Spanish jewelry brand Tous has appointed Susana Sánchez as its new CEO, following the departure of Carlos Soler-Duffo after 13 years with the company, as announced earlier this week. Sánchez previously served as CEO of Portuguese fashion and accessories brand Parfois, where she will now be succeeded by Luis Maseres.

As CEO of Tous, reporting directly to chairwoman Alba Tous, Sánchez will take on the challenge of “accelerating the company’s sustainable growth,” the Catalan company said in a statement. The appointment aligns with the implementation of Tous’s GEM strategic plan (Growth, Elevation, Mindset), which focuses on innovation, creativity and connecting with new generations.

“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 the global development of retail businesses reinforce our growth ambitions and our commitment to elevate the brand to new dimensions of differentiation and innovation,” said Alba Tous.

Sánchez, who has more than 25 years of experience in retail, is a telecommunications engineer by training. Over the past five years, she has served as CEO of Parfois, and before that, she worked at the Profand Group, Bimba y Lola, and Dayaday.

Alongside her appointment, Tous thanked Carlos Soler-Duffo “for his leadership, commitment and vision during his 13 years at the company, seven of them as CEO.” “During this period, marked by transformation and sustained growth, Tous has reaffirmed its position as one of the world’s leaders in the affordable luxury jewelry segment,” the company concluded.

Luis Maseres takes the reins of Parfois

For its part, Parfois has also announced a change at the top of its management. The Portuguese company continues to support Spanish talent, appointing Luis Maseres to the helm. With him as CEO, “it is embarking on a new phase in which it will continue to drive its strategy of growth and international expansion,” the company stressed.

The Portuguese firm also reflected on Sánchez’s five-year tenure: “Parfois has transformed, consolidating its international presence, strengthening its position in the sector and expanding its network of stores in strategic markets. It has also accelerated its online channel and strengthened its value proposition.”