TOUS
The flagship store of Catalonia's most internationally successful jewellery brand, TOUS was founded in Manresa in 1920 and has grown from a family watchmaking workshop into a global luxury house, its iconic bear symbol recognised worldwide.
As you stand before this gleaming flagship store, you're looking at the crown jewel of one of Catalonia's greatest commercial success stories. TOUS, pronounced "toh-oos," represents far more than just jewelry – it's a testament to Catalan entrepreneurship and the transformation of a small family dream into a global luxury empire that has conquered markets from Madrid to Moscow, from New York to Tokyo. The story begins in 1920 in the industrial town of Manresa, about an hour northwest of where you stand today, when Salvador Tous Blavi opened a modest workshop dedicated to watch repair and craftsmanship. Like many Catalan families, the Tous clan possessed that distinctive blend of creative vision and business acumen that has long characterized this region's merchants and artisans. What started as a humble watchmaking operation would eventually revolutionize Spanish jewelry design and challenge established luxury houses across Europe. The transformation truly began in the 1960s when Salvador's son, also named Salvador, married Rosa Oriol, a woman whose artistic sensibilities would prove instrumental in shaping the brand's aesthetic identity. Rosa brought fresh perspectives to traditional jewelry design, introducing playful elements and accessible luxury concepts that departed dramatically from the formal, intimidating atmosphere of conventional jewelry establishments. Together, they reimagined what a jewelry brand could represent, making luxury approachable without sacrificing quality or elegance. The iconic teddy bear that has become TOUS's universal symbol emerged in 1985, born from Rosa Oriol's vision of creating jewelry that conveyed warmth, affection, and emotional connection rather than mere status.