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Vincenzo La Torre

Chief Editor, Style; Fashion Editor, Post Magazine


Luxury group LVMH’s jewellery portfolio comprises brands such as Bulgari, Chaumet and Tiffany & Co. but its first jewellery acquisition was a relatively little-known French jeweller named Fred.
Founded 90 years ago by Fred Samuel, who moved from Argentina to France at the age of 16 to study jewellery, the brand quickly became known for elegant jewellery for everyday wear. Its sunny aesthetic – informed by Samuel’s Argentinian background and his love for sailing – made the house stand out among the traditional jewellers based in and around Paris’ Place Vendôme. To this day, Fred is more associated with the vibrant vibe of the French Riviera than the often intimidating milieu of Parisian haute joaillerie.

LVMH acquired a majority stake in Fred in 1995 before taking full ownership of the maison. While Fred is smaller than its sister brands at the group, it has built a loyal following in Asia, especially in Japan, where it has been present since the 90s.
Even those who are not familiar with Fred are likely to remember the brand from a role it played in 1990 romantic comedy Pretty Woman. In the movie, Richard Gere’s character Edward famously gives Vivian, played by Julia Roberts, a heart necklace set with diamonds and rubies from the jeweller’s now-shuttered boutique in Beverly Hills.

That pivotal pop culture moment led to the creation of a range inspired by the film, but the brand’s bestselling line is Force 10, a nautical-inspired collection first introduced in 1966. Consisting of a braided cable held by a buckle, the range – especially its bracelets – is the de facto icon of Fred, equally popular among men and women, a rarity in the jewellery field, as Fred CEO Vincent Reynes explained in a recent interview in Paris.
Reynes, who joined the brand in 2024 after working at Bulgari in Japan, sees Fred’s relatively low global awareness as an advantage. “The market is extremely polarised by major brands, the big international brands, and I do believe the market needs alternatives,” he says. “Fred being very strong first and foremost on bracelets, it helps us to engage the client with a proposition that is not seen by everybody or on everybody. I do believe in this idea of being an alternative, a very credible alternative, in this market.”

Reynes adds that Force 10’s versatility and its wide appeal across genders and demographics is an invaluable asset. “We have a piece of jewellery, Force 10, that is wearable by men and women. That’s a strength and one of the reasons why we are a strong alternative to many other brands. Force 10 is an incredible chance for Fred. How many brands have an icon in their portfolio? The cable, which is extremely important, is the link so we are continuously building on the bracelet but we are expanding Force 10 into various [iterations].”
Reynes is also aware, however, that in order to gain legitimacy among its peers, Fred needs to be a player in the rarefied and exclusive world of high jewellery. In recent years, the house has been releasing high jewellery collections that showcase the skills of its atelier and the rarity of stones and precious metals.
“Creativity inevitably engages a dialogue on desirability and helps everything else, [including] the accessible products,” says Reynes. “The two things – the tension between accessible and high jewellery – are absolutely fundamental to creative design. We had high jewellery in our archives for many, many years in a very strong and creative way so, we thought, now it’s time to look into that as an inspiration for what Fred is today and what Fred will be tomorrow. It’s really hard to have people dreaming about a brand and desiring a brand if you don’t talk to them on the very high end, on the most creative basis.”

Comprising five sets and 15 pieces, the brand’s latest high jewellery collection, unveiled in Paris during the haute couture shows, reinforces the idea of Fred as the “sunshine jeweller” with bright stones such as tanzanites, aquamarines and yellow diamonds taking pride of place. The pièce de résistance, named Soleil d’Or, is a stunning necklace with a yellow diamond at its centrepiece. The rare stone, owned by Fred since 1977, was set for the first time in this one-of-a-kind necklace, which can be transformed into a brooch.
Reynes says that high jewellery clients have changed significantly over the last decade, and that some customers who get to know Fred through its approachable fine jewellery pieces such as Force 10 eventually graduate to high jewellery. “They have very different references from what the traditional high jewellery clients had,” he says. “They’re much more open to alternative brands proposing different creations. You see this actually on the whole scope of luxury – whether it’s watches or cars, for example – this capacity to open up to new brands proposing something different.”

Reynes is very optimistic about the potential for growth for Fred, a brand that has been benefiting from consumers’ new-found focus on hard luxury – watches and jewellery – as opposed to fashion and leather goods. “Jewellery is completely timeless, which means that when you buy a piece of jewellery, you know that you’re going to wear it for a very long time, that your daughter or your son is going to wear it for a very long time. And that’s an essential element when buying a piece of creativity that is relatively expensive,” he says.
“We’re using materials that are indestructible and last for a very long time and have been with us on earth for millions of years and will be with us for millions of years. I’m talking about stones or gold or platinum or whatever it is. That’s very unique. I think that jewellery has been very reasonable in the way of pricing.”
While expansion is clearly on the cards – especially in markets such as the US, where Fred has no presence – Reynes believes in taking things slowly. The way he sees it, Fred’s approachable aesthetic is what makes the brand truly stand out in a world of jewellery powerhouses. “What I find really interesting about Fred is that it’s a 90-year-old young brand,” he says proudly. “I love to call Fred a start-up with experience – 90 years of experience.”


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Fred High Jewellery Soleil d’Or necklace. Photo: Handout

Fred high jewellery Monsieur Fred Golden Light collection. Photo: Handout

Julia Roberts, opposite Richard Gere, wears a Fred necklace in a still from the 1990 film Pretty Woman. Photo: Touchstone Pictures

Fred Force 10 ring in yellow gold and diamonds. Photo: Handout

Fred Soleil d’Or diamond. Photo: Handout

Vincent Reynes, CEO of Fred. Photo: Handout

The year’s most dazzling high jewellery drops – from Louis Vuitton, Gucci, Chanel and more

A model wears the new Bulgari Serpenti necklace and brooch, at the maison’s Eclettica high jewellery event in Milan in March. Photo: Handout

Louis Vuitton Mythica high jewellery Victory necklace. Photo: Handout

Chanel Signes & Symboles Talisman Contraste high jewellery ring. Photo: Handout

Cartier Tutti Kanya necklace, from Le Choeur des Pierres high jewellery collection. Photo: Handout

Messika Terres de Contrastes high jewellery. Photo: Handout

Boucheron Rain necklace, from the Carte Blanche 2026 high jewellery collection. Photo: Handout

Dior high jewellery Diorissima Lucky Flowers necklace. Photo: Handout

Tiffany & Co. Bloom necklace, from the Blue Book 2026 Hidden Garden collection. Photo: Handout

Chopard Butterfly, from the Red Carpet high jewellery collection. Photo: Handout

Cartier Haryma necklace, from Le Choeur des Pierres high jewellery collection. Photo: Handout

Chanel Imprimé Lion high jewellery necklace. Photo: Handout

Van Cleef & Arpels Fascinating Egypt high jewellery collection. Photo: Handout

Bangle watches are back, with versions from Cartier, Gucci, Chanel, Bulgari and more

Chanel Première Galon. Photo: Handout

Cartier Baignoire. Photo: Handout

Gucci Play. Photo: Handout

Graff High Jewellery diamond and ruby watch. Photo: Handout

Bulgari Serpenti. Photo: Handout

Van Cleef & Arpels Perlée Toi & Moi secret watch. Photo: Handout

Tiffany HardWear. Photo: Handout

How to stack rings like a pro, according to jewellers like Jessica McCormack

Stacking is in: Yvonne Leon offers an eclectic selection of rings that cry out to be partnered up for a fun jewellery look. Photo: Handout

Otiumberg ring. Photo: Handout

Wyld Box ring stacking. Photo: Handout

Bee de Chaumet rings with matching ear jewellery. Photo: Handout

Chinese actor and singer Xiao Zhan dons Boucheron Quatre rings. Photo: Handout

A neat one-finger stack of Jessica McCormack rings. Photo: Handout

How Asian designers are redefining high jewellery craft globally, from Sirivannavari to Feng J

Chinese artist Feng J has been crafting her innovative translucent “floating set” jewels for a decade. Pictured here is the La Vie en Rose ring. Photo: Handout

Princess Sirivannavari’s aim is to highlight Thailand’s role in jewellery craftsmanship globally. Photo: Handout

Simone Jewels’ Hanging Gardens of Babylon Flourish Butterfly earrings. Photo: Handout

Feng J’s Rêverie à Giverny in painted titanium. Photo: Handout

Feng J’s Bay Tree Leaf bangle, in green lacquer, opal and coloured gemstones. Photo: Handout

Sirivannavari’s Majestic Paon brooch. Photo: Handout

What are desert diamonds and why is everyone from Taylor Swift to Beyoncé wearing them?

Beyoncé wearing Shola Branson earrings on the Cowboy Carter tour. Photo: Handout

Taylor Swift’s The Life of a Showgirl album cover. Photo: Handout

Scarlett Johansson’s engagement ring, featuring an 11-carat light brown diamond. Photo: Handout 

De Beers’ Talisman locket mixes yellow and brown rough diamonds with white polished diamonds. Photo: Handout

Doja Cat’s promo video for “Gorgeous” has her wearing a retro-inspired pectoral pendant by Beverly Hills-based Neil Lane Couture, set with 120 carats of desert diamonds. Photo: Handout

Deep Stream bracelet and ring by Fernando Jorge, featuring brown diamonds, 18k yellow gold and louro wood. Photo: Handout

Brute Diamanti earrings by Dries Criel. Photo: Handout

Hemmerle ring, featuring a fancy yellow-brown diamond. Photo: Handout

Oval brown diamond with white pear-shaped diamond on gold plié collar by Jade Trau. Photo: Handout

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The French executive speaks to Style about LVMH’s ‘sunshine jeweller’, its iconic Force 10 pieces and elegant high jewellery


The French executive speaks to Style about LVMH’s ‘sunshine jeweller’, its iconic Force 10 pieces and elegant high jewellery.


Style Edit: Fred jewellery CEO Vincent Reynes on 90 years of Riviera glamour

.css-1c6uqr6{color:inherit;font-weight:inherit;font-size:inherit;font-family:inherit;line-height:inherit;overflow-wrap:break-word;}The French executive speaks to Style about LVMH’s ‘sunshine jeweller’, its iconic Force 10 pieces and elegant high jewellery

The French executive speaks to Style about LVMH’s ‘sunshine jeweller’, its iconic Force 10 pieces and elegant high jewellery