How a Radiant Jeweler Became a Friend to Every Generation over 90 years?

Rising gold prices and shifting consumer psychology are redefining the very notion of “jewelry’s value”.

Even though high jewelry continues to embody the desire for beauty and remains a coveted investment, the transformation in consumer mindset poses a formidable challenge for most brands. What was once dismissed as mere “storytelling tricks”—the shaping and communication of brand value—has now become the true craft that ensures sustainable brand equity.

But how to tell a compelling brand story ? Beyond brand’s scarcity, artisanal heritage, and investment value, what else can high jewelry offer? Among the many approaches, FRED has carved out its own distinctive path.
 

FRED’s 90^th Anniversary Celebration: A Story of True Friendship

For FRED, the answer is simple: jewelry is not a cold investment vehicle, but an emotional anchor. True luxury lies in the joy that illuminates life’s fleeting moments.

This philosophy has allowed FRED to maintain steady growth even as the global luxury market slows and consumers grow increasingly discerning. Today, the brand’s footprint spans over 40 countries with nearly 100 boutiques, its collections expanding continuously, and its high jewelry lines delivering fresh surprises.

In 2026, the French contemporary jewelry Maison—founded in 1936—celebrates its 90th anniversary, alongside the 60th birthday of its most iconic creation, the Force 10 bracelet. On March 17, FRED hosted a warm, understated celebration at its Beijing Wangfujing flagship. No sweeping billboards, no celebrities and red carpets, just a gathering among friends, a natural expression of FRED’s brand philosophy.

The event eschewed orchestrated “wow” moments. Instead, the space quietly displayed archival imagery and more than 20 milestone pieces from Maison’s history. Rather than a spectacle of technical bravado, the celebration unfolded like a guided tour through the brand’s heritage, led by its founder Fred Samuel.

Mr Fred Samuel in front of the Hôtel Negresco in Nice, France, photographed circa the 1930s

Fred, Henri, and Valérie Samuel, photographed in 1995, from the FRED heritage archives

Fred Samuel with the Soleil d’Or yellow diamond, Paris, France, photographed in 1977, © Alain Dejean

The space featured more than 20 landmark heritage pieces from FRED’s archives, spanning the brand’s history since its founding in 1936. The brand is also preparing to bring this selection to other cities.

The space featured more than 20 landmark heritage pieces from FRED’s archives, spanning the brand’s history since its founding in 1936. The brand is also preparing to bring this selection to other cities.

The space featured more than 20 landmark heritage pieces from FRED’s archives, spanning the brand’s history since its founding in 1936. The brand is also preparing to bring this selection to other cities.

Fred spoke of his deep ties to South American culture—his family’s journey from Europe to Argentina, a land of sun and color that shaped his love of gemstones. He recalled his audacity in founding the Maison in 1936, against the backdrop of the Great Depression. He embodied the avant-garde spirit of the roaring decades, creating jewelry that was both personal and practical. And he revealed the bloodline connection between sailing and the Maison’s most iconic creation—the Force 10 bracelet.

FRED’s aesthetic universe is rich, diverse, and vibrantly alive. It gently dismantles the traditional narratives of high jewelry, replacing solemnity with vitality. This is precisely why contemporary youth embrace it so wholeheartedly: it speaks to them not through status, but through a shared resonance of spirit.

“I drew on my audacity to build my company”

“I drew on my audacity to build my company,” wrote Fred Samuel in his memoirs. That single line almost encapsulates the entire journey of FRED over the past ninety years.

The year 1936 was hardly the moment for a high jewelry Maison to thrive. France was still feeling the aftershocks of a global economic crisis, and the industry was bound by rigid conventions of creativity and commerce.

Yet Samuel, a man who had cherished dreams of jewelry since childhood, printed the words “Contemporary Creative Jeweler” on his first business card and opened the boutique at 6 Rue Royale in Paris. In doing so, he broke through the unspoken rules of the trade, daring to redefine both artistry and business logic.<