Paris may be the city of its birth and heart, but the French Riviera is where FRED’s soul truly lies. And for its newest “Live the Joy” campaign, it’s to the clear, sunny skies and twinkling waters of the coastal region that the French jeweller returns.

Featuring a series of images (and numerous mini films), the campaign captures the joie de vivre that is so synonymous with the jeweller, while celebrating the joyous moments of everyday life that one shares with friends and loved ones. It’s a campaign that anyone living on this island can relate to, with the stylish, carefree scenes unfolding to a backdrop of the sun, sand and sea, and FRED’s Force 10, Chance Infinie, Pretty Woman and Par Amour collections making star appearances to commemorate the occasions.

All in all, the campaign invites you to embark on a visual escape while showcasing to full effect just how the modern‐chic designs—characterised by confident, fuss‐free lines with minimalist tendencies—were made for those looking for versatile pieces that accentuate their personal style.

The nautical sailing‐cable‐inspired Force 10, for example, lets you build your own unique look, with the easy interchangeability of its cable‐twisted bands allowing for a myriad of styles. The lucky Chance Infinie, with a modified infinity symbol at the centre of its creations, presents personal talismans that you can wear alone or with other baubles of choice.

From the heart motifs of the Pretty Woman collection (which got its name from the hit movie in which a FRED necklace makes a significant cameo appearance) to the dazzling engagement rings and wedding jewellery in the Par Amour range, FRED’s signature designs are instantaneously recognisable yet remain incredibly versatile and easy to wear—just so you can focus on what matters most: Living your life to the fullest and doing it in absolute style.