The Golden Odyssey of FRED, The Sunshine Jeweller
We trace the origins of the French jewellery house FRED, and the dazzling collections that have become the jewels in its crown.
Capturing the essence of light and joy, FRED was created out of the artistic vision of founder Fred Samuel, to stand out in world of niche jewellery-making. Its incredible story begins with the journey of Samuel, whose life was as rich in experience as the gems he would come to craft.
Born in 1908 to French parents, who had emigrated to Argentina after the French defeat in 1870, Samuel grew up in the vibrant city of Buenos Aires. Influenced from a young age by his jeweller father, and his uncle, who was a gemstone dealer, Samuel’s destiny was irrevocably entwined with the allure of jewellery from the outset: “I knew that the sparkle of the stones I loved so much—and which truly thrilled me—would help me on my path in this world.”
At 16, Samuel set sail for France, where he trained in the jewellery industry with the Worms company as a trader in precious stones and pearls. In 1936, at age 28, Samuel established his eponymous boutique on Rue Royale in Paris—a place where his passion, optimism, and resilience would reflect in his creations.
Ahead of the curve
The 1960s was a time of vibrant creativity and growth for FRED. Having established an impressive list of clients that saw royalty and Hollywood stars the likes of Douglas Fairbanks, Marlene Dietrich and Barbara Hutton, Samuel’s sons, Henri and Jean, joined their father in the business, marking a new chapter of international acclaim for the maison.
Expanding its footprint with the opening of additional boutiques from the sun-kissed Riviera to the cosmopolitan US, FRED evolved to offer not only exquisite jewellery, but also a range of luxury accessories and timepieces. This diversification appealed to an increasingly varied and discerning clientele, solidifying FRED’s position as a global arbiter of refined taste and style.
Samuel’s foray into the jewellery world was marked by audacity and innovation from the start. His first business card even read “Moderne, Joaillier, Créateur” (French for “Modern, Jeweller, Designer”)—a clear declaration of his forward-thinking and inventive spirit. This bold statement encapsulated Samuel’s philosophy that was underpinned by an enduring sense of joie de vivre, a quality that mirrored his personal zest for life and is still encapsulated in each FRED creation today.
Made for men and women, Samuel’s creations reflected his commitment to blending luxury with everyday wearability. As declared by its founder, FRED “creations are inspired by life, light, movement, energy”; its pieces exude a relaxed chic and informal glamour, even when adorned with the most exquisite diamonds and pearls. Notably, Samuel was a trailblazer in introducing the beauty of Japanese cultured pearls to France in the 1930s, earning recognition for a creamy pink shade affectionately dubbed the “FRED colour”, which became a signature.
A tribute to Samuel’s legacy
Today, FRED is a personification of what is written on Samuel’s first business card—The Sunshine Jeweller—not only in name, but also in essence. The maison’s iconic collections are an invitation to bask in the brilliance of life, to enjoy the warmth of the sun, and to celebrate each day with the same fervour as one would the extraordinary.
Take, for instance, the Force 10 bracelet, a FRED icon symbolising strength and resilience that was born from the Samuel family’s love for the ocean. Created in 1966 by Samuel’s elder son, Henri, its distinctive design marries a braided steel cable with a Force 10 Winch ring in gold that’s inspired by a marine carabiner. Known for its versatility, this emblematic piece has given rise to a comprehensive collection that extends from eyewear to a wide range of unisex jewellery, all distinguished by a laid-back sophistication and vibrant hues.
Then there’s Chance Infinie, a collection centred around the lemniscate, a symbol of infinity and eternity. While each piece is a talisman for protection, it is also a tribute to Samuel, who believed in creating his own destiny and turning “happy coincidences”, as he called them, into successes.
Last, but certainly not the least, is the Pretty Woman collection that is a bold declaration of love and a tribute to the movie of the same name starring the phenomenal FRED ruby and diamond hearts necklace in that unforgettable scene—it boasts a “heart within a heart” motif in rubellites and diamonds for the high jewellery creations, and white and pink gold for the fine jewellery pieces.