It is hard to walk past Aventura Mall’s TOUS boutique without stepping inside to explore. The open, inviting space showcases an array of eye-catching jewelry and accessories in playful yet sophisticated designs that are appropriate for both formal and everyday wear.
The brand’s diverse selection of products is perfectly suited for the flair and vibrancy of Miami, with many collections featuring bold, colorful patterns and contemporary concepts.
For Vice-Chairwoman Rosa Tous, however, TOUS is more than a brand — it is her family’s legacy.
“TOUS is a family company,” said Rosa in a recent conversation with our team. “It was started by my grandparents and passed down to me and my sisters.”
Rosa is a certified gemologist, which should come as no surprise, considering her family tree includes a long line of jewelry makers and designers. Her grandfather, Salvador Tous Blavi, was working as a watchmaker in Spain when he started the brand in 1920. Her mother, Rosa Oriol, is also a jeweler and designed the iconic TOUS Bear in 1985.
“We are proud to be fine jewelers,” said Rosa. “We take that expertise and apply it to everything we make, even purses and sunglasses.”
With 700 stores spread throughout 53 countries, TOUS has a global presence. The brand’s 100th anniversary is just around the corner, and it shows no signs of slowing down.
“We have a detailed strategic plan to guide our growth and expansion moving forward,” Rosa shared. “Every year, we launch around 25 new collections, so there are always new products for shoppers to discover.”
Among the brand’s recent releases includes the Vita Collection. Perfect for summer, it features necklaces and bracelets in delicate, floral designs highlighted by precious gemstones.
The Atelier Collection, designed by Rosa’s mother, includes unique and versatile pieces that showcase 18 karat gold.
The brand’s continuous rollout of new collections has worked to delight shoppers, many of whom are repeat customers and visit the store throughout the year to expand their personal TOUS collections.
“We are thrilled to be here at Aventura Mall,” said Rosa. “Seeing the mall blossom over the years has been very exciting, and we look forward to continuing our relationship.”