“BEARY IRRESISTIBLE” The TOUS jewelry line with Jennifer Lopez

“BEARY IRRESISTIBLE” The TOUS jewelry line with Jennifer Lopez

Tous, the fine jeweller known primarily for its iconic teddy bear, has added some ”beary irresistible” collections to its jewelry line.  Initially founded in 1920 in Manresa, Spain, and with corporate offices in Barcelona as well, it began as a family business and still continues to remain so.  Currently, it is run by Salvador Tous, (son of its founder) and his wife, Rosa Tous, along with their four daughters. The teddy bear continues to be their core business, which first came to be when Rosa Tous saw a bear inside a shop window and was suddenly inspired with the idea to create a stylized bear out of gold.  This small idea has grown into a huge success!


What was once just mainly a small gold teddy bear has now developed into an extensive fine jewelry line.  Tous has also introduced a wide range of accessories, inclusive of watches, handbags, scarves, perfumes, eyeglasses, textiles and small leather goods.


Recently, I had the pleasure of attending a cocktail reception at their new location inside the Dadeland Mall in Miami, Florida. It was a fabulous party celebrating the store’s grand opening, as well as providing guests with a close-up look at some of these beautiful new collections.


Among these are the “Loto” collection, “Ganesh” which creates the famous teddy bear into colorful morroccan inspired pieces including pendants and bracelets made out of sterling silver, and the “Manolo Blahnik for Tous”collection, which features the Spanish shoe designer’s famous “Campari” shoe.



At the cocktail reception, I had the pleasure of meeting some of the local managers for the Florida stores.  I was able to interview the business director, Cristina Campello, of the Aventura store here in Aventura, Florida.  Specifically, I wanted to know what she feels sets Tous apart from other jewelry lines.  In her own words, Tous is a fresh and fashionable concept in jewelry and is commonly referred to as the affordable luxury.  The brand has become most well-known for its iconic teddy bear design that has been around for the last 25 years.

Tous has affordable designs starting at just $75.”


As far as their hottest selling piece, the teddy bear in its various representations still continues to be at the core of their best-seller list.  Some of the hottest of these collections are the ”Bubble Bears” pendants , which come in sterling silver,18K gold, pink sapphires and diamonds, blue sapphires and diamonds, and white or black diamonds.  Among her favorites are the “Loto” and “Ganesh” collections, which happen to be my personal favorites as well.


Just as exciting as the new collections at Tous is the new face that will be representing them.  Jennifer Lopez is the fresh face for Spring/Summer. Salvador Tous recently stated “Jennifer is not just an amazingly beautiful woman, but also a talented actress, musician and dancer, sharing with us strong family values, as we are a family owned business.”  We are confident that Jennifer Lopez will be a great spokesperson, as she is genuine and openly charismatic, a great illustration of our brand.” Jennifer has also been recognized as a fashion icon, where she can always be spotted wearing the hottest designs and latest trends.  Designers love when she’s seen wearing their creations.  In my own opinion, Jennifer will obviously bring so much to the line on so many different levels….she is right in the center of the beauty, music and fashion worlds, and is a true artist in every sense of the word.  Plus, just like me, she has a passion for fashion!


And of course, Jennifer loves Tous’ jewelry designs, particularly fond of the diamond Bubble Bear pendant she wore during her photoshoot for the Spring campaign.


As she said “all girls love diamonds”,

and who can argue with that!

Tous has earned a reputation in fashion circles of jewelry comparable to the esteemed “Loewe”  in the fine leather goods category, purveyors to The Royal Family.  Tous themselves had also begun to provide jewelry to the Spanish Royals as early as the 1920′s.  Currently, they have over 400 stores in 45 different countries.  Locally, you can find Tous at the Miami International Mall, Dadeland Mall, and Aventura.  You can also view the collections on their website at www.tous.com. In my own eyes, Tous has some “beary irresistible” pieces that you simply can’t “bear” to be without!

Written by Kristina Eljaiek



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