Parisian jeweller FRED has opened its first boutique in Dubai, located at The Dubai Mall.
Founded by Fred Samuel in 1936 as a “Creative Modern Jewellery” FRED offers unexpected contemporary designs that have been unique and timeless since the beginning.
Fred Samuel has always had a passion for the Middle East. A passionate traveller who was interested in every culture he would scour the world for sources of inspiration. For many years he created pieces for the private collections of key figures in Middle East Royal families as well as VIP clients in the region.
The jeweller was passionate about bringing to life the dreams of his special clients. He said; “I remember one day a prince coming to see us with a piece of material from his daughter’s wedding dress. He asked us to replicate in a necklace the material’s golden embroidery design. The idea appealed to me enormously with the prospect of such fine craftsmanship! In my mind’s eye I saw the most decorative styles of cloth, imagining the intricate work necessary: rose-cut diamond or pear pearl, tallow-drop ruby or emerald-cut sapphire. Round, marquise, trapeze, baguette or square, I ran through the different cuts, each with its characteristic sparkle. Coming back to the prince’s order, in the end we recreated the motif on a gold necklace with brilliants accompanied by clip-on earrings, a bracelet and ring in the same subtle style.”
Over the years many impressive commissions have strengthened the jeweller’s relationship with the region and today, the brand opens its first store in Dubai. “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 as well as the granddaughter of the founder, Fred Samuel.
The boutique features architecture inspired by the French Riviera, a place that was close to the jeweller’s heart. With warm lighting it immediately feels like home and a sand-coloured façade features three large Mediterranean-style arches in pink gold.
Inside, the brand’s heritage is explored across the space. Two separate areas are dedicated to men’s and women’s jewellery featuring iconic collections, as well as coloured stones and modern interchangeable pieces.
The interior design of the store reflects the passion for sailing that Fred Samuel and his two sons had for many decades. Two pink metallic screens decorated with the FRED pattern open onto a lounge blending art with technology. Hung in the Maison’s signature blue, the space has a floor of sand-coloured travertine warmed by a rug depicting the sun’s rays. It is decorated with an original work by the designer and artist Vincent Darré.
The boutique is located at Fashion Avenue, The Dubai Mall.