TOUS Boosts Its Strategy with the Renewal of Its Marketing Leadership: Anaïs Durand and Anna Sió at the Forefront of Change

The iconic jewelry brand TOUS, globally recognized for its unique style and dedication to creativity and self-expression, has taken a significant step forward by renewing its marketing leadership. This decision, marking a new chapter in the brand’s evolution, reflects TOUS’s focus on growth and the preservation of its legacy, while remaining at the forefront of the jewelry industry.

As part of this change, Anaïs Durand has been appointed Brand Development Director, while Anna Sió will assume the role of Marketing and Communications Director. These two executives, key figures within TOUS, will take on strategic roles aimed not only at strengthening the brand’s positioning but also at enhancing its social and cultural impact. Through these appointments, TOUS reaffirms its commitment to internal talent and a vision that projects both the present and future of the brand.

Anaïs Durand’s Vision: Preserving the TOUS Legacy

Anaïs Durand, who has led TOUS’s marketing area for the past eight years, takes on this newly created role that highlights her dedication to the brand’s development and preservation. As Brand Development Director, Durand will be responsible for ensuring that the legacy of TOUS remains intact while adapting to contemporary demands. One of her major challenges will be to lead socio-educational impact projects, such as the innovative TOUS Future Talent program, TOUS School, and the recently launched TOUS Creative Design Crafts, a collaboration with the prestigious Elisava design school. This latest program aims to foster creativity and innovation within jewelry design, strengthening TOUS’s ties to education and young talent development.

In addition, Durand will head the preservation of the TOUS Heritage archive, a collection of pieces, documents, and objects encapsulating TOUS’s history and spirit. Durand will not only be the custodian of these elements of the brand’s history but will also reinterpret them to ensure they continue to resonate with new generations. In her own words, Durand expresses her enthusiasm: “I am thrilled to take on this new role, which will allow me to continue promoting the innovation and creativity that have defined TOUS from the beginning. This position offers a unique opportunity to contribute to TOUS’s cultural projection and to develop projects that reinforce our commitment to artisan tradition and positive social change.”

Anna Sió’s Strategy: Connecting and Engaging New Audiences

Anna Sió, who steps into the role of Marketing and Communications Director, has a flawless track record within TOUS, having led the brand experience development as the former Director of Brand Experience. With over two years of experience at TOUS, Sió has worked hand in hand with Durand in the renewal and evolution of the brand’s identity. This journey has given her an integral understanding of TOUS’s values, with a particular emphasis on digital transformation and the importance of connecting authentically with audiences.

In her new role, Sió’s mission is to solidify TOUS’s relationship with its current customers while also aiming to attract new audiences. Her approach is clear: to reinforce the brand’s values of boldness, creativity, and humor. Sió comments, “It is an honor to assume this new responsibility. The evolution of TOUS has been an enriching project, and I am committed to continuing the work to keep the brand culturally relevant and exciting for those who choose it. We want TOUS to be a symbol of self-expression and unique style.”

A Strategic Pillar for the Future: The Vision of TOUS’s CEO

Carlos Soler-Duffo, CEO of TOUS, highlights the importance of these appointments as a reflection of the company’s commitment to its strategic GEM plan, which stands for Growth, Elevation, Mindset. This plan serves as a roadmap towards growth that is not only commercial but also a cultural transformation that deepens TOUS’s values and essence.

Soler-Duffo praises Durand and Sió’s ability to understand and convey TOUS’s DNA: “Anaïs and Anna have demonstrated a deep knowledge of the brand, its history, and the values that define our path. Their vision will allow TOUS to continue evolving while maintaining an authentic and lasting connection with our audience.”

The Renewal of TOUS: A Brand in Constant Motion

TOUS is more than a jewelry brand; it is a symbol of elegance, tradition, and creativity that has managed to adapt to the times without losing its essence. With the renewal of its marketing leadership, TOUS reaffirms its commitment to a future where boldness and innovation remain key, without neglecting the rich heritage that has made it a global benchmark.

In an ever-changing industry, TOUS anticipates trends and sets the path with visionary projects and a committed direction. The addition of new voices and perspectives within its executive team ensures that TOUS will not only remain relevant in the present but will continue to leave an indelible mark in the world of luxury and jewelry. With these appointments, the Spanish brand advances toward a future where luxury and creativity harmoniously blend, inspiring new generations and a discerning audience that seeks authenticity and exclusivity.

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