FRED

Fred Samuel was born in Buenos Aires in 1908 to Alsatian emigrants. He arrived in France at age 16 and trained in the jewelry industry, becoming one of the first importers of cultured pearls into France. In 1936, at age 28, he established his own business at 6 Rue Royale in Paris's 8th arrondissement. His creative daring earned recognition from Hollywood stars including Mary Pickford, Douglas Fairbanks, and Marlene Dietrich. During WWII, Samuel served in the French Foreign Legion, was captured, escaped, and later joined the French Resistance. After the war, he resumed operations, keeping only his first name 'Fred' on the shop front. From the 1960s, his sons Henri and Jean expanded the business internationally. In 1966, FRED created the revolutionary Force 10 bracelet, combining braided steel sailing cable with gold—the first unisex jewelry with a chic and sporty style. The brand collaborated with renowned artists including Jean Cocteau, Bernard Buffet, and Picasso. In 1995, FRED became the first jewelry brand acquired by LVMH.