Summer may be nearing its end but the promise of sun-soaked days remains like a gentle embrace as jewellery brand FRED takes flight to the south of France and basks in the eternal sunshine of the French Riviera. Through intimate snapshots of the Maison’s latest campaign, a grand tour of the Mediterranean coastline unfolds—the golden glow on the palm-dotted beach, the azure waters dancing toward the shore, caressing the powder-fine sand, the lavender-scented air interspersed with salty sea breeze.
To gaze at the beautiful scenery is to walk the trail of footprints Fred Samuel left behind. The founding father of the jewellery house was known for this deep affection for Côte d’Azur—the story traces back to an unforgettable honeymoon in the very seaside settlement. Enamoured by the region and its spectacular light, which transported him back to his childhood in Argentina, he began infusing the many facets of the coastland into his designs. His creations are a love letter to a place unlike any other.
The French Riviera, in many ways, is a mirror image of the founder himself whose warm and caring soul, love of light, and joie de vivre have been much talked about throughout the years. He was, in every sense of the word, The Sunshine Jeweller. His legacy perseveres nearly a century later, safely placed in the hands of Vice-President cum Artistic Director of Fred and granddaughter Valérie Samuel, with a myriad of the house’s creations moulded to his singular vision.
The exquisite creations starring in the campaign would say as much. Adorning the spirited Freddies, the protagonists of this happy tale, the Maison’s iconic collections such as Force 10, whose design is largely informed by the silhouette of the braided steel sailing cable, Chance Infinie, and Pretty Woman, along with the high jewellery pièces de résistance, take centre stage. They gleam and glisten with blinding brilliance under the Fred sun.
Wrapped in the dazzling pieces the Freddies ride the convertible down the winding road, steer the sailboat across the rolling tides, leap off a cliff and into the deep blue sea, and dance the day away. The jewels, featuring designs anchored by exceptional savoir-faire and rooted in emotions, are omnipresent. The takeaway is crystal clear. FRED is here for all of it, FRED is here for the long run, FRED is here to celebrate all of life’s moments, no matter how big or how small.
A staunch jewellery force since the day it raised its shutters in Paris circa 1936, Fred’s longevity is a wonder in its own right. Its relevance in today’s world speaks of its dexterity in preserving long-established traditions while keeping a foot in the present day. Fred Samuel, after all, did emblazon “Creative Modern Jeweller” on his first business card. So it goes without saying that the sunny campaign would’ve earned his thoughtful nod, the kind that carries the weight of quiet endorsement.