The idea is to have fun. The concept, look for the maximum connections no matter how impossible they may seem. And the result is the different, surprising, experimental and radically customizable jewelry that Marta Tous leads under the name of Suot. The real reason for Suot, which the quickest ones will have already seen is Tous written backwards, is to activate the most creative part of jewelry, without losing its artisan roots, in a project that turns the client themselves into the final link. , but at the same time in the most important, the truly essential, of a long chain of collaborations. Because as Marta Tous (Manresa, 1973) explains, who has not only been the creative director of Tous for more than a decade but also the promoter of this experimental and parallel project that is Suot Studio, “a jewel is not finished until you wear it. ”.
In her native and familiar Tous, Marta has been nourished by the authentic DNA of the brand and the essential bases of the most traditional jewelry to understand that within a giant like Tous we must innovate and take risks. But everything has a limit. So to break, to truly change, to embark on a truly new path she found it necessary to find her own shortcut. That is Suot Studio, the fast track that has made the first person fall in love without the need for too many explanations, which not only draws on all that history and tradition of Tous, but also uses a huge amount of discarded materials such as gems that, due to their size, small tears or other imperfections were not suitable for the mother brand but they become the unexpected and beautiful protagonists of this experiment born right after the pandemic.
“During that confinement is when I noticed all those necessary connections that allowed me to make this story that had been growing in my imagination for years come true,” explains Marta Tous, who in her adventure has not only sought a new nature for her jewelry (in addition to the discarded gems and pearls until recently enclosed in large vases to which he gives a second and brilliant life, he works with synthetic diamonds and gold-plated sterling silver, 14k gold and titanium) but also for its unique structure created with collaboration with groundbreaking image and communication professionals.
Different people, like her and her idea. He found those necessary actors who contributed their vision outside the jewelry world with “Nadie, the creative agency that makes the strategy, or what we call the kitchen, and Pelonio, the communication company that puts on the party and that has given us helped show what Suot is.” Carlijn Jacobs photographed, with total freedom, the first campaign of this invention while the stylist Alba Melendo became the image advisor of Suot Studio in which, as has already been said, also the community (“everything is worked and sold on- line as well as in selected points of sale such as Santa Eulalia in Barcelona and Wow in Madrid, although there is also a lot of live showcooking in fun and surprising spaces in different Spanish cities and lately also in Mexico,” explains Marta Tous) has the last word . An essential weight.
Everyone knows that one of the curiosities of the firm is that its most representative designs of the brand can be disassembled to be reconstructed in the way that each one wants. “They are earrings that are assembled with other earrings and that are shortened or lengthened according to the needs or taste of the wearer,” explains Marta Tous, delighted with the reception of this genderless brand that “allows you to play and invites, in its connections , to professions from other sectors such as Abraham Ortuño, from the Abra brand, who completed his looks from his first and applauded ready-to-wear collection on the Mercedes-Benz Fashion Week Madrid catwalk in 2021 with a capsule of jewelry inspired by the piercing next to Suot.”
In addition to the more conceptual lines, Suot Studio also has a proposal that is a little, just a little, calmer. These are basics in the form of minimal rings that are added to those transformable earrings, to the thick chain necklaces that couldn’t be cooler and to the most daring ear cuffs, with which this brand demonstrates its capacity and its openness to all shapes. and new material.
Summarizing the three basic lines are those Connections, built from transformable earrings composed of interchangeable noble metal plates so you can build your own design; Half Cut, based on the concept of using broken gems to give them a new useful life; and finally its Basics line, with geometric and simple designs that follow a linear and refined aesthetic.
