TOUS, one of the largest global affordable luxury jewelry companies, celebrates a key milestone in its history with the relocation of its iconic Lleida store, a space with special value for the brand. This establishment was where TOUS opened its first store outside of Manresa, on April 23, 1985, marking a pivotal moment in the brand’s journey. The store is now moving to a new space, coinciding with the 40th anniversary of its opening. The date is doubly significant for TOUS, as it also marks the birth of its iconic bear four decades ago. “Lleida was our first step outside home, and that makes it a very special place. This store symbolizes not only our beginnings but also the entrepreneurial spirit with which the brand was born. Opening this new space, right as we celebrate 40 years, is a way to honor our roots and look to the future with the same excitement we had at the start,” says Rosa Tous, Corporate Vice President and Reach & Relevance Officer at TOUS. “We continue to focus on offering the best customer experience, and we’re especially excited to bring our latest concept to a city as important to us as Lleida, also integrating our high jewelry line, TOUS Atelier,” notes Carla Carvajal, Spain Managing Director at TOUS. The new space is located at number 10 on Carrer Major, Lleida’s main commercial street, moving from its previous location on Carrer del Carme. The store spans 124 m² and follows the brand’s latest store concept, designed to offer a more immersive and ergonomic shopping experience. It also incorporates the brand’s high jewelry line: TOUS Atelier. TOUS Atelier represents the highest expression of TOUS’s jewelry expertise. The line is available online, in selected TOUS stores, and has two standalone points of sale in New York and Mexico. As part of the brand’s high jewelry expansion, TOUS recently inaugurated CASA TOUS in Valencia, a unique space that brings together the brand’s three universes for the first time: TOUS, TOUS Atelier, and SUOT Studio. With this opening, TOUS strengthens its presence in Lleida, where it now has two stores and a team of nine people. This new opening is part of the company’s commitment to Catalonia, where it has 42 stores and employs 253 people, and pays tribute to a key store in its history, consolidating its role as a leading jewelry brand in the region.