Located in Burgos, Spain is a 16th century structure, the Burgos Cathedral, which boasts Gothic architecture of double-arched windows and stonework traceries. Spain is also the home base for featured jewelry brand TOUS.
According to the September 2009 CBI Market Survey, Spain’s jewelry industry is the fifth largest in Europe with precious and costume jewelry the preference among consumers.
Established shortly after World War I in 1920, the family-owned TOUS (pronounced tōs) company initially supplied jewelry to Spain’s royal family; however, in the years to follow the brand became synonymous with an aesthetic geared towards casual, every day wear.
In this light, you could say the TOUS brand is Spain’s answer to Tiffany & Co. (USA) Like Tiffany & Co., TOUS’ pared down design style is highlighted by gold rings, gold pendants, engraved jewelry, and charm jewelry.
Design styles alternate between very clear-cut and casual braided leather bracelets to exquisitely feminine arabesque sterling silver cuff bracelets. There are also colorful arrangements of gemstone beads in gemstone necklaces and earrings, as well as ladies’ and men’s’ watches highlighting leather watchbands.
While the color blue is commonly associated with the Tiffany brand, in 1990 TOUS’ Creative Director, matriarch Rosa Oriol de Tous, immortalized the brand’s fresh and sweet style when she created the company’s signature emblem, a tiny bear charm.
The TOUS bear is an integral part of the brand’s overall collections rendered in 18-karat yellow or white gold and stainless steel mesh rings; carved from black onyx; its precious metal outline filled in with pavé black diamonds or tsavorites; and the emblem is also featured in elegant pendant necklaces fashioned from Murano glass or millefiori beads.
Although since 2002 TOUS opened stores in several, major U.S. cities including New York, Atlanta, and San Antonio, the brand is best known in Spain and Latin American countries.
For this reason, in 2008 the company decided to increase their global visibility by enlisting the star power of Australian signer Kylie Minogue as the face of its advertising campaigns.
The pairing seemed destined as TOUS’ Creative Director believed that Minogue’s inner strength, warmth and “enchanting” personality complemented the company’s longstanding values, while Minogue loved TOUS’ impressive origins and ethics.
The brand’s classic fine jewelry collections (that has many affordable pieces) has been featured in such fashion publications as Elle, Teen Vogue, Glamour, Marie Claire, and Lucky.
For more on TOUS, be sure to check out London-based film production company Cherryduck Productions’ brief video on the brand’s launch at London’s Oxford Circus in June 2010.
Photo 1 (top right): 18-Karat Yellow Gold Bubble Bear Pendant Necklace
Photo 2 (center): Sterling Silver Camille Gemstone Earrings
Photo 3 (bottom left): 18-Karat Yellow Gold Ivy Ring with Diamonds