TOUS renews itself in Paseo de Gràcia to turn Barcelona into its great international showcase

"The most special jewel that exists is your creativity. Take care of it. Protect it." This is the message with which the TOUS flagship store on Paseo de Gràcia welcomes customers, which the company has decided to renovate three decades after opening its first store in this commercial hub of Barcelona. However, this motto is more than just the message with which the jewelry brand wants to welcome its national and international customers; it also seems to be the slogan that has marked the pulse of this company throughout its hundred-year history, since, thanks to trusting and expanding that creativity, TOUS now invoices 523 million euros and has more than 4,000 employees.

A creativity that was born, as suggested by the fact that this message is written in Catalan in this newly renovated store, in a small watch repair workshop in Manresa 105 years ago. This creativity was continued by a married couple who opened new jewelry stores in Barcelona and Lleida. But it especially exploded in the hands of their grandchildren, when in the 90s the Tous family intuited that the business founded by their grandparents could grow exponentially. Since then, the company has expanded into 40 countries with more than 600 stores.

However, the brand, consolidated as the most international Catalan jewelry brand, has decided to invest in one of the commercial hubs that saw them grow: Paseo de Gràcia, renovating its flagship store with a new global concept: CASA TOUS. With more than 150 square meters, the flagship wants to bring together three spaces under one roof: TOUS's own jewels ---with its emblematic bear as its banner---, the TOUS Atelier line, and The TOUS Room, a space for dialogue and collaboration open to other brands and creators.

With this investment and renovation, the company demonstrates that, despite its ambition and international trajectory, it continues to bet on the city that saw them grow. In fact, for the brand, the Catalan capital has always been its "international showcase". A showcase that now reopens, to present itself to the world with a completely renovated aesthetic that demonstrates its potential in the more than 40 markets in which it is present. Without ceasing to pay homage to that vital city for its trajectory, and to one of its emblematic aesthetic movements: modernism; reinterpreting techniques such as trencadís, latticework, or stucco.

With Barcelona as a showcase and core, for some years now the company originally from Manresa has been immersed in an intense process of growth and international expansion. A process that, since the beginning of September, is led by Susana Sánchez, who assumed the position of CEO, taking over from Carlos Soler-Duffo, who has led it for the last 13 years. Sánchez arrives at the position with the purpose of executing the company's GEM strategic plan (Growth, Elevation, Mindset), set in 2024 and after repurchasing the part of the property that was in the hands of Partners Group since 2015.

In this process of expansion and growth, an essential part of the company's strategy is to continue expanding and improving the consumer experience, a strategy that is also demonstrated in this renovated store, through the Craft & Care service, which will allow customers to co-create, personalize and revitalize their pieces. In this space, the Metier experience will also be available, to create their jewel from scratch with their own hands with the help of an expert artisan. Likewise, the large jewelry workshop will be visible from the street, making it possible to observe the meticulous creation processes and vindicating the jeweler's craft.

In addition to this workshop, golden touches and the company's emblematic little bear are also visible everywhere, which this year also celebrates its 40th anniversary. Today an icon of design and an essential piece of the collective imagination, it was launched in 1985, the same year the company opened its first store outside Manresa, in Lleida. It was, in reality, Rosa Oriol's idea, when she wanted to design a collection of very innocent and naïf charms, inspired by some stuffed animals she had seen in Milan.

This was the origin of a piece that ended up becoming iconic, giving image to the brand, just as the family name —which now owns the entire property— has ended up being directly associated with the brand. To celebrate the origin and evolution of this iconic symbol, TOUS will launch up to forty bears, made with different jewelry techniques, as well as different materials and finishes, including special and limited editions.

Likewise, the store incorporates for the first time The TOUS Room, a space for dialogue and collaboration open to other brands and creators, which invites creatives, artists, designers, brands or innovators to take control of a space temporarily. The first guest to this space open to the world is SUOT Studio, TOUS' experimental jewelry brand, which inaugurates this space with Refracta, an immersive installation that transforms light.

This space responds to another company strategy: connecting with other companies and creators, as well as working even with emerging designers, after launching, in 2019, the Jewelry School to train and transmit the craft in countries with the greatest presence of the brand. With all these elements, TOUS projects itself to the world with a renewed image, while maintaining its usual icons, to continue growing internationally from the Catalan capital.