Spanish jewelry brand Tous has announced the appointment of Susana Sánchez as its new Chief Executive Officer, following the departure of Carlos Soler-Duffo after 13 years with the company. Soler-Duffo spent seven of those years as CEO, guiding the brand through a period of transformation and steady growth. The company thanked him for his leadership, vision, and contribution in strengthening Tous’s position as a global leader in the affordable luxury jewellery market.
Sánchez, who will report directly to chairwoman Alba Tous, takes on the responsibility of accelerating the brand’s sustainable growth. Her appointment comes at a key time, as Tous is rolling out its GEM strategic plan, focused on Growth, Elevation, and Mindset. The plan highlights innovation, creativity, and building deeper connections with younger generations of consumers.
“With Susana’s arrival, we are embarking on an exciting new phase that continues our GEM strategic plan. Her deep knowledge of the fashion industry, her innovative vision, and her experience in global retail development reinforce our ambitions to elevate the brand to new levels of differentiation and innovation,” said Alba Tous in a statement.
Who is Susana Sánchez?
Sánchez is a highly experienced executive with over 25 years in the retail sector. A telecommunications engineer by training, she has held leadership roles in companies such as Profand Group, Bimba y Lola, and Dayaday. Most recently, she served as CEO of Portuguese fashion and accessories brand Parfois. During her five-year tenure at Parfois, she helped expand its international presence, strengthen its e-commerce channels, and consolidate its position in the global market. Today, Parfois operates over 1,000 stores in 70 countries.
Known for her customer-focused and performance-driven approach, Sánchez has expertise in strategy, digital transformation, international business development, sustainability, and corporate governance. She has also worked closely with family-owned businesses and has a reputation for leading multicultural teams with passion and a clear vision. In 2022, she was recognised as one of PwC’s Women to Watch.
Following Sánchez’s departure, Luis Maseres has been appointed CEO of Parfois. The Portuguese brand praised Sánchez’s leadership, highlighting the transformation and international expansion achieved during her time. With Maseres now at the helm, Parfois said it will continue to pursue growth and internationalisation strategies.
With Susana Sánchez now leading Tous, the brand is entering a new chapter. The focus will be on accelerating global expansion, strengthening sustainability efforts, and connecting with new generations who value both creativity and responsibility. The challenge ahead is clear: striking a balance between growth, authenticity, and innovation in a competitive jewellery market.
