Precious Metals & Bench: News
Generation X is growing older and wiser and has more discretionary
It's undeniable Gen X consumers have different fashion tastes
than the older Baby Boom generation. A yearning for simplicity,
an ironic playfulness and a sophisticated eye for design are
hallmarks of this up and coming generation of jewelry
The Tous line, designed by Rosa Tous and her two Gen X daughters,
Rosa and Marta Tous, aims to please. The company's experience
in Spain and the rest of Europe, where the line is avidly collected
by younger consumers, demonstrates the Tous family is on to something.
Available in gold and silver at average retail prices of $500
and $150, Tous jewelry has a U.S. base in Walnut Creek, CA, where
it has a fashionable boutique and operates its U.S. distribution.
The company touts its styles as impulse buys for upscale women.
The strategy: hook the Gen X woman on its brand while she's
still forming her style sense and have a customer for life. For
the jewelry retailer, pleasing a younger customer buying her
first fine jewelry is a key to the future.
- Tous, Walnut Creek, CA; (925) 280 5444, e mail firstname.lastname@example.org.
Peggy Jo Donahue
||Simplicity forms the basis of the Tous Oval collection.
|The Tous Mediterranean Collection is playful
||Avant garde necklace features white metal, open
links and gray pearls, all of which appeal to Gen X customers
Copyright © 1999 by Bond Communications.