Talking With Tous
Perhaps you’ve heard of Tous. The company, which originated in Spain, has roots dating back to the 1920s and spans three generations of jewelers. Over the past 100 years, the brand has come a long way, expanding beyond jewelry designs to offer fashion accessories, bags, and perfumes.
Tous will be at the JCK Show in Las Vegas this year to showcase its offerings, from its iconic bear to its newest line of on-trend arrivals. Celebrating a century in business, the brand recently became a certified member of the Responsible Jewellery Council. Below, Anne-Sophie Horwat, wholesale area manager for Tous, answers a few questions for JCK.
Tell us about your signature bear icon. Where did it originate?
In 1985, Rosa Oriol drew inspiration from the teddy bears that brought back sweet memories of childhood and created what has become the brand’s emblem. The icon has become so significant in creative circles that the Barcelona Design Museum decided to include it as part of its permanent collection in May 2019.
The emblem keeps evolving. These changes can be seen both in its design and in the materials used to make it. Nowadays, the well-known icon is also presented in a three-dimensional outline and allows us to unleash creativity.
What sort of new collections have you introduced recently?
Dreamland. The SS23 collection reflects a world where life is constantly reinvented through the prism of imagination, where changing, transforming, and discovering new versions of the familiar is a necessity. We were inspired by the relationship between the real and the unreal, and what is virtual, illusory, and dreamlike.
This season we wanted to emphasize the escapist element in the previous collection while maintaining a strong link to nature: an escape from reality through the world of dreams or the creation of conventional or nonconformist utopias. So we created worlds that are challenging, haunting, and soothing at the same time—just like in a fairytale. Three main themes inspired us: bulky and bold, logomania, and color explosion.
What have you noticed as the biggest trends recently and the top sellers among your customers?
Our Bold Bear collection, which celebrates the latest version of our iconic bear, performs extremely well.
What do you expect to be a hit at JCK Las Vegas?
Our entire collection is worth seeing. We have been jewelers for more than 100 years, and the hit can be one of our iconic collections or one of our trendiest new arrivals.