A New Era at Tous
Spanish jewelry house Tous has announced Susana Sánchez as its new CEO, succeeding Carlos Soler-Duffo, who held the position for six years. Sánchez will report directly to president Alba Tous, marking a significant leadership transition for a brand often called the pioneer of “affordable luxury.”
Who Is Susana Sánchez?
Sánchez brings over 25 years of retail experience, most recently as managing director at Spanish seafood company Grupo Profand. While that background might raise eyebrows—seafood to fine jewelry is not the most obvious pivot—it signals Tous’s desire to prioritize retail operations, scalability, and market penetration over traditional jewelry heritage.
The Strategic Agenda: GEM Plan
“With Susana’s arrival, we are embarking on an exciting phase in which we continue our GEM [growth, elevation, mindset] strategic plan,” Alba Tous said in a statement. The plan highlights expansion, brand elevation, and a sharpened mindset around innovation. Yet the obvious question remains: will Tous double down on heritage jewelry, or chase global trends in ethical jewelry, sustainable gemstones, and even lab-grown diamonds?
Continuity or Risk?
Soler-Duffo leaves behind a six-year tenure that strengthened Tous’s position as a global “affordable luxury” player. The Sánchez era will likely emphasize aggressive retail scaling, but that comes with risk: younger consumers expect traceability, lab-grown gemstones, and accountability. Can Tous deliver substance behind the sparkle, or will it remain locked in a mid-tier branding cycle?
My Take
Tous’s appointment of Susana Sánchez reflects both ambition and vulnerability. On one hand, it signals a pivot toward operational retail muscle. On the other, it risks alienating consumers who no longer see “affordable luxury” as enough. In today’s market, success requires not just growth—but growth that aligns with authenticity, sustainability, and credibility through institutions like GIA.