The jury of the National Marketing Awardsconvened by the Spain Marketing Association, has granted recognition in the special category of best business leader to Rosa Tous, Corporate vice president and director of relevance of Tousglobal jewelry brand whose origins date back to Manresa in 1920.

The National Marketing Awards are presented this year renewed, with the Updated categories and a jury criterion – which has been composed of 20 professionals – redefined for the occasion.

Rosa Tous takes the witness of Fuencisla Clemar, Vice President of Go To Market for Europe, the Middle East and Africa de Google, who collected recognition to the marketing promoter of marketing in the last edition of the awards.

Rosa Tous exercises as Corporate Vice President of Tous since 2013, functions that combines, among other things, with the presidency of the Association for the Defense of the Brand (Andema) and with her role in the Catalan Association of the Family Business (ASCF), of which she has been elected president in June of this year.

The recognition collected, as indicated by the bases of the contest, rewards a professional who has promoted marketing from its position to make it a key element in the management of the company or the institution that it directs.

Tous Marketing Initiatives

In this sense, it is worth noting some of the initiatives that Tous has launched over the last years, coinciding with the vice presidency of Rosa Tous. He has recently promoted Tous X Friendsan experiential activation in its Rambla Cataluña store, in Barcelona, ​​aimed at connecting the brand with the Z generation. The initiative has focused on the friendship and shared use of the jewels, and has proposed to groups of friends to discover what its shared jewelry style is like and stay united through Tous with exclusive content and access to events.

The brand has promoted a new store model expanding its retail proposal. Under the concept Tous housethe brand brings together its three main universes in the same space: Tous, Tous Atelier, its high jewelry line; and Suot Studio, his experimental jewelry division. It is a space with a creative approach that seeks to raise the shopping experience and reflect the bet of the crafts.

Rosa Tous herself described it through LinkedIn as “The tangible expression of our way of understanding jewelry: where design, creativity, innovation and emotion coexist in one place, in perfect balance ”he commented. “It is a place to celebrate the jeweler trade, explore new forms of expression and live unique experiences: from customization to custom pieces or a piercing studio”

In the last year Tous has also continued betting on sustainability and circularity. In the summer of 2024 he launched Tous afterlife denim, A limited collection of fashion accessories created in collaboration with the Infinite Denim company and from post -consumption jeans, recycled fibers and kapo vegetable fiber.

Beyond what is done in the last year, it is worth highlighting the brand renewal made in 2022 to reflect the updated Tous purpose, which was expressed in the motto “We Craft a World of Joy” (“We created a world of joy”), whose development had the collaboration of the consultant McKinsey and the Publicis agency; and an advertising campaign created by the Lola Mullenlowe agency,

The brand sought to boost the company transformation and its adaptation to the new market realities, after a complex period marked by the impact of the pandemic. The renewal was articulated around three axes: customer orientation, sustainability and improvement in work processes.

In the same way, another of the great marketing bets made by Tous was the publication of the documentary “BEAR” In September 2020. Throughout its 70 minutes the brand explored its history, its successful case as a small family business, the iconic features of its proposal, and its international impact.

The marketing strategy has contributed to the growth and development of the company, as part of the GEM (Growth, Elevation, Mindset), which has been applying during the last two years. According to the latest financial results, in 2024 LIn turnover of the company, it stood at 523 million euros, with a 9.4% growth compared to the previous year.

Among other data, digital sales increased their 10% compared to the previous year, and accounted for 23.5% of the total business. Tous has a network of more than 600 stores – of which 206 are in Spain – with a presence in forty countries.

Here you can expand our editorial coverage on the National Marketing Awards 2025:

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• Kyndryl has the best marketing team
• Majorica wins gold in brand construction
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• Calvo takes a gold for its advertising and communication
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