The world of jewellery is constantly evolving. Creativity changes the industry landscape, as does technology, with each generation that takes up the mantle. All of this is to say that longevity isn’t something that is guaranteed. For a market mainstay like Fred, a jewellery powerhouse turning 90 this year, the secret is simply staying true to itself. The story told nearly a century ago still rings true today. As the brand brings its travelling exhibition to its The Exchange TRX boutique, parading stunning archival creations until 12 July 2026, we look back at the path it left behind and trace the highs and highs of the heritage house.
MAN OF THE MOMENT
Fans of Fred would know that its ‘Sunshine Jeweller’ moniker is not something that came out of thin air. The visionary behind the brand, Fred Samuel, was born in Buenos Aires. His childhood memories were shaped by moments on the colourful city streets and the charming Mar del Plata beach. That is not to mention that his family fled Alsace-Lorraine at the height of the Franco-Prussian War. Appreciation for life came naturally to him.
Growing up in a household that dealt with precious stones, the founder took to jewellery making like a duck to water. His artistic sensibility, coupled with the inherited know-how, put him on the fast track. He was only 28 years old when he opened his first boutique. Not one to play it safe, he made 6 Rue Royale in the eighth arrondissement of Paris its base when his contemporaries flocked to the glittering Place Vendôme.
SIGNATURE STYLE
Fred Samuel’s affinity for sunlight and the radiance it evokes when it dances across gold and stones has led to the making of many masterpieces. Think yellow, pink, and white gold polished, brushed, carved, chased, gadrooned, and braided. Gemstones cut and set to reveal light in all its brilliance. His relentless pursuit of excellence has become the bedrock of the brand’s identity. In fact, his fingerprints are still all over Fred’s modern-day designs.
Take Chance Infinie as an example. The lemniscate that anchors the collection mirrors Fred Samuel’s attitude towards both life and business, seizing opportunity wherever he found it, making his own luck. His love for water sports, conversely, serves as the blueprint for the Force 10 line. Fun fact: it was his elder son Henri, a sailing champ, who set the whole thing in motion with a bracelet made of steel marine cables and yellow gold rivets.
IN GOOD COMPANY
Over the course of nine decades, Fred has courted a number of reputable figures, many of which from the creative scene. Its immaculate track record draws great talents for artistic collaborations. French graphic designer Jean-Paul Goude and Japanese fashion designer Tomo Koizumi, for instance, had once reimagined the tiny figurines dubbed the Freddies. Bernard Buffet, Jean Cocteau, and Mirosław Brożek also left their marks at the house.
When it comes to celebrity endorsement, the brand has proven to have a lot of pull, especially in the film industry. From Marlene Dietrich and Grace Kelly, who famously wore the ring that informed the Ombre Féline design, to Julia Roberts in that scene in Pretty Woman, Fred’s list of clientele is as illustrious as its jewels. The same standard still applies today, as it appoints cultural icons such as Jin of BTS and Guan Xiaotong as ambassadors.
| SHARE THE STORY | |
| Explore More |
