Renowned for his avant-garde approach to jewellery, Fred Samuel was an artist with creative audacity, unlike any other. With a range of celebrities and royalty among his clients, especially those in the Middle East, Maison FRED opened its first boutique in Dubai recently. The spectacular showroom, which opened at Dubai Mall, is an ode to his love of jewellery that’s creative and modern.
Fred was no stranger to the Middle East – a passionate traveller with a love of humanity, he used various parts of the world as his inspiration. He participated in several jewellery exhibitions in Cannes, Monaco, Saint Tropez, Megève and elsewhere, which developed his love for the Middle East along with the rest of the world. Having interacted with royalty from Near and Middle East, he quickly became a sought-after name in the region. The idea remains to bring Creative Modern Jewellery to his range of exclusive clientele.
For instance, an Arabian prince noticed a diadem in the boutique while visiting Cannes. He asked for a bespoke set of jewellery comprising a diadem, necklace, bracelet, watch, earrings and ring. The Maison delivered eleven ensembles for him to have the widest possible choice.
Celebrating this long-standing tie with the region, the new showroom brings the spirit of the glamorous French Rivera to the Middle East. Furthermore, strengthening these connections FRED’s relaxed and versatile collections leave ample room for self expression for its patrons.
“The creative audacity and taste for celebrating life’s moments, both little and large, the joie de vivre so prized by the Maison FRED, are reflected in the refinement of a Middle Eastern art of living that is sun-filled and sophisticated,” explains Valérie Samuel, the Maison’s Vice President and Artistic Director and the granddaughter of the founder, Fred Samuel.
The showroom echoes the same personality – the sand-coloured façade features three large Mediterranean-style arches in pink gold. Their clean lines also inspired the new FRED pattern, while smaller arches in staggered rows evoke a palm trees and sunsets over the Arabian sea.
FRED’s ethos when it comes to jewellery design is to create an everyday experience that is stylish, relaxed and exudes joy and sunlight. The brand’s iconic Force 10 collection exemplifies this philosophy and is a manifestation of FRED’s inimitable approach to fine jewellery. Since its inception in 1966, the collection has represented a revolutionary approach to jewellery -- it melds a twisted steel rope with a gold buckle.
For instance, the Force 10 bracelet was the first jewellery piece designed with sportswear and easy-going glamour in mind. The collection embodies audacity and courage, determination and is equally adored by women and men.