Jewelry • B2B
Operating at opposite ends of the jewelry sector, TOUS and Circa have mastered their craft with a dedication to quality and customer satisfaction.
Can you tell us about the company’s history?
ALBA TOUS My mother built a workshop where she started making jewelry for everyday use. This was new because back then jewelry was only worn on special occasions. She was a pioneer because she created a new language that helped democratize jewelry. We have been following this spirit since then. We are four sisters, and we all grew up in the store and became devoted to it. One store was small for all of us to work in, so we started opening others. We opened one in Lleida in 1985 and another in Barcelona in 1989. From there, we only grew.
ROSA TOMÀS The company was established in 2000 after we identified the need in the market for high-quality jewelry. People needed a location where they could sell their luxury watches and jewelry in a discreet manner. We hired gemologists and people with years of experience in the market and focused on improving customer experience. We wanted people to have a sense of privacy and confidentiality. The company saw immediate success, and we expanded into the US, Hong Kong, and Europe, opening in Barcelona and Madrid in 2013. We used our operations in
Spain as a base to also cater to clients from France, the UK, and Italy. Notably, around 60% of our clients are repeat clients or referrals. We have a close relationship with our clientele and are committed to educating them about gemology.
What led to TOUS’ growth in Spain and other markets?
AT In 1997, we had a network of stores in Spain, and we grew with participated companies, which allowed us to grow rapidly. In 1998, we started offering bags made with leather and silver. In 2000, we also started selling fragrances, which allowed us to expand the brand further. From there, we started the internationalization process. We are present in over 54 markets. After Spain, we expanded into Japan, the US, Germany, Mexico, Puerto Rico, the Dominican Republic, and Venezuela. Half of our revenue comes from international markets, but Spain still makes up the core of our business. We are also improving our website as a strategy to better engage with TOUS lovers. For 2020, which marks our 100th anniversary, our focus is on strengthening our presence in the markets we are already in. We have had a great deal of success in Russia and are expanding our presence in Korea. We have many ongoing projects and will focus on consolidation in 2020.
Which are your main markets and how do you plan to build up your clientele?
RT The UK, France, and Italy are our strong markets because people in these markets are more willing to sell secondhand jewelry. The Middle East is a potential market for us and for highend brands in general, but we have not taken any steps to enter markets in the region. We mainly get clients through advertising on the internet and wordof-mouth. Most of the time, people hear about us from professional jewelers. We regularly receive calls and walk-ins, though at the same time we are always working to grow our brand’s popularity. We advertise in fashion magazines and work to leverage our online advertising presence. For example, we launched our new website in mid-2019. With our e-commerce offering, clients can send their jewelry using a secure carrier. This also enables us to evaluate and assess their jewelry in the most efficient way.
What roles does innovation play at TOUS?
AT At TOUS, innovation is not a department, but an attitude. TOUS has become a world reference in the field of jewelry for having proposed a new language by conceiving unique pieces capable of adapting to the tastes and needs of its clients. We have also managed to adapt to changing times and trends. We have made design and technology our hallmarks. We have been a pioneer in the use of electroforming, a technique that allows us to produce light-weight pieces of considerable size.
What are your main objectives for 2020?
RT My main objective is to raise our purchase rate by around 25% and implement the Circa mailing buying process. We are trying to find the clients that own unique pieces. A client once called me and said their diamond might be too big for us to be interested in—that is never the case. The bigger and more unique the piece, the more interested we are. We are exceptionally knowledgeable about our business line, thanks to our experienced teams across the world. We can find buyers for almost any piece. ✖