Editor’s Note
In an exclusive interview, FRED CEO Vincent Reynes highlights South Korea’s pivotal role as a top-three global market for the French jeweler. He praises the discerning local clientele for their deep understanding of the brand and their bold, independent taste.
In an exclusive interview, Vincent Reynes, CEO of the French high jewelry maison FRED, stated, “Korea is one of the top three markets in the world for FRED. It is very important from a business perspective, but particularly, the understanding of the brand’s philosophy is also exceptionally high. Korean customers are courageous, independent, and have distinct freedom and taste in choosing what they like. I deeply respect their pioneering spirit.”
Reynes, who recently visited Korea, said, “The individuality and passion of Korean customers led us to choose Korea as a destination for showcasing major events,” adding, “We will continue to invest in Korea consistently.” He visited Korea to host events such as the ‘Monsieur Fred Ideal Light High Jewelry Gala Dinner’ held on the 13th.
In an exclusive interview the day after the event, Reynes said, “The ‘Monsieur Fred Ideal Light High Jewelry’ pieces themselves symbolize the brand’s narrative,” and added, “Considering that brands without storytelling cannot compete in the luxury sector, FRED’s rich stories allow us to gauge not only the founder’s exceptional foresight but also the brand’s influence on modern civilization.”
Fred Samuel (1908-2006), who founded FRED in 1936, was born into a family of jewelers from Alsace-Lorraine, France, who had immigrated to Argentina. After experiencing the brilliant light and exotic colors of South America in his childhood, he returned to France at age 12 and entered the jewelry industry, rewriting the worldview of modern jewelry. A famous story tells that during World War II, Fred, who served in the French Foreign Legion, hid diamonds in his sleeve to use as a bargaining chip in case of crisis, and after the war ended, he gifted them to his wife. He enlightened those who viewed jewels merely as luxury and ostentation that jewels are life itself—a medium that imparts the will and vitality to overcome life.
This high jewelry collection, named after the founder, reflects on the life of Fred Samuel, boldly incorporating an exotic sensibility rarely found in the roots of other French jewelry brands, while representing France. ‘Bright Vitality,’ inspired by the lush Palermo Botanical Garden in Buenos Aires, is filled with vibrant energy. Emeralds weighing 4.76 carats and 3.73 carats, mined from the Muzo mine in Colombia, known for having the world’s highest quality gemstones, are set on a ribbon necklace. A choker-style necklace and bracelet, centered with emeralds of 5.23 carats and 4.34 carats, adopt the motif of leaves shining under the warm sun. The collection is filled with the brilliance bestowed by nature, including ‘Blazing Audacity’ inspired by the passionate and dynamic La Boca district, ‘Excelling Joy’ inspired by the vibrant rhythms and dazzling colors of the carnival in the Monserrat district, and ‘Endless Horizon’ inspired by the hopeful blue sea of Mar del Plata beach.
He stated, “As a high jewelry house, FRED has many unique strengths, including top-tier gemstones and storytelling designs, but the brand name itself is a point of differentiation.” Unlike most luxury houses that typically take the founder’s surname, FRED took the founder’s first name.
While embodying a brand image of a ‘friend-like relationship’ that shares a casual, open, and challenging sensibility, every step from selecting gems to completing the product is determined by very strict standards.
The selection of BTS’s Jin as the brand’s first global ambassador in its 88-year history follows a similar logic. He said, “Alignment with the brand’s values and DNA is fundamental, but being merely famous or having many social media followers is not enough,” and revealed, “Jin is a world-renowned singer but also a special being with qualities beyond that.”
He stated, “From the perspective of human cultural history, where jewelry is a form of art representing the civilization of a specific period, FRED will be a good example that best conveys the form of modern jewelry to future generations.” For instance, one can find archaeological meaning in contemplating the present, such as people investing more in jewelry after the pandemic, increased jewelry wearing, or what types of jewelry are enjoyed, reflecting a psychological state of “enjoying the present” after escaping the pain of the pandemic thousands of years later.
