When we think of Fred, we instantly picture jewelry bathed in light, creations that breathe the sea, the wind, and a relaxed elegance. But what truly defines this Maison is its story. Fred Samuel, the founder, was not just any jeweler. He had a vision of his own: he wanted his jewelry to shine as brightly as the sun on the French Riviera, to move as fluidly as the waves, and, above all, to be worn without the need for a special occasion, just for the sheer pleasure of it.

And that’s exactly what he achieved.

Fred: jewelry that captures the light

From a young age, Fred Samuel was immersed in the world of precious stones. He grew up in Argentina, a country where nature is intense, where the light is dazzling, and where colors seem more vibrant than anywhere else. His father was a diamond dealer, and Fred quickly realized that gemstones were more than just luxury items, they captured and reflected light, they came to life against the skin.

When he opened his first boutique in Paris in 1936, he didn’t want to offer jewelry that was rigid and reserved for grand occasions. His goal was something entirely different: to create pieces that could be worn every day, like a second skin. He was drawn to warm-toned diamonds, golden pearls, and fluid designs that adapted to the wearer.

It was this free-spirited approach that would define Fred’s DNA and give rise to collections that would become iconic.

Force 10: when a simple gesture becomes a revolutionary jewel

The story of Force 10 began with an everyday detail. In the 1960s, Fred Samuel’s son, a sailing enthusiast, wore a marine cable as a bracelet. The image struck Fred: this simple rope, designed to withstand the wind and waves, could become a piece of jewelry in its own right.

He imagined a modular bracelet, composed of a braided steel cable and a gold buckle. The concept was groundbreaking: instead of creating a fixed piece of jewelry, he offered an evolving one. The cable could be swapped, the buckle’s color changed, the materials mixed and matched.

At the time, this was a revolution in the world of jewelry. A steel bracelet? A bold move! But Fred had no doubts. He knew this piece would resonate with both men and women, with those who loved the sea, with those who wanted jewelry that truly reflected who they were. And he was right: Force 10 became an instant success, a symbol of freedom and sporty elegance.

Even today, it remains a reference, now available in titanium, gold, and adorned with diamonds or precious stones. A piece that stands the test of time without ever losing its distinctive allure.

Chance Infinie: the elegance of a simple movement

A different collection, a different mood. Chance Infinie is the complete opposite of Force 10. While the latter plays with robust materials and bold design, Chance Infinie is all about softness and fluidity.

The idea? Transform the infinity symbol into a piece of jewelry that can be worn every day. No rigid lines, no sharp angles, just a smooth, continuous movement, like a promise that life flows on, that every moment leads to another.

Fred has always been inspired by curves, by the natural motion of elements. Here, the design is intuitive, as if the jewelry wraps itself around the finger, the wrist, or the neck effortlessly. Gold, diamonds, precious stones, each variation gives this collection a unique personality. Some see it as a lucky charm, others as a symbol of eternal love, and some simply as the perfect harmony of lines.

Pretty Woman: when cinema inspires jewelry

It’s impossible to talk about Fred without mentioning Pretty Woman. And for good reason: it was Fred who created the jewelry worn by Julia Roberts in this cult film.

The story goes that after the shoot, the film’s team was captivated by a particular gold and diamond ring, with its distinctive double interlocking loop, a symbol of a love that is both powerful and unbreakable. Fred decided to turn it into a full collection, as a tribute to this iconic romance.

But make no mistake: Pretty Woman is not just a romantic collection, it’s a statement. A piece of jewelry that celebrates love, of course, but also the freedom to choose, to dare, to indulge. Whether in the form of a ring, a necklace, or a bracelet, every piece in this collection carries the idea that love is lived without rules, with intensity and spontaneity.

Fred: a jeweler apart

Fred never set out to follow trends, and perhaps that’s the secret to his success. Fred Jewelry is not just about adornment, it’s about emotion, fragments of light that we carry with us.

Whether it’s Force 10, Chance Infinie, or Pretty Woman, every collection has a story, a personality, a message. They are not merely beautiful; they radiate a unique energy, the energy of a Maison that has always chosen audacity over conformity.

And that’s precisely why Fred continues to captivate. Because at Fred, a piece of jewelry is never just a piece of jewelry…