TOUS, the Spanish jewellery brand, currently works exclusively with natural diamonds, gemstones and jewellery and has no immediate plans for lab-grown diamond or platinum jewellery segments, said Marta Tous, Creative and Innovation Curator of the company.
A fourth-generation member of the founding family, Marta Tous leads the creative and product direction of the brand, which operates more than 600 stores across over 40 countries.
Focus on design and quality
Participating in an interactive session with IGJS 2026 participants in Jaipur recently, she shared insights into emerging jewellery trends in Europe and stressed the need for Indian manufacturers to continue investing in quality enhancement and innovative designs.
According to a note issued by Gem & Jewellery Export Promotion Council (GJEPC), she also commended the significant improvement in India’s jewellery manufacturing quality over the past decade.
Two business models
During the interaction, Marta Tous outlined the evolution of the century-old family business from a single jewellery store in Spain into a globally recognised jewellery retailer.
She said TOUS operates through two distinct business models — an atelier segment focused on exclusive one-of-a-kind creations for premium buyers and a mainstream jewellery segment catering to a wider customer base.
Gold and silver drive portfolio
According to her, around 30% of TOUS products are crafted in 18kt gold, while silver jewellery accounts for the majority of the company’s business. She also highlighted the recent addition of 9kt jewellery collections to the portfolio.
The interactive session was hosted by Gem & Jewellery Export Promotion Council. GJEPC Regional Chairman–Jaipur and Co-Convenor, International Sub-Committee, Yogendra Garg welcomed Marta Tous and invited her to participate in the next edition of IGJS scheduled in Jaipur from April 7-9, 2027, which she accepted.