The French jewelry house FRED was founded in 1936 by Fred Samuel on the elegant Rue Royale in Paris. Upon opening his own boutique, Samuel confidently described himself as a “Modern Joaillier Créateur.” Unlike the traditional Parisian jewelry houses, whose identities were often rooted in courtly elegance and magnificent jewelry suites, FRED developed its own vision of luxury. Jewelry was not merely to be precious, but to be worn and enjoyed, free from the constraints of social conventions.
The social transformations of the 1960s also influenced jewelry design. The formal elegance of the postwar years gradually gave way to a more confident and individual form of expression.
The house strengthened its ties with the art world. In 1962, Jean Cocteau designed a medallion for FRED. Further artistic collaborations, including those with Bernard Buffet and Georges Braque, reinforced the idea of jewelry as an art form in its own right.
In 1966, the house introduced its most iconic creation: the Force 10 bracelet. Inspired by sailing, it combined a braided steel cable with a precious gold clasp. Its name refers to Force 10 on the Beaufort wind scale.
During the 1970s and 1980s, FRED developed a distinctly bold yet elegant design language. Its creations were distinguished by their sculptural presence. Despite their generous proportions, the pieces retained the sense of lightness that remains an unmistakable hallmark of FRED.
In 1996, the French luxury group LVMH acquired FRED. Under LVMH’s ownership, the collections, brand identity, and international retail network continued to evolve dynamically.