Adorn Insight X Marta Tous
An Interview with Marta Tous
Our paths first crossed in the very early days of Adorn almost 10 years ago, when Maia and I had the privilege of meeting Marta, her sisters and her mother at their offices and workshop space just outside Barcelona. Since then, there have been some very interesting developments at TOUS including the launch of SUOT STUDIO, headed by Marta herself. After a recent catch-up call, I was eager to feature Marta on Insight and tell the evolution of the TOUS X SUOT STUDIO story.
Juliet Hutton-Squire (JH-S): What prompted the idea of SUOT and how does it fit within the vision for the future of TOUS? The brand names suggest much of the difference and yet the letters are a unifying link between them. I love the way you have subverted TOUS to become SUOT STUDIO. Please can you tell me more?
Marta Tous(MT): TOUS has always been driven by innovation and creativity, which is the reason why we developed a project like SUOT STUDIO. It allows us to risk, provoke, make mistakes without harming the main business. SUOT STUDIO opened our eyes to new directions, opportunities, and ways of doing and seeing. Inspired by a global movement susceptible to transformation, we asked ourselves questions around how we join the change and align our brand with experiential industry leaders and a fast-evolving end consumer. Our solution was to create a totally new project where we could apply a new level of creativity without disrupting and jeopardizing our core brand. Thus, SUOT is, in part, a project within the TOUS group and for TOUS. SUOT is a reflection of TOUS. It encapsulates the essence of the internal and creative processes that have always been present within TOUS. This is an idea we have had for sometime which now being realised and bought to market.
JH-S: What challenges do you think exist for a legacy brand like TOUS and does the launch of SUOT Studio address some of those concerns?
MT: On the contrary, it drives more than it addresses concerns since it enriches us as a group. The TOUS rebranding from two years ago reflects the evolution of the brand and its transformative spirit. We are always open, and mindful about everything that can be improved.
JH-S: Please describe your ideal SUOT STUDIO consumer.
MT: At SUOT we do not segment a specific target; we prefer talking about an attitude or a lifestyle. Society has changed; we no longer relate generationally, but rather through tastes, ideas, hobbies, and moments. SUOT approaches people eager to experiment, those with an aesthetic and exploratory vision, those who like creativity in the broadest sense of the word.
SUOT STUDIO pop-up
JH-S: Which brands would you like to be aligned with as SUOT STUDIO - both in jewellery and other sectors?
MT: We admire, but above all, we appreciate the work behind brands, projects, and creatives within and outside the jewellery industry. Hence, SUOT STUDIO was born to be close to the creative people; to learn, listen, talk, and collaborate with them. Jewellery is in our DNA, but we like being close to fashion and various artistic disciplines. From the start, we have collaborated with Abra, María Bernad, Alba Melendo, Carlin Jacobs, Jabones 33, Dan Cassab, amongst others. Soon we will be launching an exclusive collaboration with a contemporary art museum.
Modular jewellery
JH-S: What kind of conversation are you hoping to inspire through your jewellery and marketing campaigns?
MT: We always say that SUOT is a two-angled experimental brand. From the R&D perspective across all creative processes - from research and sample development to material search, innovation in techniques, and finishing - we constantly experiment to bring something new and unique to the market. The other angle is how customers interact with the piece. That’s why our creative proposal is based around modular jewellery. Jewellery is forever, which makes it sustainable and interesting, but at the same time, thinking about something long-lasting bores us. This is why our pieces are designed to be disassembled or worn in diverse and multiple ways.
JH-S: What has been your biggest challenge?
MT: Unlearn to learn and discover myself again in a new creative project. Leaving behind all the baggage I have acquired over the years as Creative Director of TOUS. It is an exercise in reconnecting with my true self, reflecting. This is your time to start a project from scratch, no limitations or 'responsibilities'. Asking myself questions like: What would you like to do? What do you enjoy? How would you do it? What would you bring to the table, and how would you talk about it?
JH-S: What are you most excited about?
MT: I feel excited to see how SUOT STUDIO continues to grow thanks to its proposal of customisation and play. Realising modular jewellery is gaining momentum and people are keen to experiment even more and bringing creative value to their day-to-day. Also, I’m thrilled about continue positioning ourselves in the market thanks to our creative and communication proposal, and to all the collaborations that are yet to come.
JH-S: How would you describe the future of jewellery from a product point of view?
MT: Transformation, modularity, and styling are concepts always present in SUOT STUDIO. Jewellery can evolve, change, mutate or be transformed. The effort that goes into storytelling about the experimentation and evolution of it, and knowing the customer can explore and spend time on enhancing their looks through jewellery.
JH-S: What do you think is going to change in the way people shop and style jewellery over the next 10 years?
MT: Compared to fashion, jewellery still has a long way to go. Customers must learn to face their fears of trying, changing, pairing, and playing. Just as we spend time thinking about what to wear everyday, I’d like to see styling with jewellery become natural and organic to society. For this reason, at SUOT, we promote our styling proposals: to normalise this concept.
Images: Courtesy of SUOT STUDIO.