Editor’s Note
**Editor’s Note:** This piece explores Fred Jewellery’s 90-year legacy of Riviera glamour, as CEO Vincent Reynes reflects on the brand’s evolution, craftsmanship, and enduring allure.
Fred High Jewellery Soleil d’Or necklace. Photo: Handout
+ FOLLOW
The French executive speaks to Style about LVMH’s ‘sunshine jeweller’, its iconic Force 10 pieces and elegant high jewellery.
Luxury group LVMH’s jewellery portfolio comprises brands such as Bulgari, Chaumet and Tiffany & Co., but its first jewellery acquisition was a relatively little-known French jeweller named Fred.
Founded 90 years ago by Fred Samuel, who moved from Argentina to France at the age of 16 to study jewellery, the brand quickly became known for elegant jewellery for everyday wear. Its sunny aesthetic – informed by Samuel’s Argentinian background and his love for sailing – made the house stand out among the traditional jewellers based in and around Paris’ Place Vendôme. To this day, Fred is more associated with the vibrant vibe of the French Riviera than the often intimidating milieu of Parisian haute joaillerie.
Fred high jewellery Monsieur Fred Golden Light collection. Photo: Handout
LVMH acquired a majority stake in Fred in 1995 before taking full ownership of the maison. While Fred is smaller than its sister brands at the group, it has built a loyal following in Asia, especially in Japan, where it has been present since the 90s.
Even those who are not familiar with Fred are likely to remember the brand from a role it played in the 1990 romantic comedy Pretty Woman. In the movie, Richard Gere’s character Edward famously gives Vivian, played by Julia Roberts, a heart necklace set with diamonds and rubies from the jeweller’s now-shuttered boutique in Beverly Hills.
Julia Roberts, opposite Richard Gere, wears a Fred necklace in a still from the 1990 film Pretty Woman. Photo: Touchstone Pictures
That pivotal pop culture moment led to the creation of a range inspired by the film, but the brand’s bestselling line is Force 10, a nautical-inspired collection first introduced in 1966. Consisting of a braided cable held by a buckle, the range – especially its bracelets – is the de facto icon of Fred, equally popular among men and women, a rarity in the jewellery field, as Fred CEO Vincent Reynes explained in a recent interview in Paris.
Reynes, who joined the brand in 2024 after working at Bulgari in Japan, sees Fred’s relatively low global awareness as an advantage.
Fred Force 10 ring in yellow gold and diamonds. Photo: Handout
Reynes adds that Force 10’s versatility and its wide appeal across genders and demographics is an invaluable asset.
