Second edition of TOUS Jewelry & Artisans School is opening doors and expanding international presence
The initiative was established in 2018 as part of the brand’s commitment to fostering the preservation of an age-old trade. Mentors with a long-standing track in the company give the young apprentices the chance to learn about TOUS’ values, amongst which sustainability stands out, as the brand believes pieces of jewelry to be everlasting and sustainable because they can be reused, recycled, and re-lived.
Participants also acquire inhouse brand manufacturing know-how through a quality course program combining theoretical and practical teaching and which supplements knowledge about making and restoring jewels provided by the Jewelry Procedures CFGM mid-level training program and other dedicated professional certificates such as those of the Andalusian Employment Service.
“I believe that no matter how many years of experience you have, in this trade there will always be something new to discover, either on your own or by observing other people’s work. In my case, I know that I still have a lot to learn, but the foundation that TOUS has given us really has been extremely rewarding for me”, was the way one of the participants in the first edition of the project summed up his experience at the School.
In this second edition, the brand has renewed collaboration agreements with the seven training centers that engaged in the project last year, from Madrid, Andalusia (Cordoba), Canary Islands (La Palma), Galicia (Vigo), Catalonia (Vilafranca del Penedès and Barcelona), and Mexico (Mexico City).
In order to boost the international pedigree of the initiative, which aims to keep growing until it reaches out to communities in the 54 countries where TOUS operates, a further two training centers have been added this year, also from Mexico City and from Portugal (Porto).
Rosa Tous visits Colombia to discover the Andrea Serna collection for TOUS
“We are delighted with the result of this collaboration. Andrea is a very loved person in Colombia and she is the perfect TOUS ambassador thanks to her tenderness and youthful spirit. That is why TOUS has wanted to add his know-how jeweler in the style of Andrea to transform his ideas into this beautiful jewelry collection, “says Rosa Tous. The collection features several XXL candongas, the piece of jewelry with which Andrea feels most identified. The result is really formidable, where the soul of the brand has been captured to transport it to the roots of Colombia.
During the visit, Rosa Tous has given different interviews in the media; she made a presentation at the Faculty of Communication of the University of La Sabana and has visited the Escuela de joyería Artesanías de Colombia (School of Handcrafts Jewelry of Colombia). She has also taken the opportunity to meet with the various store managers and share impressions of the work done in the TOUS stores.
Colombia is a crucial country for the brand. Today, TOUS already has 28 points of sale in the country, employing more than 65 people. Throughout 2019, TOUS has opened three stores in this market and plans to open some more before the end of the year. “Colombia is becoming an increasingly dynamic, strategic market with a growing interest for TOUS. We opened our first store in the country 16 years ago and, since then, the region has become a leader for our business in the South American context thanks to the trust placed by our customers and the effort shown by the local teams that make our projects become a true reality come true. ” said the Corporate Vice President of TOUS, Rosa Tous.
As mentioned by Rosa Tous, Colombia plays a fundamental role for the company in the South American context in line with TOUS's commitment to internationalization, an element that has continued to gain weight for the brand. Currently, one in three TOUS stores are located outside the international arena since the company has 460 establishments outside of Spain, which represents 65.5% of the total.
The TOUS Jewelry and Artisans School project, silver prize at the International CSR Excellence Awards
The project was distinguished in the category of "Retail and Wholesale Engagement" for its work and commitment in the recovery of a millenary trade through the direct training of students and the real work projection of the students participating in the initiative.
From the commitment to the sustainability of jewelry and with the commitment to add value to society, in 2018 we launched this initiative with the aim of promoting the professional training of future generations. In this way, in addition to the training framework, we want to offer real work projection to the participants, something that we have already achieved in the first edition: more than 15% of the students have obtained employment directly, in the TOUS Workshops or indirectly, in workshops external to the brand.
Among the winners of the past editions of these awards, are Carlsberg, Royal Mail or Virgin Money. In addition, the organization of the awards annually publishes the CSR World Leaders, its own publication that gathers the winners of the awards and positions them as an example of excellence and best practice in CSR.
The TOUS store on Paseo de Gracia 99 in Barcelona hosts Atelier TOUS jewels by Rosa Oriol
The ground floor of the store has become the most select location to exhibit its Atelier space, which presents a unique design for its display cases inspired by the jewel essence of the house as they reproduce the sizes of the gems. In addition, special attention has been paid to lighting to specifically illuminate the jewel and at the same time create a warm and welcoming atmosphere.
Atelier TOUS by Rosa Oriol is made up of unique pieces in the world. Unique, fun and innovative jewels made with handcrafted gemstones that extol the signature jewelry tradition. Inspired by the vital background of Rosa Oriol, the collection aligns perfectly with the creative concept of TOUS.
The creative process of Atelier TOUS combines artisanal techniques with the spirit and mission of continuing to work from artisan excellence. Therefore, the Atelier collection by Rosa Oriol is characterized by integrating amazing, sophisticated, unique and character-rich jewels. “Jewels are my life, gems my passion. Gems that by their uniqueness define their destiny. I had fun with them, I searched for endless combinations of colours and shapes to create unique jewels, jewels that convey feelings,” says Rosa Oriol.
In the Atelier TOUS space of Rosa Oriol of Paseo de Gracia 99, you can find carefully selected pieces, made with top quality noble materials and designed for every type of occasion and woman.
For the company, these spaces mean, in the words of Rosa Tous, Corporate Vice President of TOUS, “part of our commitment to the jeweler legacy of our home and thanks to the work of Rosa Oriol for her innovative vision that led her to democratize the jewelry and work day by day with devotion to design jewelry that will excite and empower women around the world.”
TOUS strengthens global project with 702 stores and excellent results on the verge of its 2020 centenary
TOUS, the Spanish fine jewelry and accessories brand and leader in the affordable luxury segment, is strengthening its global project with 702 stores and excellent results as its stands on the threshold of its centenary in 2020. The firm filed consolidated net profit of €27.3Mn in 2018 in a year characterized by the international drive of the brand that now operates in 54 countries. Two out of every three TOUS stores are now outside of Spain.
Turnover for the period came to €396.4Mn, a 4.5% rise on the previous year. End-customer sales totaled €466 Mn, also 4.5% more than 2017.
The company invested €55Mn during the year, an increase of around 15%, ploughing it into innovation, brand, and building and revamping stores.
TOUS also experienced significant growth in the online channel with its firm commitment to digital transformation, omnichannel retailing and service flexibility. E-commerce sales climbed 43% in comparison with the previous year and the brand was introduced into 5 countries around the world in 2018, making a total of 19 markets with digital sales.
This powered the digital channel to become the company’s third-largest market in sales figures, just behind Spain and Mexico, accounting for 8% of global revenues.
All of the brand’s product categories (fine jewelry, watches, handbags, and accessories) experienced growth. Especially of note was the rise in fine jewelry sales, accounting for 67% of the company's sales, up 4.4% on the previous year.
TOUS Jewelry and Artisan School has been awarded at the Empresa Social Awards
From its commitment to the sustainability of jewelry, the TOUS Jewelry and Artisan School was born with the purpose of training the generations of the future to recover an ancient trade and thus promote handicrafts as professional training.
After two editions of the initiative, TOUS was honored during the Empresa Social Awards for its work in training, employability and entrepreneurship. In particular, the jewelry brand project has won the following categories: best project responsible for innovation in culture; best CSR project in the jewelry sector; best responsible project in employment development; better responsible project in empowerment of the enterprise and better project responsible for training and employment. Additionally, the company was awarded the special prize for the company with the best entrepreneurship and with the Platinum 2019 company award.
With the TOUS School project we want to go beyond the training field and offer real job opportunities to our students. More than 15% of the students have become part of the team of the TOUS workshops or External Workshops.
TOUS receives the POPAI Gold award in the category of Watchmaking, Jewelry and Glasses
Distributed in more than 30 categories, the POPAI Awards have awarded the Marquetinian creatives who are responsible for designing the windows at the point of sale. TOUS has received the gold award in the category of Watchmaking, Jewlery and Glasses in the 2019 edition, characterized by having a sustainable approach. This recognition rewards the visual design of the TOUS shop windows that manage to convey the tenderness, fun and elegance that the brand represents so much.
In the words of the director of POPAI France, Sandrine Jean: "It's much more than a competition! Its vocation is not only to award prizes, but to support the profession by valuing it and rewarding the excellence of all the actors ".
The international recognition of the firm would not have been possible without the help of our supplier Adaequo, who has managed to materialize our brand values and the TOUS Visual Merchandising team that carefully designed the award-winning window display. Congratulations to all!
Rosa Tous visits the Manolo Blahnik Art School of La Palma
Two students of the palm tree school participated in the TOUS School with the objective of promoting the preservation of a millenary profession and promoting craftsmanship and the restoration of jewels as a way of training, together with other young students coming from jewelry schools throughout the world. Therefore, Rosa Tous has given them a diploma assessing their participation.
During the visit, the TOUS board of directors has had a meeting with Laura Santana, director of the Manolo Blahnik School, with which they have strengthened the collaboration between the two training centers and will repeat their collaboration in 2019. The Canarian school is already in the process of selection of students who will be able to visit the TOUS facilities in Manresa this year to learn the trade from the hand of the centenary company.
In addition, Rosa Tous has accompanied Eugenia Martínez de Irujo in the presentation of her new jewelry collection of Eugenia by TOUS, La XIII. The presentation took place in the TOUS store on Viera y Clavijo Street, where the designer reflected on her source of inspiration: "this collection was born from the charity project Meninas Madrid Gallery, in which I participated, characterizing a menina inspired by the famous painting by Goya - The Duchess of Tormes, XIII Duchess of Alba".
In addition, the corporate vice president of TOUS has reaffirmed the link between the company and the capital of Gran Canaria. "Las Palmas de Gran Canaria is a very important city for TOUS in which we have been installed for almost 20 years. With this event we wanted to share one of our most special collections with our customers in the area to celebrate their trust and love, "said the board.
Since the arrival of TOUS to the Canary Islands in 2001, we have focused our efforts on contributing to the archipelago in terms of wealth generation and commercial stimulation, with a total of 10 stores.
TOUS, a stop in the ''Safari Retail'' of the Retail and Brand Experience World Congress
But the Retail and Brand Experience World Congress is not just a congress. The lounge is complemented by the "Startup Village" and the "Safari Retail". Giving room to emerging companies, the "Startup Village" has shown the most innovative solutions to transform traditional retail stores into smart establishments. Also, in the "Safari Retail" have organized two routes for the most innovative shops in Barcelona that are examples of the latest trends in the sector as online stores that jump to offline, work with omnichannel proposals, have products that have the capacity to projection, are aseptic establishments that lead the renovation in the shopping experience and bet for sustainability. And TOUS is one of them, thanks to its commitment to omnichannel and digitalization.
The TOUS store in Paseo de Gracia 99 in Barcelona has been one of the stops of the "Barcelona Shopping Experience" of the "Safari Retail". With the visit, TOUS has given visibility to the firm for being a leader in the affordable luxury jewelry sector. In addition, a VIP visit has been organized within the store for senior international managers who have been received by Rosa Tous.
The participation of TOUS in the RBEWC shows that the firm is a clear example of the growth and success of a small family business that together with values such as effort, teamwork and confidence and the vision of being innovative, has achieved a reputed brand its quality and tradition.
The Barcelona Design Museum exhibits the TOUS bear
The iconic bear made by TOUS, Spain’s top brand of affordable luxury jewelry and accessories, will form part of the permanent exhibition at the Barcelona Design Museum from today. Entitled From the World to the Museum. Product Design, Cultural Heritage, the show was curated by Pilar Vélez, the director of the institution, as a monograph itinerary for the design created or made in Catalonia over recent decades.
The prototype of the classic icon was donated to the museum by the jewelry brand in 2017 and has formed part of the institution’s collection of product designs since then. From now on, visitors will be able to judge the piece’s value for themselves as a symbol of contemporary design and its international commercial impact.
The pendant on display is made of 18-kt, is 19 millimeters high, 14 millimeters wide, 0.80 millimeters thick and cut by hand using a saw on a plain plate. It was hand crafted in the workshop in Calle del Borne in Manresa.
The well-known pendant in the shape of a bear was designed in 1985 by Rosa Oriol, who drew inspiration from a teddy bear and from the tender memories of childhood it evokes. The aim of the creator was to transform this idea into an affordable, versatile piece of jewelry able to arouse tenderness in all those who wear it. “More than 30 years later, the piece created by my mother has not only become the principal emblem of affordable jewelry but also an icon of universal design”, said Marta Tous, the brand’s Art Director, who attended the opening of the new exhibition.