Tous 100th Anniversary: How and why the Spanish jewelery house is loved all over the world
Tous CEO in Russia Pyotr Gorshkov reveals the secret of Tous longevity
HOW DID THE TOUS HISTORY BEGIN?
It all started in 1920, when Salvador Tous Blavie and Teresa Ponsa Mas opened a small jewelry workshop. In the 1960s, the family business was continued by their son Salvador Tous and his wife Rosa Oriol. And now the brand is run by the four daughters of Salvador and Rosa. The tradition of making piece handmade items is continued by the Atelier Tous collection, but at the same time, our production is exceptionally technologically advanced. The Tous plant near Manresa near Barcelona, with its advanced equipment and sterile cleanliness, resembles a spaceship. New technologies allow the use of electroforming and the combination of various metals and materials.
HOW DID A SPANISH COMPANY GET WORLDWIDE RECOGNITION?
A product that does not meet the requirements of the time will never gain popularity. In this regard, we, representatives of Tous, are lucky: the products of the brand are of the highest quality, with trendy designs and designed for different audiences. Tous jewelry has a serious power of attraction. Their main feature is in connection with childhood, maternal care. No wonder one of our slogans is Stay Tender. At the same time, we have a clear business strategy. This year, the number of stores in Russia has grown to 50. And there are more than 700 stores worldwide in 54 countries.
HOW WAS THE TOUS TALISMAN IN THE FORM OF A BEAR IN THE WORLD?
Rose Oriol Toes, who remains the soul of the company today, in 1985 came up with the idea to turn a teddy bear into a decoration. Since then, over 50 million have been sold. And Tous has become the largest jewelry brand in Spain. In 2019, its total sales amounted to 487 million euros.
THE COMPANY’S ANNIVERSARY CAME ON A DIFFICULT YEAR 2020, HOW DID YOU CELEBRATE IT?
The celebration took place all over the world. The Tous Heritage Museum was opened in Spain. A documentary has been released on Amazon Prime that tells how the brand has changed over 100 years. It turned out that quite a lot of people in Russia got tattoos with our teddy bear. Also for the Russian TOUSLovers, the Alma Rusa capsule collection was created for the first time.