Spanish jewelry brand brings ‘youthful vibe’ to PH

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The first Tous store in the Philippines is found at Glorietta 2 in Makati City

The first Tous store in the Philippines is found at Glorietta 2 in Makati City

While jewelry is often crafted as status symbols that exude elegance and signify fortune, “fun” is what the nearly century-old Spanish brand Tous hopes to show through their pieces.

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From a watch repair shop in Manresa, Barcelona in the 1920s, Tous transformed into a small jewelry workshop in the 1960s to become a fully owned family business that has nearly 500 stores in 41 countries today.

Tous has been endorsed by the likes of Kylie Minogue and Jennifer Lopez, and has finally brought its fun and youthful vibe to via its first store in Glorietta 2, Makati City. Just look for the label’s iconic teddy bear emblem and be ready for a different kind of experience in accessories.

The iconic teddy bear design of Tous on a vermeil sterling silver cuff

The iconic teddy bear design of Tous on a vermeil sterling silver cuff

“We are very excited [to bring our brand here]because the Tous concept store and our jewelry selection are very innovative and non-traditional, offering fun jewelry styling for any age bracket. Tous is for women with youthful spirit so it cuts across all age brackets,” said Tracy Aquino, brand manager for Rimini Italia Corp., which is the Philippine franchisee responsible for bringing such Italian and Spanish labels like Terranova and Tous to the country.

In a sit down with the The Manila Times during Tous’ press launch, she further explained the vision that separates this Spanish label from other jewelry stores:

“The brand is all about celebrating milestones and moment gifting. There are different occasions that we celebrate in life and we all want to capture these moments and milestones in our lives. This is what Tous is about.”

Sterling silver, vermeil and pink vermeil earrings

Sterling silver, vermeil and pink vermeil earrings

Over the years, Tous has widened their product line to include other accessories such as bags, watches, eye glasses and fragrances. Aquino shared that despite Tous being largely unknown to Filipinos, they now have customers who have traveled to other countries coming to the local flagship store to look for Tous’ perfumes. Unfortunately, these have yet to reach the outlet as the company as decided to initially focus on the jewelry collections.

Nevertheless, Rimini Italia has plans of expanding Tous in the Philippines in the near future.

“We’ll definitely be promoting the brand heavily starting with this press launch,” Aquino promised.  She also revealed that Tous Philippines will soon showcase a bridal collection because the wedding industry is very big over here.

“We’d like to make a mark in the Philippines when it comes to non-traditional jewelry in market,” the brand manager ended.

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