TOUS reinvents the in-store experience with TOUS x Friends, an initiative that celebrates friendship, creativity, and the power of sharing.

Aligned with its innovation strategy, TOUS introduces TOUS x Friends, a pioneering activation in the jewelry retail sector that transforms store visits into experiential plans designed to connect with Generation Z.

TOUS x Friends reinforces the brand’s commitment to offering memorable, emotional, and shared experiences. Designed for groups of friends, the initiative focuses on friendship, play, personalization, and shared use of jewelry, reclaiming jewelry not just as an accessory, but as a way to live and connect with others, in tune with new consumption dynamics.

The experience will be available starting May 12 at the TOUS store on Rambla Catalunya (Barcelona) and can be enjoyed until the end of June, free of charge and without prior appointment, during regular store hours.

TOUS x Friends invites groups of friends (minimum three people) to enjoy a unique in-store experience: a screen, their phones, and a short quiz to discover their friendship vibe together. Based on their answers, they receive a personalized selection of jewelry that reflects their shared style and shapes their shared jewelry box—a concept designed to be lived, exchanged, and enjoyed.

Once the shared jewelry box is created, the experience continues through WhatsApp and other digital channels, with invitations to events, exclusive content, and more opportunities to stay connected with the TOUS universe.

TOUS embraces an innovative vision of jewelry use: each piece can change hands, looks, or meaning depending on who wears it, how it’s combined, or the plan at hand. This approach celebrates the free creativity of Gen Z, who seek not just products but experiences that generate emotional connection.

In this way, the brand transforms the shopping process into a shared experience, celebrating friendship and self-expression among friends. TOUS x Friends is a new way to experience jewelry: fun, free, personalized, and above all, shared.