Spanish jewellery brand Tous has marked a new milestone by opening its first store in the German capital. Located at Neue Schönhauser Str. 6 in the vibrant Mitte neighbourhood, the boutique introduces a concept that merges the brand’s playful identity with Berlin’s creative energy. Launched under the claim ‘A New Bear in Town’, the project pays tribute not only to the city’s cultural dynamism but also to its iconic symbol: the bear.
The centrepiece of the new store is a striking oversized sculpture of the Tous bear, setting the tone for a space where jewellery becomes an immersive experience. Inside, organic shapes and expressive colours shape a vibrant atmosphere that mirrors both Berlin’s edge and Tous’ century-old craftsmanship. Beyond showcasing jewellery, handbags, and accessories, the space offers exclusive services, including infinity bracelets, personalised engravings, and even handbag customisation, inviting visitors to make each piece their own.
“This opening represents a milestone in the implementation of our international strategy within the GEM (Growth, Elevation, Mindset) framework, a gateway to the world with a unique model that continues to elevate the brand,” says Carlos Soler-Duffo, CEO of Tous. For the Spanish brand, the new location is not just another store, but a way of becoming part of the city’s creative heartbeat. “Berlin is a city with unmatched energy, where history, innovation, and creative freedom converge. We want to be an active part of that conversation, building real connections with people,” adds Anna Sió, Marketing and Communication Director.
