From generation to generation

A jewel is eternal. It is never thrown away or thrown away: it passes from mothers to daughters, from grandparents to grandchildren, from one friend to another, year after year and decade after decade. That is why sustainability is intrinsic to this sector, because jewelery is created to last and that is one of the pillars on which the TOUS philosophy is based.

TOUS is a century-old brand. And a century with open doors is synonymous with a success that very few companies can boast of. In the formula that has guided the firm towards the place of reference it occupies today, the visionary spark of its founders, Rosa Oriol and Salvador Tous, who glimpsed the idea of ​​turning their small jewelry workshop into a luxury firm, played a key role. affordable. A new concept that would revolutionize the sector and that today continues to provide opportunities for new generations of professionals.

One hundred years later, they continue without losing sight of the values ​​that make up their identity: a family committed to the trade since 1920 and with a 'savoire faire' that fuses tradition and craftsmanship with technology, innovation and a responsibility towards the environment that is reflected both in the use of ethical materials, as in the processes and respect for the communities in which they are present. Because the value of a jewel goes beyond the tangible.

The legacy of a thousand-year-old trade

The TOUS School of Jewelry and Artisan Crafts (ETOJA), was born in 2018 with the aim of supporting the preservation of an ancient trade and promoting crafts as a means of professional training. In collaboration with the best craft centers in the world, the school offers theoretical and practical training, focusing on restoration. “From a firm commitment so that this profession transcends our own business and environment, we want to share our legacy with the new generations of jewelers to give them the opportunity to prosper professionally and preserve a trade connected to the community”, says Rosa Tous, corporate vice president of the brand.

Sustainability as a sign of identity

The jewels are pieces made to be used for a lifetime and bequeathed so that new ones continue to live. With this spirit as a flag, the mentors transmit the values ​​of TOUS to the apprentices, which understands jewelry as pieces that can be reused, recycled and revived. A good jeweler must have the ability to give pieces a second life –turning a ring into a pendant or vice versa, adapting a jewel to new trends…–. "ETJOA is a project that excites us a lot because it connects with the fundamental axes of our firm, such as the integration of innovation and craftsmanship and the commitment to sustainability through restoration," says Rosa Tous.

Employment: a job with professional opportunities

TOUS has promoted the project with the desire to have a true social impact, that is, to go beyond the training framework to offer real job prospects to its participants. “Our desire is to collaborate in stimulating the jewelery sector, giving the opportunity to prosper professionally to young artisans who are the future of this millenary profession”, affirms Rosa Tous. In fact, there are students who have already obtained employment directly in the TOUS workshops or indirectly, in external workshops of the brand.

For all these reasons, the ETJOA has received distinctions that recognize good practices in the field of sustainability, training, employability and entrepreneurship.

Innovation and craftsmanship, allies of sustainability

"At TOUS -explains its corporate vice president- we understand sustainability as a committed and ethical way of working and as a matter of transparency, for this reason we want to guarantee that the client can access information about the materials we use, the place of production and origin". For this reason, all the pieces in the Teddy Bear Stars and Hav collections include an alphanumeric code engraved inside or a QR code on the label. In this way, you can access the certifications that guarantee the origin of the materials (100% ethical) and the manufacturing behind each jewel, which combines high-tech processes with other totally artisan processes.