Spanish Company Sets Sights on America Christopher Columbus discovered North America because it was blocking his way to the Orient. But Tous of Barcelona, Spain, isn’t looking for a faster route to China. The jewelry and accessory company has set its sights directly on America. Its whimsical little bear logo is famous in Spain and soon should be cropping up in better retail jewelers across the United States. In Spain and abroad, Tous operates a network of retail shops and in-store boutiques in large department stores. Its first U.S. boutique opened in the San Francisco Bay area last year. That’s nothing unusual, but what is different about Tous is a jewelry-business concept that emphasizes the casual—it’s more like a Nine West shoe store than a typical jeweler. “When a young woman [in Spain] buys a new outfit, she then comes to Tous to buy jewelry to go with it,” explains

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