IndependentsAug 14, 2026
Smyth Jewelers to Open Fourth LocationThe family-owned jeweler will open a new showroom in Bel Air, Maryland, this fall.
MajorsJan 20, 2016
Tous Taps Paltrow for Campaign, Continues Expansion
Actress Gwyneth Paltrow will be the face of Barcelona-based jewelry and accessories brand Tous in 2016, which is now carried by more than 50 independent retailers in the United States.
Actress Gwyneth Paltrow (center) is the latest celebrity to appear in an advertising campaign for Barcelona-based jewelry and accessories brand Tous. She is pictured here with Tous family members Rosa Tous (left) and her mother Rosa Oriol.
Miami--Actress and Goop guru Gwyneth Paltrow will be the face of Tous in 2016, the Barcelona-based jewelry and accessories brand announced this week.
Paltrow, who won an Academy Award in 1998 for her performance in Shakespeare in Love and also is the creator of the lifestyle website Goop, will star in the brand’s Tender Stories No. 4 campaign, which will launch in January.
Tous first entered the U.S. market a number of years ago, opening standalone stores. Today, the brand has a total of 16 standalone stores in major markets in the U.S., as well as a shop in the Miami airport.
At this year’s Baselworld show in March, representatives from Tous told National Jeweler that they planned to expand its distribution network in the U.S. market, with an eye on independent jewelers and travel retail locations.
Shortly thereafter, Tous announced that it hired ELV Distribution in Miami. Since then, more than 50 independent retailers have begun carrying the brand, and a couple of Bloomingdale’s stores have picked up Tous as well.
The brand also has hired Miami-based M4 to handle their marketing and communications in the market.
Salvador Tous Blavi and his wife Teresa Ponsa Mas started Tous in 1920 as a jewelry and watch repair shop. Today, Blavi’s son, Salvador Tous, his wife Rosa Oriol and their four daughters run the company.
The brand’s signature bear--which Oriol incorporated into the company’s designs after being inspired by a shop window full of teddy bears during a 1985 trip to Milan--celebrates its 30th anniversary this year.
Tous first expanded outside of Spain in 1997 when it opened stores in Japan. Today, it has more than 500 stores on five continents.
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