquartered in Catalonia. Its origins date to 1920, when Salvador Tous Blavi and Teresa Ponsa Mas opened a small watch-repair workshop. The business gradually moved into jewelry, and the founding family has remained central to its development and ownership. In 1965, their son Salvador Tous married Rosa Oriol; the couple combined technical experience, design ability and entrepreneurial ambition to establish a more distinctive jewelry proposition. Their work helped transform the original workshop into a recognizable consumer brand. Tous expanded nationally in Spain during the 1980s and began international expansion in the 1990s, opening its first store in Japan before entering markets including Mexico and the United States. By 2024, the company operated more than 600 stores in more than 40 countries, with Spain remaining its home market and Mexico, the United States and Poland identified as important markets outside Spain. The business has retained jewelry as its core activity while building a broader lifestyle offer that includes watches, handbags, small leather goods, perfumes, eyewear and textiles. The bear motif is the company’s best-known visual identifier. It developed into a central symbol of Tous’s accessible, emotionally expressive approach to jewelry and accessories. The brand has used collaborations, celebrity ambassadors and evolving design programs to connect jewelry with fashion and popular culture. Notable examples include Kylie Minogue’s work as a brand image, Jennifer Lopez’s role in the 2011 spring–summer campaign, a 2011 collaboration with Manolo Blahnik, and collections developed with Eugenia Martínez de Irujo. The company has also worked with contemporary designers, including Pepa Salazar and Ludovic de Saint Sernin. Tous manufactures at substantial scale while maintaining an artisanal narrative. The company reported producing more than one million jewelry pieces annually at its own factory in Sabadell from 2014 onward. In 2012, it was described as producing approximately 30 collections per year, illustrating the breadth and regularity of its product calendar. The range extends from everyday fashion jewelry to higher-value and high-jewelry pieces, alongside watches, bags, fragrances and other accessories. The brand marked its centenary in 2021 with a corporate and creative evolution under the purpose “We Craft a World of Joy.” This repositioning emphasized boldness, creativity and humor and introduced the three-dimensional “Bold Bear,” a contemporary reinterpretation of the familiar emblem. In 2023, Tous launched SUOT Studio, a creative laboratory led by Marta Tous to investigate new forms of contemporary jewelry expression. The company also renewed Tous Atelier, its high-jewelry line, in 2025 with a more contemporary direction grounded in its craft heritage. Ownership has remained a significant feature of Tous’s identity. In 2015, the family sold a 25% stake to Swiss investment firm Partners Group, the first opening of the company’s capital to an outside investor. In December 2024, the Tous family repurchased that stake, restoring full family ownership. Senior family members have continued to hold important roles: Alba Tous serves as group president, Rosa Tous as corporate vice president, and Marta Tous as creative director and leader of SUOT Studio. In September 2025, Susana Sánchez was appointed chief executive officer, succeeding Carlos Soler-Duffo after his long tenure with the company.
History
Tous began in 1920 as a small watch-repair workshop established in Catalonia by Salvador Tous Blavi and Teresa Ponsa Mas. Over time, the workshop developed a stronger presence in jewelry. A decisive stage came in 1965, when Salvador Tous, the founders’ son, married Rosa Oriol. Their combined experience and creativity supported the creation of a more individual jewelry style and laid the foundation for the modern Tous brand. The company expanded throughout Spain during the 1980s and entered international markets in the 1990s. Its first international store was opened in Japan, followed by expansion into countries such as Mexico and the United States. The family business later developed a sizeable international retail network; by 2024 it operated more than 600 stores in over 40 countries. Mexico, the United States and Poland were identified as important markets after Spain. Jewelry has remained Tous’s principal business, but the company broadened its offer to include watches, bags, perfumes, eyewear, textiles and small leather goods. The brand’s bear emblem became its most recognizable symbol and supported a product strategy spanning everyday jewelry, fashion accessories and high jewelry. By 2012, the company was reported to produce about 30 collections annually. From 2014, its own facility in Sabadell produced more than one million jewelry pieces each year. The brand has used fashion and entertainment partnerships to extend its reach. Kylie Minogue served as one of its celebrity brand images, while Jennifer Lopez fronted the spring–summer campaign in 2011. That year Tous also collaborated with Manolo Blahnik on pendants reproducing the designer’s Campari shoe in gold and silver. The company developed a continuing creative relationship with Eugenia Martínez de Irujo, whose work with the brand included the Iluminada, Leyendas and Cercle collections. In 2015, Tous sold 25% of its capital to Swiss investment firm Partners Group. This was the first time the family opened the company’s ownership to an outside investor. The Tous family bought back that stake in December 2024, restoring full family ownership. The founders’ descendants have continued to occupy senior roles, with Alba Tous as group president, Rosa Tous as corporate vice president and Marta Tous as creative director. Tous marked its centenary in 2021 through a brand evolution centered on the purpose “We Craft a World of Joy.” The initiative reframed the brand around boldness, creativity and humor and introduced the three-dimensional Bold Bear. In 2023, Marta Tous led the creation of SUOT Studio, a laboratory for contemporary jewelry concepts. In 2025, Tous Atelier, the high-jewelry line, was renewed with a contemporary creative direction that continued to reference the company’s artisanal roots. In September of that year, Susana Sánchez became chief executive officer, succeeding Carlos Soler-Duffo.
- 2025
Executive transition and Tous Atelier renewal
[1]Tous renewed its high-jewelry line and appointed Susana Sánchez as chief executive officer.
- 2024
Return to full family ownership
[1]The Tous family repurchased Partners Group’s stake and regained complete ownership of the company.
- 2023
SUOT Studio established
[1]Marta Tous launched SUOT Studio as a laboratory for contemporary jewelry exploration.
- 2021
Centenary brand evolution
[1]Tous introduced a new purpose, refreshed brand values and the three-dimensional Bold Bear emblem.
- 2015
First external investment
[1]Partners Group acquired a 25% stake, marking the first opening of Tous’s capital to an outside investor.
- 2011
Jennifer Lopez campaign and Manolo Blahnik collaboration
[1]Jennifer Lopez became the face of the spring–summer campaign, while Tous launched a pendant collaboration with Manolo Blahnik.
- 1990
International expansion begins
[1]The company began international expansion with its first store in Japan and later entered markets including Mexico and the United States.
- 1980
National expansion
[1]Tous expanded its retail presence across Spain during the 1980s.
- 1965
Salvador Tous and Rosa Oriol join forces
[1]The marriage of Salvador Tous and Rosa Oriol brought together experience and design creativity that helped shape the modern brand.
- 1920
Founding watch-repair workshop
[1]Salvador Tous Blavi and Teresa Ponsa Mas opened the workshop that later developed into the Tous jewelry and accessories business.
Products and positioning
An internationally expanding, family-owned Spanish jewelry and accessories brand combining approachable design, recognizable symbolism, fashion collaborations and craft-based production.
Core jewelry · 1920
Jewelry
Jewelry is Tous’s core business and includes pieces built around the company’s bear emblem as well as seasonal, fashion-oriented and more elevated designs. The brand produces at significant scale while presenting its work through a combination of industrial capability and artisanal heritage.
Jewelry and brand icon · 2021
Bold Bear
Introduced during the 2021 centenary brand evolution, Bold Bear is a three-dimensional interpretation of Tous’s classic bear symbol. It extends the emblem into a more sculptural and contemporary form.
High jewelry
Tous Atelier
Tous Atelier is the brand’s high-jewelry line. In 2025, the line received a renewed contemporary creative direction intended to combine modern design with references to Tous’s craft-based history.
Watches
Watches
Watches form part of Tous’s accessories portfolio and extend the brand beyond jewelry. They are sold within the broader Tous retail and product ecosystem.
Fashion accessories
Accessories and small leather goods
The accessories portfolio includes handbags, small leather goods, eyewear, textiles and related fashion items. These products apply Tous’s recognizable visual language to a wider lifestyle assortment.
Beauty
Fragrances
Perfumes are part of Tous’s diversification beyond jewelry, allowing the brand to participate in fragrance and personal-accessories categories.
Marketing campaigns
- 2021We Craft a World of Joy
Global
For its centenary, Tous introduced a new corporate purpose and refreshed its values around boldness, creativity and humor, accompanied by the Bold Bear.
Outcome. Established a refreshed platform for the brand’s centenary-era identity.
- 2012(RED) partnership
International
Tous was listed as a partner of the (RED) campaign, whose stated objective was to help prevent mother-to-child transmission of HIV.
Outcome. Cause-marketing partnership associated the brand with the campaign’s global health objective.
- 2011Tous Spring–Summer campaign with Jennifer Lopez
International
Jennifer Lopez served as the image for Tous’s spring–summer campaign, supporting the brand’s international fashion positioning.
Outcome. Supported international brand visibility.
Brand decisions
2025
Renew Tous AtelierGeneration changeBackground
The company sought to refresh its high-jewelry proposition while retaining links to its artisanal heritage.
Action taken
Tous gave Tous Atelier a contemporary creative direction.
Aftermath
The high-jewelry line continued as a more elevated expression of the brand.
2023
Create SUOT StudioStrategyBackground
Tous sought a dedicated platform for experimentation in contemporary jewelry and new forms of expression.
Action taken
Marta Tous led the launch of SUOT Studio as a creative laboratory.
Aftermath
The studio became part of the brand’s contemporary design and innovation activities.
2021
Centenary brand evolutionStrategyBackground
Tous used its centenary to reassess its purpose, values and visual identity.
Action taken
The company adopted “We Craft a World of Joy,” emphasized boldness, creativity and humor, and introduced the Bold Bear.
Aftermath
The initiative provided a renewed creative framework for the established bear symbol and the wider brand.
2015
Open 25% of the company to Partners GroupM&ABackground
Tous opened its capital to an external investor for the first time.
Action taken
Swiss investment firm Partners Group acquired a 25% stake.
Aftermath
The Tous family later repurchased the stake in December 2024 and returned the company to full family ownership.
Recent events
- Unconfirmed
Samsung and Tous launch a special-edition Galaxy Watch3[2]
Reported:
Samsung and jewelry brand Tous launched a special-edition Galaxy Watch3 with a redesigned watch face and band and an exclusive electronic watch face.
Sources2 sources
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