Spanish jewellery and accessories brand Tous is on a mission to keep craftsmen at the forefront of the jewellery business.
Tous launched its Jewellery and Artisans School in October last year. As the brand’s first socio-educational project, the school aims to offer vocational training for young students from craft and jewellery schools from all over the world.
Simply put, it wants to keep the “age-old” jewellery craft and trade alive and kicking.
19 students from Spain and Mexico took part in the school’s first programme. Tous collaborated – either directly or through local workshops – with training centres in Madrid, Andalusia (Córdoba), the Canaries (La Palma), Galicia (Vigo), Catalonia (Vilafranca del Penedès and Barcelona) and Mexico (Mexico City).
The school combined theory and practice in lessons, which were based on the company’s expertise in manufacturing processes, and designed to complement what the Tous ‘apprentices’ had already learnt about making and repairing jewellery.
Tous Corporate Vice President Rosa Tous underlined the company’s commitment to recovering the “historic art of jewellery making” through the pioneering project. As a member of the Responsible Jewellery Council, she said Tous is “ready and willing” to weave its knowhow and experience into the Jewellery and Artisans School’s lessons.
Ms Tous said the school “fits perfectly” with the brand’s ‘our heritage inspires our future’ philosophy and tag-line.
“At Tous, we have spent almost a century [the brand will celebrate its 100th anniversary in 2020] working with love and dedication in an age-old trade,” Ms Tous said.
“Based on a firm commitment to take this profession beyond the bounds of our business and environment, we wish to share our legacy with new generations of jewellers and artisans so that they have the opportunity to forge successful careers, and to preserve a trade that is totally in sync with the community.
“The school fosters craftsmanship and restoration as paths of professional education. The initiative is intended to cement ties with the local communities in the more than 50 countries we operate in.”
The first programme was limited to centres in Spain and Mexico but other countries will be included in the schooling network, she added.
“Travellers are increasingly looking for authentic brands that have compelling, inspiring stories behind them,” Ms Tous said. “With its family values and commitment to creativity and teamwork, Tous has a strong story to tell and is a brand that resonates with today’s travelling consumers.
“The introduction of the Artisans School highlights the brand’s willingness to nurture new talent in communities where it operates and its aim to be the most desirable and successful affordable luxury jewellery brand in the world.”
