TOUS began in 1920, when Salvador Tous Blavi started a watch repair and sales business in Manresa. The company that customers recognise today took shape later, when Salvador Tous Ponsa and Rosa Oriol transformed the family business into a jewellery brand with a clearer emotional identity. That shift matters because TOUS did not build its reputation on distant luxury codes alone. It built it on pieces meant to mark affection, memory and everyday celebration.

Its most recognisable symbol, the bear introduced in 1985, helped turn that idea into something instantly legible. The motif gave TOUS a visual signature that felt soft, optimistic and different from the more formal language often associated with traditional jewellery. Over time the brand expanded internationally and moved into a broader lifestyle offer, but jewellery remained the centre of gravity.

TOUS sits in the accessible-luxury space: polished, widely recognisable and strongly gift-driven. People return to it because the brand makes fine and fashion jewellery feel expressive rather than intimidating. Its strength lies in combining family heritage, commercial clarity and a design language that feels warm, personal and easy to wear.