Fred, the renowned Paris jeweler, has recently revealed its most precious gem yet – the 100-carat-plus Soleil d’Or diamond, considered to be one of the rarest stones in the world. Showcased at the prestigious Crillon Hotel in Paris, this yellow diamond represents a true masterpiece of craftsmanship. In addition to this remarkable unveiling, Fred also announced its upcoming retrospective at the Palais de Tokyo in Paris next fall.
The Soleil d’Or holds great significance for Fred, as it embodies the brand’s unique DNA as a jeweler. Founded by jeweler Fred Samuel in 1936, the house is deeply rooted in the heritage of the Cote d’Azur, a place where its founder enjoyed sailing and dining at the renowned Le Negresco hotel in Nice. The Soleil d’Or was initially discovered by Fred’s eldest son, Henry Samuel, in 1977. However, the stone’s fate took an unexpected turn when the original buyer struggled to determine its ideal setting. Recently, Fred was able to repurchase the Soleil d’Or from a collector in America, marking its long-awaited return to the maison after decades. While the price of the stone remains undisclosed, it is worth noting that its first buyer in 1977 had paid over one million dollars.
Despite becoming a part of the luxury conglomerate LVMH in 1995, Fred has managed to retain its distinctive aesthetic and identity. With its main flagship store located on Rue de la Paix in Paris, Fred’s global presence extends to various stores worldwide. The brand’s estimated turnover reaches a staggering €100 million, with its e-commerce site undergoing recent upgrades to provide an enhanced and seamless shopping experience for customers.
Fashion Network had the opportunity to sit down with Charles Leung, CEO of Fred, and Valérie Samuel, Vice President and Artistic Director, during a Soleil d’Or lunch at the Place de la Concorde hotel. Leung, with his extensive experience in the jewelry industry, discussed the meticulous journey in locating the Soleil d’Or and shed light on the brand’s future plans. It was revealed that Fred possessed a copy of the original certificate from the stone’s initial sale, albeit one that proved unsuitable for exhibition due to its yellowish hue. However, with the assistance of the renowned Gemological Institute of America, Fred managed to connect with the collector who possessed the stone and expressed an interest in selling it. Consequently, the Soleil d’Or will now become an invaluable part of Fred’s heritage, destined to be cherished for generations to come.
Valérie Samuel, the granddaughter of Fred Samuel, delved into the extraordinary qualities possessed by the Soleil d’Or. With its emerald cut and extraordinary color, this 101.67-carat diamond undoubtedly ranks among the most splendid gems in the world.
Leung accentuated the distinctive DNA of Fred as a brand, highlighting its sunny, youthful, and accessible nature. He emphasized Fred’s prowess in acquiring rare stones, crafting exquisite designs, and implementing innovative marketing strategies. Additionally, the CEO emphasized the growing significance of e-commerce in Fred’s overall strategy, revealing that approximately 10% of sales in France are derived from online channels.
The conversation with Leung and Samuel also touched upon Fred’s plans for expansion, including the opening of a new flagship store in Dubai. The store aims to pay homage to the brand’s Parisian roots while creating a warm and inviting atmosphere with elements reminiscent of the Riviera and the Mediterranean. Notably, the store design incorporates a dedicated space for men’s jewelry, acknowledging the rising trend of men purchasing jewelry for themselves.
When asked about competitors, Leung expressed admiration for other notable brands in the industry, emphasizing the importance of remaining true to each maison’s unique DNA. He firmly believes that there is much to learn from competitors while still showcasing the distinctive qualities that set Fred apart.
Leung also discussed the potential of the Chinese market, despite concerns surrounding China’s crackdown on conspicuous consumption. He expressed optimism in the growing middle class and the development of smaller cities, which in turn offer promising opportunities for luxury brands like Fred.
Looking towards the future, Fred aims to continue expanding both in terms of its online presence and its physical store network. As the brand currently possesses a relatively small network compared to its competitors, there is still untapped potential awaiting exploration.
Fred has enlisted the support of renowned actress Emma Roberts as its brand ambassador, with their partnership spanning several years. In a fitting tribute to the iconic movie Pretty Woman, Fred has launched a collection inspired by the film, with the blessing and support of Julia Roberts, Emma’s godmother. In China, the brand has chosen actress Guan Xiaotong as its ambassador, representing Fred’s values within the Chinese market.
Overall, Fred’s unveiling of the Soleil d’Or diamond and its plans for an extraordinary retrospective not only demonstrate the brand’s unwavering dedication to its heritage but also its continuous success in the world of fine jewelry. With its unique DNA and relentless pursuit of innovation, Fred is poised for even greater growth and recognition within the industry.
Useful links:
Fred Official Website
LVMH Official Website
