Live From VicenzaOro: Tous Reenters the U.S. Market

I met with Spanish brand Tous this morning at the VicenzaOro fair, which opened today and runs through Jan. 28, and representatives explained that the firm aimed to reintroduce itself to Americans.

Luis Ramon from the wholesale department explained that the move comes as a result of the improving economic climate in the U.S. Currently, Tous, which makes 18k gold and vermeil styles—as well as handbags, fragrances, watches, sunglasses, and scarves—has two brand boutiques in New York City and a presence in Puerto Rico courtesy of Reinhold Jewelers. The firm wants to increase distribution nationwide, though it is not yet scheduled to exhibit in any shows this year. Retail prices start at $50 in 18k gold vermeil, and Tous has 400 outlets worldwide.

The inspiration for its newest jewelry collection is Miami, a city rich in Latin culture and flavors. Styles are made in gold vermeil—yellow, white, and rose—with rainbow hues of gemstones and silk cord accents, as well as the brand’s signature bear motif. This is surely a line with whimsy. Case in point: new quartz rings that come with a kit of mini rubber bands that can be stretched out over center stones in a nod to children’s friendship bracelets.

Buyers might want to investigate the brand further for its wide range of price points, great dainty stacking rings and tiny stud earrings in 18k gold with diamonds, beautiful visuals in pink and black, and the related accessory offerings that may appeal to shoppers who like to coordinate jewelry with bags (lifestyle is a big trend moving forward). Contact Ramon at LLRamon@tous.com.

Bracelet in 18k gold vermeil with silk cord, $110; Tous