TOUS today launched ‘Unbreakable’, an initiative designed to shore up the company’s good practice, the brand’s jewelry-making tradition and its commitment to the trade and its customers. Established in response to the controversy that in recent weeks questioned the quality and techniques TOUS employs, ‘Unbreakable’ aims to assert the track record, passion for craftsmanship, and excellence of a firm now a century old and which currently operates in over 50 countries thanks to a team of 4,000-plus people who share its vision and representative values.  
 
The creative concept was tasked to the LOLA Mullenlowe agency and presents the iconic TOUS bear split in half. A metaphor exemplifying that, no matter how many adverse situations may befall it, the brand's commitment is unbreakable and it remains true to its customers’ needs. 
 
TOUS has also published a manifesto underlining the importance of not breaking with the roots, beliefs and work styles that drove it, many decades ago, to establish a new jewelry-making language in society, devising pieces with classy but affordable designs pivoted to its customers’ lifestyles. “Millions of people enjoy this jewelry today because we have stayed true to ourselves and our way of understanding commitment,” the manifesto states. 
 
Rosa Tous, the firm’s corporate vice-chairwoman, said: “With this assertion we want to convey the message that we are a company with values capable of punching above the difficulties that appear on our path so we can continue to make pieces of jewelry that accompany people in the most important times of their life from love for our profession and our customers”. 
 
A century-old jewelry firm 
 
TOUS set out a century ago on a path marked by passion, family, courage,and honesty. Over the hundred years it has been around, the company hasably adapted to new times, fashions, and techniques without forgoing craftsmanship, tradition, or its essence. Three generations, now in the process of bringing the fourth onboard, profession, perseverance, and knowledge of the trade speak to the jewelry brand’s track record. 
 
Design and technology are two of its chief hallmarks. From the vocation to provide customers with jewelry that pivots to their lifestyles, TOUS has always endeavored to innovate in manufacturing, adapting to the times and bending the curve on jewelry techniques to deliver on its customers’ changing requirements. In this regard it has been a visionaryand a pioneer in the use of leading-edge technologies such as electroforming, a technique to manufacture pieces of exceptional quality, obtaining a reduction in weight, a significant volume and scarcely any welding. 
 
At Talleres TOUS in Sabadell, the brand seamlessly combines its craft tradition with the latest technological advances so that it can supply its outlets located all over the world. 
 
Manifesto 
Unbreakable 
 
Not to break with what you are. 
Not to break with what you believe in. 
Not to break with what you do. 
 
These three phrases are not written anywhere, 
but they have been with us since the first day. 
 
One hundred years ago, a family dedicated to the jewelry businessproposed something: 
that everyone could have a piece of jewelry. 
 
It was a resolution born from love for our trade, 
respect for our customers, 
and the rigor and quality with which we make each piece. 
 
Millions of people enjoy this jewelry today 
because we have stayed true to ourselves 
and to our way of understanding commitment. 
 
One hundred years have gone by and just like the first day 
we know what we are, 
we know what we believe in, 
and we know how to do things. 
 
And we're not going to break with that. 
 
TOUS 
Joyeros desde 1920.