If you love jewelry that doesn't take itself too seriously, you're probably a fan of Tous. The Spanish brand has perfected the art of playful chic, blending whimsical designs - like its famous teddy bear motif - with sophisticated craftsmanship. Their pieces add a touch of personality and fun to any look.
For those who adore the charming, youthful vibe of Tous but are looking to discover new designers, we've rounded up 19 similar brands that deliver that same playful spirit. From colorful statement pieces to delicate charms, here are the brands worth adding to your jewelry box.
Known for its bright and cheery aesthetic, Kate Spade offers jewelry that is equally fun and sophisticated. Their collections are packed with colorful enamel, glittery details, and quirky motifs like hearts, bows, and cityscapes. Think of it as the go-to for adding a pop of preppy, polished fun to your look.
While Tous has its iconic teddy bear, Kate Spade leans into a broader range of playful, feminine symbols. The vibe is similarly joyful and high-quality, but with a distinctly American, more structured feel. It’s perfect if you love expressive jewelry that still feels classic.
Shop now at katespade.com
Alex and Ani is all about jewelry with a personal touch, best known for its stackable charm bangles. Their pieces focus on meaningful symbols, spiritual icons, and positive energy, making each item feel special and customized. The brand is built on telling your own story through a mix-and-match collection of charms.
Like Tous, Alex and Ani creates jewelry that is expressive and playful. However, their aesthetic is more bohemian and casual, focused on building a personalized stack over time rather than wearing a single statement piece. If you love the symbolic nature of Tous, you’ll appreciate the deep storytelling here.
Shop now at alexandani.com
If you're drawn to the elegant side of Tous, Swarovski brings the sparkle. Famous for its precision-cut crystals, the brand offers a dazzling array of necklaces, earrings, and rings that feel glamorous yet fun. Their designs often feature whimsical shapes and bold colors, proving that sparkle can be playful too.
Swarovski offers a more high-glam, luxurious alternative while still sharing a love for creative and eye-catching designs. It’s less about a singular charming motif and more about making a brilliant, colorful statement for both everyday and special occasions.
Shop now at swarovski.com
For those who love to stay on top of the latest trends, BaubleBar is your playground. The brand is known for fun, vibrant, and affordable jewelry that lets you experiment without breaking the bank. Think oversized statement earrings, colorful beaded necklaces, and cheeky customized pieces.
BaubleBar shares Tous' commitment to playful self-expression but does it with a louder, trend-driven voice. While Tous offers timeless charm, BaubleBar is all about capturing the moment's biggest accessory trends with maximum fun and accessibility.
Shop now at baublebar.com
Missoma has become a favorite for its cool, contemporary layered jewelry. The brand strikes a perfect balance between playful charms, colorful enamel, and sophisticated gold chains, making it ideal for creating a personalized neck stack. It’s what all the "it" girls are wearing for a reason.
While Tous leans into a more whimsical, charming aesthetic, Missoma's vibe is modern and slightly more understated, focusing on sleek shapes and mix-and-match versatility. If you love the personality of Tous jewelry but want something with a more minimalist, London-cool edge, Missoma is for you.
Shop now at missoma.com
Pandora is the undisputed queen of customizable jewelry, celebrated globally for its iconic charm bracelets. Each charm is designed to represent a personal memory, passion, or milestone, allowing wearers to build a unique collection that tells their life story.
Both Pandora and Tous tap into the desire for sentimental, playful jewelry. The core difference is Pandora’s focus on modular design. Where Tous offers whimsical, pre-designed pieces, Pandora invites you to become the designer, curating your own collection piece by piece.
Shop now at pandora.net
Lulu DK creates jewelry that feels like wearable art. Known for bold enamel cuffs, colorful necklaces, and whimsical charms inspired by nature and travel, their pieces are designed to make a statement. It’s the kind of jewelry that starts conversations and instantly brightens up an outfit.
Compared to Tous’s more delicate feel, Lulu DK is unapologetically bold, colorful, and maximalist. Both brands celebrate playful, artistic motifs, but Lulu DK’s pieces are larger in scale and a bit more boisterous in spirit - perfect for when you’re feeling extra expressive.
Shop now at luludk.com
J.Crew has mastered the art of "classic with a twist," and its jewelry collection is no exception. You'll find timeless crystal necklaces alongside funky, colorful floral earrings and chunky chain-link bracelets. It’s the perfect blend of polished, preppy style and unexpected, humorous details.
Like Tous, J.Crew's jewelry is designed to be approachable and add a pop of personality. The style is less about a single iconic animal and more about infusing classic silhouettes with surprising colors and materials. If your playful side is also a little bit preppy, you’ll feel right at home here.
Shop now at jcrew.com
Mejuri brought "fine jewelry for every day" to the mainstream with its minimalist and high-quality designs. While many of their pieces are classic and understated, you’ll find plenty of playful details, like croissant-inspired hoops, tiny engravable charms, and pops of colorful enamel that feel both fun and modern.
Where Tous's playfulness is front-and-center, Mejuri's is more subtle and refined. The focus here is on delicate, layer-friendly pieces made from solid gold and precious materials. It’s perfect for someone who loves a hint of whimsy within a sleek, minimalist wardrobe.
Shop now at mejuri.com
Lily and Lotty specializes in sterling silver and diamond jewelry that feels delicate, romantic, and whimsical. Their collections are filled with darling little pendants - think hearts, stars, and tiny animals - on fine chains that are perfect for layering or wearing alone for a subtle sparkle.
This brand shares Tous's love for cute and feminine motifs but executes them with a daintier, more understated touch. If you find Tous a bit too bold at times, Lily and Lotty offers a softer, more minimalist way to wear playful charms.
Shop now at lilyandlotty.com
Kate Lynn is a go-to for fun, trendy, and budget-friendly jewelry. They offer a ton of designs featuring cute and charming motifs, a bit like a more accessible take on designer styles. From animal studs to crystal pendants, their pieces are designed to bring a little joy to your everyday look.
If you love the playful themes of Tous but want them at a much lower price point, Kate Lynn delivers. It's a great choice for experimenting with fun trends or picking up a cheerful piece of jewelry just because.
Shop now at katelynnjewelry.com
Dogeared creates simple, delicate jewelry that’s all about meaning. Each piece, from the tiny sailboat charm necklaces to the simple karma rings, comes on a card with a message of encouragement, love, or inspiration. It’s jewelry that feels both personal and thoughtfully designed.
Like Tous, the brand celebrates self-expression. However, Dogeared is far more minimalist, focusing on tiny sterling silver and gold-dipped charms. It’s perfect for those who prefer their jewelry to whisper its playful message rather than shout it.
Shop now at dogeared.com
For truly one-of-a-kind playful jewelry, there’s no place like Etsy. As a global marketplace for independent creators, you can find everything from handmade polymer clay animal earrings to quirky personalized necklaces. It’s a treasure trove of unique, artistic, and charming finds.
While Tous offers a consistent, polished aesthetic, Etsy gives you access to an infinite variety of styles directly from artists. If you appreciate the creativity of Tous but want something completely unique that supports a small business, start exploring Etsy artisans.
Shop now at etsy.com
Jewelstreet is a curated marketplace that connects you with independent jewelry designers from around the world. It’s a great platform to discover unique voices in design, many of whom specialize in colorful, whimsical, and handcrafted pieces that feel both modern and special.
Similar to Etsy but with a more curated, boutique feel, Jewelstreet is like having a personal shopper for unique jewelry. It shares Tous's passion for distinct design, but showcases a much wider range of aesthetics from hundreds of emerging and established talents.
Shop now at jewelstreet.com
Lagos offers a more luxurious and sophisticated take on playful jewelry. The brand is known for its signature Caviar beading - a textured design of sterling silver and 18K gold spheres - often mixed with vibrant gemstones. Their pieces feel bold, textural, and incredibly chic.
While Tous's playfulness is lighthearted and sweet, Lagos's is rich and elevated. Both brands use color and unique shapes to make a statement, but Lagos targets a more mature, luxury-focused customer who loves jewelry with artistic depth and substance.
Shop now at lagos.com
An Etsy success story now with its own storefront, MignonandMignon creates beautiful, delicate, and often personalized jewelry. Their specialty is thin bar necklaces, tiny initial charms, and dainty stacking rings that have a subtle but undoubtedly sweet and playful charm.
Both this brand and Tous excel at elegant playfulness. MignonandMignon’s approach is far more minimalist and centered around personalization, making it perfect for everyday wear and meaningful gifts. It's the ideal choice if you love dainty, light-as-air reminders of things you love.
Shop now at mignonandmignon.com
Fossil brings its signature vintage-modern aesthetic to its jewelry line, creating fun, and accessible pieces with a hint of nostalgia. You can expect playful charms like arrows and celestial symbols alongside classic watch-strap inspired bracelets and beaded necklaces - all with a cool, ready-for-anything feel.
Fossil shares Tous's love for symbolic motifs, but its style has a more Americana, slightly rustic vibe. If your playful aesthetic leans a bit more bohemian and vintage-inspired, Fossil’s jewelry offers a great 'everyday adventure' alternative.
Shop now at fossil.com
Injecting maximum fun into your accessory game is Calia by Carrie's specialty. This brand is full of bold, colorful, and trendy pieces featuring motifs like smiley faces, peace signs, and lightning bolts in bright enamel and chunky acrylics. It's vibrant, joyful, and does not take itself seriously at all.
If Tous represents a sophisticated and whimsical charm, Calia by Carrie is its unapologetically loud and fun younger sister. This brand is all about pure, unadulterated playfulness, perfect for making a vibrant, cheerful statement that feels very of-the-moment.
Shop now at caliaandco.com
For a high-end, artistic take on playfulness, look no further than Sophie Bille Brahe. The Copenhagen-based designer is renowned for her modern, avant-garde pearl and diamond pieces. Her creations often feature whimsical arrangements and flowing, elegant lines that feel both timeless and refreshingly contemporary.
This brand operates at a much higher price point, offering a minimalist, "quiet luxury" version of whimsical design. Where Tous is cute and charming, Sophie Bille Brahe is ethereal and poetic. It’s for the person who loves playful concepts executed with the utmost in Scandinavian refinement.
Shop now at sophiebillebrahe.com
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