TOUS store in Rua Garrett, a historic establishment
At number 50 of the romantic Rua Garrett, located in the Chiado district of Lisbon, is the one that was the first TOUS flagship in Portugal. Rua Garrett is a street with great historical value, both for Portugal and Lisbon, since since the beginning of the 20th century the best establishments settled, imposing fashion, elegance and literary culture.Read more
In 1914, 'Ourivesaria Miranda e Filhos', one of the main jewelers of the city of Porto, expanded and opened an establishment in Lisbon, on the ground floor of the emblematic building of Rua Garrett, number 50. On that street there were also the Chiado department stores, as well as the best seamstresses, tailors, hats, jewelers, perfumeries ... And the best bookstores, bars, cafes, restaurants, hotels and concert halls.
High society people of the city crossed the Rua Garrett to see and to buy the novelties of the fashion. In 1939 Celestino da Mota Mezquita, owner of 'Ourivesaria Aliança', acquired 'Ourivesaria Miranda e Filhos', passing this establishment to be called 'Ourivesaria Aliança'.
It was in 2012 when TOUS acquired the premises, which had been left unoccupied, and showed its commitment to carefully refurbish the store. Being aware of its heritage value, both architecturally and sentimentally, the firm adapted it to the current needs for jewelry establishments and accessories by the architects Joan Escalé and Lluís Piqué.
The TOUS flagship of the Rua Garret de Lisboa has become an establishment with a special charm. For this reason, we have organized a route through the city for the influencers Marta Torné, Carolina Spencer, Piluca Hueso, Rosa Copado, Blanca Fernández, Ana Catarina Loureiro and Julia Urgel. But it is not any route. We wanted to take you to the most curious places in the city of Lisbon: The Palace and Gardens of Marquis of Fronteira, the Museum of Decorative Arts, the Atelier of Joana Vasconcelos ... And as expected, TOUS store of Rua Garrett number fifty.
Emma Roberts, TOUS’ new global image
The young actress Emma Roberts has become the global image of TOUS. Roberts is confirmed as the figure of the company's new campaign, Stay Tender, because of her ability to transmit emotions and her affinity with the main values of TOUS.Read more
After the series Tender Stories, in TOUS we continue to bet on tenderness as a universal value, telling inspiring stories that connect with your consumer. Now, with Stay Tender the brand breaks again with the stereotypes of tenderness and shows us many different ways to live it in a fresh and dynamic tone betting on openly showing our feelings and our most tender side, no matter how and why.
Emma Roberts has achieved great popularity by starring in such films as Adult World, We're the Millners and Nerve; as well as in the American Horror Story and Scream Queens series. Fiction aside, Emma Roberts invites us to immerse ourselves in a story of the most tender characterized by small moments full of emotion, fun and love.
The Stay Tender campaign, and with it the spot, was launched on April 1 in media and digital platforms, in more than 50 countries. A version of the classic Love Me Tender by Elvis Presley accompanies the spot becoming the soundtrack.
The creative concept of the campaign has been the work of the agency LOLA Mullenlowe and the spot and graphics have been made by Diana Kunst, who with only 27 years and her particular style manages to create unique atmospheres.
With this new campaign, TOUS continues to claim the tenderness from an absolutely spontaneous, fun point of view, with an intelligent and cool tone. "TOUS has always been a brand closely linked to the creativity of emerging talent, something that we want to claim with this spot and with the presentation as a new global image of a figure of international projection like Emma Roberts. At TOUS we believe that the world would be a better place if we all expressed our feelings without fear of being judged. For this reason, with this campaign we want to encourage people to find the best way to show tenderness through jewelry, "says Rosa Tous, Vice President of the firm.
Marta Tous is in charge of TOUS’ Art Direction
In order to reach the pinnacle of desirability around the world as an affordable luxury jewelry and accessories firm and to work more efficiently, TOUS has appointed Marta Tous as Art Director.Read more
Marta Tous, will lead transversally the artistic direction of the brand, ensuring our identity. With the appointment of Marta Tous, the company demonstrates the importance of creativity, design and trends as hallmarks.
TOUS appoints Carlos Soler-Duffo as its new CEO
TOUS, the leading Spanish jewelry and accessories brand for the affordable luxury segment, has appointed the company's Commercial Managing Director Carlos Soler-Duffo as its new CEO who had been part of the company since 2012.Read more
In these 7 years in the company, Soler-Duffo has demonstrated a high capacity to achieve the fulfilment of the business objectives, as well as to align them with the TOUS Strategic Plan. As part of the succession plans established by the organization, its appointment means recognition of internal talent.
In the words of Alba Tous, Chairwoman of TOUS, "with this appointment TOUS demonstrates its strong commitment to internal talent and team strength. We hope that the appointment will imbue us with energy to continue developing our strategic objectives”.
The brand from Manresa, which will celebrate one century in 2020, has expanded its global presence over the last year to reach 700 stores in more than 50 countries and has launched the TOUS Jewelry and Artisans School, its first socio-educational project in the field of jewelry.
Vigo, strategic enclave for TOUS
Rosa Tous, corporate vice president of the company, has visited the city of Vigo to present to the clients of the area the jewellery of Rosa Oriol Atelier TOUS, our most select collection. The event took place in the TOUS store of Gran Vía, which next year will celebrate its twentieth anniversary. The board has revealed the secrets of these unique pieces, which are usually only available in selected stores.Read more
Since TOUS arrived in Vigo in the year 2000, the city has become a key point for the company. With its 4 TOUS stores, the area has very close customers who value quality and jewellery tradition. Therefore, Rosa Tous wanted to reaffirm the bond between TOUS and the city of Vigo: "Vigo is a strategic enclave for TOUS for which we have been betting almost 20 years. With this event we wanted to share the most special pieces of the brand with our customers in the area to celebrate their trust and affection. "
The ties of TOUS with Vigo have been reaffirmed even more during the last year with the collaboration of the Escuela Técnica de Joyería Atlántico and the TOUS Jewelry and Artisans School. Rosa Tous has taken advantage of the visit to Vigo to meet with the director of the Atlantic School, Carlos Pereira, where they have valued the participation of the Vigo center in the TOUS School.
The aim of the TOUS School project is to promote the preservation of a thousand-year-old trade and to promote handicrafts and the restoration of jewellery as a way of attracting young students from schools around the world. Also, four students from the Vigo academy were chosen to participate in the TOUS School together with other young people from the rest of the world. The initiative aims, in the coming years, to connect with the different communities of the 53 countries in which TOUS has a presence.