This interview is dedicated to how companies imagine and build the future from different dimensions: creativity, leadership, transformation, and brand identity.<\/p>\n
In this context, TOUS<\/strong> represents an emblematic case of a family business that has managed to maintain its essence while reinventing itself, anticipating the trends that today redefine the accessible luxury industry.<\/p>\n TOUS is a leading jewelry company with over one hundred years of history. Founded by the Tous family in 1920, the company designs, produces, and distributes jewelry and accessories with a creative spirit that invites self-expression. Its origins date back to that same year when Salvador Tous Blavi began his career as a watchmaker apprentice in Montblanc (Tarragona). It was with his son, Salvador Tous, and Rosa Oriol, his wife, that TOUS laid the foundations of what it is today.<\/p>\n Currently headquartered in Manresa (Barcelona), the company has established itself as a global brand, with more than six hundred stores and presence in forty markets. It employs over 4,000 people and generates revenues of around 500 million euros. Alongside its main brand, TOUS also operates the high jewelry line TOUS Atelier and the experimental jewelry firm SUOT Studio.<\/p>\n How do you manage to maintain, for so long, that openness to change without losing the family essence of the brand?<\/strong><\/p>\n In our case, the key has been understanding that tradition and evolution are not opposites but two forces that coexist. We are a family business with more than one hundred years of history and a craft, jewelry making, that is inherently part of our DNA.<\/p>\n However, we have cultivated a culture open to adapting to new times and incorporating innovative perspectives, and this balance is precisely what has allowed us to maintain our essence \u2014 craftsmanship, creativity, and respect for the craft \u2014 while evolving towards new ways of designing, producing, and engaging with our audiences.<\/p>\n What lessons does this gradual process of growth and global expansion leave?<\/strong><\/p>\n Our growth has always been strategic and sustainable. Each new opening, each entry into a new market, has always aimed to bring TOUS closer to new audiences, connecting with their stories, but always maintaining our essence, based on jewelry savoir-faire, creativity, and innovation.<\/p>\n In this sense, our expansion strategy is not just about multiplying stores but generating authentic and meaningful experiences that allow people to feel close to the brand and discover the joy our pieces convey, something that has been key to the company\u2019s solid and global growth.<\/p>\n How did you manage to anticipate that cultural transformation that today seems so natural?<\/strong><\/p>\n Since our beginnings, at TOUS we have learned to listen carefully to what happens around us, not only in the world of jewelry but in people’s lives. In the 70s, my mother, Rosa Oriol, noticed that women wanted their own jewelry, versatile and accessible, and it was that intuition that taught us to anticipate their needs.<\/p>\n Today, we continue with that same spirit: we observe how people live and express themselves, connect with their emotions and stories, and use creativity and innovation to transform those ideas into pieces and experiences that make sense in their daily lives.<\/p>\n transform those ideas into pieces and experiences that make sense in their daily lives.<\/p>\n What role does humanization play today in the emotional connection with consumers?<\/strong><\/p>\n Humanization is at the heart of TOUS. As I mentioned, each jewel tells a story, a moment, a memory. It\u2019s not just about creating a piece but offering experiences that accompany people\u2019s everyday lives.<\/p>\n Through this closeness, we ensure that those who enjoy our jewelry feel connected to the brand. In this context, jewelry ceases to be just an accessory and becomes a vehicle for expression, joy, and connection with those who wear it.<\/p>\n Do these changes respond to an evolution of the sector towards territories closer to fashion or to the needs of new generations?<\/strong> consumers seek more value, authenticity, and self-expression, driven by the desire to make lasting investments, express themselves freely, and indulge themselves.<\/strong><\/p><\/blockquote>\n This naturally fits with our jewelry DNA and the way we understand creativity and emotional connection with people. The durability of jewelry is intrinsic, and at TOUS we are experts in reusing, recycling, and reviving pieces through our technical service, thus reinforcing the value and emotional relationship each client has with their jewelry.<\/p>\n What advantages and challenges does maintaining family ownership imply in such a competitive global context?<\/strong><\/p>\n For us, being a family business is a privilege and a source of energy. Working with my sisters means sharing passion and enthusiasm, with different perspectives but the same vision, and this is a great advantage because it allows us to make decisions from the heart of the brand, caring for our essence and values.<\/p>\n Of course, the challenge is to combine that closeness with the demands of a global company like TOUS, incorporating external talent and solid organizational structures, and having efficient corporate governance to ensure excellence in all business areas.<\/p>\n In this issue of UNO, we analyze how companies imagine and build the future. In that sense, how do you envision the future of TOUS? In what areas do you believe the brand should continue innovating to remain relevant in the jewelry, fashion, and accessible luxury industry?<\/strong><\/p>\n At TOUS, we want to keep evolving true to our jewelry soul and craftsmanship, which is the cornerstone of the company, projecting it toward new ways of relating to our customers. We want to continue growing, exploring markets, and connecting with new generations.<\/p>\n For this, innovation stands as a key lever, not only in product but also in aspects like sustainability, material traceability, and responsible processes. In this line, at TOUS we seek to integrate technology to create more personalized and close experiences under what we call \u2018technocraft,\u2019 blending technological precision with artisanal mastery to keep our jewelry essence alive while connecting with new audiences.<\/p>\n What challenges do you anticipate for the coming years and how do you plan to face them from leadership and brand culture?<\/strong><\/p>\n The world is changing at an enormous speed, and as a global company, we will have to keep adapting to new consumer expectations, uncertain economic contexts, and an increasingly demanding industry, especially in terms of sustainability and responsible development.<\/p>\n Another challenge we at TOUS keep in mind is ensuring the jewelry craft. Transmitting this knowledge, attracting, and training new generations of artisans is a company priority, so we will continue promoting training programs through our TOUS School and spaces where that savoir-faire coexists with new perspectives.<\/p>\n Looking beyond the sector, how do you think companies will transform in the next decade? What role will they play in society, talent management, and their relationship with communication?<\/strong><\/p>\n The companies of the future will be even more aware of the need to positively impact people and their communities. Their role will go \u2014and indeed already goes\u2014 beyond economic results, so they must generate real value, contributing positively to society.<\/p>\n In this context, talent management will be fundamental: attracting, training, and motivating people who share the company\u2019s values will be key, and communication will play a central role, allowing companies to connect genuinely with their audiences and convey their purpose coherently.<\/p>\n Finally, how will the bond between brands, their purpose, and consumer expectations evolve in an increasingly demanding and changing world?<\/strong><\/p>\n I believe brands and consumers will be increasingly connected through shared values and clear purposes. Today, people seek authenticity, coherence, and commitment: they want to relate to brands that have real meaning, convey trust, and align with their expectations and way of life.<\/p>\n At TOUS, this means that each jewel, each collection, focuses on emotionally connecting with people, evoking moments and memories that are part of their daily lives, celebrating their style, emotions, and way of expressing themselves. Each piece is an invitation to enjoy, share, and feel part of something close and authentic.<\/p>\n","protected":false},"excerpt":{"rendered":" This interview is dedicated to how companies imagine and build the future from different dimensions: creativity, leadership, transformation, and brand identity. In this context, TOUS represents an emblematic case of a family business that has managed to maintain its essence while reinventing itself, anticipating the trends that today redefine the accessible luxury industry. TOUS is […]<\/p>\n","protected":false},"author":22,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_et_pb_use_builder":"","_et_pb_old_content":"","_et_gb_content_width":"","footnotes":""},"categories":[86],"class_list":["post-465971","post","type-post","status-publish","format-standard","hentry","category-ideas"],"acf":[],"yoast_head":"\n
\nThe changes we are experiencing respond both to the sector\u2019s evolution and the new expectations of current generations. The State of Fashion 2026 report, published by The Business of Fashion and McKinsey, shows that<\/p>\n