Editor’s Note
In a move to enhance transparency and sustainability, Tous has partnered with Tracemark to provide customers with detailed traceability information for its jewelry, reinforcing its commitment to ethical sourcing.
As part of its sustainability strategy, Tous aims to guarantee the traceability of its jewelry pieces. To achieve this, the company announced a partnership with Tracemark, a specialist in this field, to provide the brand’s customers with detailed information about the origin of each jewelry item.
Pieces from the Spanish brand will feature an alphanumeric code engraved on the jewelry and a QR code on the tag. These codes will provide information on the origin of the materials, the manufacturing process behind each piece, and the relevant certifications. Scanning either code will lead to a personalized, interactive dashboard created by Tracemark, where customers can consult details about the material provenance and the conditions under which the piece was created.
Although the firm aims to make this a regular practice for transparency and sustainability, it will begin with a pilot test. This test will be conducted with the Teddy Bear Stars collection in gold and diamonds. The collection was first presented in December 2020 and will be relaunched in April in Spain, Mexico, Portugal, and Russia. On this occasion, the pieces will be accompanied by these traceability codes.
Tous’s objective is to promote ethical jewelry. Through this transparency tool, the brand seeks to demonstrate that both the gold and diamonds in this collection have a 100 percent ethical and responsible provenance.
Recycled gold is considered one of the best practices in sustainability, as it does not come from mines and reduces its carbon footprint by 99 percent. Regarding the diamonds, they are certified under the Kimberley Process, which guarantees authenticity, provenance, and ethical extraction. To obtain this certification, it must be verified that the diamonds are conflict-free, meaning they originate from legitimate trade.
Tracemark is considered the pioneering company in guaranteeing complete traceability for jewelry pieces. Furthermore, it only works with companies certified by the Responsible Jewellery Council (RJC). The partnership between Tracemark and Tous means the Spanish brand’s jewelry is now backed by a third party. This ensures that quality standards are externally certified and that there is an entity responsible for verifying compliance.