Madame Tous celebrates Jennifer Lopez as new face of TOUS jewelry

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Madame Tous, owner of TOUS Jewelry, and her daughter Rosa Tous celebrated the launch of their fall-winter 2011 collection and announced Jennifer Lopez as the new face of the brand Wednesday at the Soho House in Hollywood.

The fall Tous collection is inspired by the 1950s. “You can see these earrings were inspired by the curls in ‘50s-style hair,” Rosa Tous said, referring to the earrings from the line’s Rita collection. “And this one is inspired by the Harry Bertoia diamond chair” she continued referring to the mesh ring and cuff from the collection.

Apart from being the eldest daughter of the owner of the thriving Spanish family business, Rosa studied gemology in Santa Monica in the 1980s. Now working with the company, she spends most of her time in Spain with her three children. She and her mother were both excited to be in Los Angeles. “We don’t come to L.A. often, so this is a special trip for us,” Rosa said.

The previous TOUS sales campaign was represented by Euro-pop princess Kylie Minogue. “She’s huge in Australia, Europe and Asia,’ Rosa said. “But she is not very well-known here and we are focusing on the U.S. market right now.”

Enter J Lo.

“We were looking for someone that was a huge hit here in the U.S. as well as the rest of the world,” Rosa said. “We are also very strong in the Latin market … so it was a perfect fit.” When Madame Tous and Lopez met for the first time it was like they had known each other for years. “It was more like a mother-daughter talk,” Rosa said.

Both Madame Tous and Rosa were looking forward to attending the ‘American Idol’ finale later Wednesday. “We can’t wait to see the TOUS pieces she will be wearing on the show,” Rosa said.

-- Raha Lewis

Top photo: Madame Tous, left, and daughter Rosa Tous. Credit: Raha Lewis

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