In the 1920’s the store began to operate as a small watch repair founded by the creators of the brand Salvador Tous Blavi and Teresa Ponsa Mas. In the late 1970’s Rosa opened up a small jewelry atelier behind the family business and began to specialize specific special jewelry pieces. By 1985 the identity and symbol for the TOUS brand was born with the TOUS bear. This year also marked the beginning of what would be an extremely successful international expansion. Further from a time period of 1985-1992 Salvador Tous Blavi and Teresa Ponsa Mas’s children gradually joined the company business. This created an important sense of heritage and family within the massive business. The year 1989 marked the opening of the first store in Barcelona, Spain where it has become immediately successful and busy. This was followed by opening the first store in Japan further embarking on the internationalization of the company. The 2000’s marked a new time for the company with many important decisions being made about the business. The TOUS brand in 2000 focused on diversification of its products extending the business to include not only jewelry but also fashion accessories and fragrances. By 2004 the brand had grown to reach 200 points of sale opening its first stores in landmark cities of Paris and New York. 2007 marked a massive point for the company as the new headquarters was found to accommodate the company’s massive growth in Barcelona. The area amassed to more than 10,000 squared meters. In 2008 another massive decision was made as one of the children Alba Tous was made president with a complete new board. This marked the handover from Alba Tous parents who had been running the company together up until that point. Finally in 2014, two TOUS workshops opened in Sabadell and the TOUS officially has a presence on 5 continents with over 500 stores.
Every company has something that it is represented by. Symbols are important because they not only facilitate communication but also identify ideas and concepts for brands. Rosa Oriol the creative director of Tous Designer House was inspired while on a call in 1985 and created the symbol which would later become the brand’s symbol. While on a trip Rosa Oriol had seen a teddy bear in a shop window and this reminded her of fond memories of her childhood. The idea followed the premise that she wanted to recreate the bear but have it made in gold. While growing the bear became the beginning of the expansion and was always present in designs after this. The bear represented something truly special for the creative director because the bear relayed a sense of tenderness which has been universally accepted by customers. For more than the 25 years of the brands history the emblem (the bear) has come to represent all the warmed hearts of customers. The customers associate the bear directly with the brand has it has become a lucky charm for many youths who have become attached to the brand. With the rounded shape and tender art of the design, the bear is specifically created to remind customers of the sweetest moments of childhood.
The brand takes pride in all of the wonderful products that it offers its customers. The core of the business since the beginning has always been jewelry. Due to the success of the company it has been able to become more diverse by offering products beyond the core offering of jewelry. These include increasing the portfolio to include the widest range of bags, fragrances, watches, eyewear, and accessories. Jewelry represents the foundation for all the other product lines that exist at the brand. This is done through in depth detailed supervision by the company’s creative director as the jewelry has been introduced in other categories seen below:
- Jewelry: It all began with the introduction of jewelry. The brand uses fine metals and unique stones in addition to new materials and techniques to create the most beautiful of jewelry. This uses the various materials and new techniques including titanium, hydrothermal gemstones, vermeil (gold-plated silver) and bilaminate (silver with a lamination of gold). This is done to not only stand out but create the most daring designs with the best materials.
- Handbags: In the year 2000 in order to increase their product profile TOUS launched a collection of handbags. The handbags are now responsible for around 20% of the TOUS brand in all of its stores. In order to design and create the bag the brand utilizes the finest of high quality materials and finishes. The design and craftsmanship stands out among customers and the most well-known models of bags include the Rose and Kaos handbags.
- Watches: Before the brand even began offering core products in jewelry it began as a watches repair shop. Therefore the brand also has an amazing amount of knowledge about watches and how to offer them to customers. With a variety of different watches with designs the watches are designed with the latest technology all being created using the latest trends.