{"id":543781,"date":"2026-07-16T04:28:11","date_gmt":"2026-07-16T04:28:11","guid":{"rendered":"https:\/\/www.newsbeep.com\/il\/543781\/"},"modified":"2026-07-16T04:28:11","modified_gmt":"2026-07-16T04:28:11","slug":"style-edit-fred-jewellery-ceo-vincent-reynes-on-90-years-of-riviera-glamour","status":"publish","type":"post","link":"https:\/\/www.newsbeep.com\/il\/543781\/","title":{"rendered":"Style Edit: Fred jewellery CEO Vincent Reynes on 90 years of Riviera glamour"},"content":{"rendered":"

Luxury group LVMH\u2019s 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.<\/p>\n

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 \u2013 informed by Samuel\u2019s Argentinian background and his love for sailing \u2013 made the house stand out among the traditional jewellers based in and around Paris\u2019 Place Vend\u00f4me. To this day, Fred is more associated with the vibrant vibe of the French Riviera than the often intimidating milieu of Parisian haute joaillerie.<\/p>\n

\"FredFred high jewellery Monsieur Fred Golden Light collection. Photo: Handout<\/p>\n

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.<\/p>\n

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\u2019s character Edward famously gives Vivian, played by Julia Roberts<\/a>, a heart necklace set with diamonds and rubies from the jeweller\u2019s now-shuttered boutique in Beverly Hills.\"JuliaJulia Roberts, opposite Richard Gere, wears a Fred necklace in a still from the 1990 film Pretty Woman. Photo: Touchstone Pictures<\/p>\n

That pivotal pop culture moment led to the creation of a range inspired by the film, but the brand\u2019s bestselling line is Force 10, a nautical-inspired collection first introduced in 1966. Consisting of a braided cable held by a buckle, the range \u2013 especially its bracelets \u2013 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.<\/p>\n

Reynes, who joined the brand in 2024 after working at Bulgari in Japan, sees Fred\u2019s relatively low global awareness as an advantage. \u201cThe market is extremely polarised by major brands, the big international brands, and I do believe the market needs alternatives,\u201d he says. \u201cFred 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.\u201d<\/p>\n

\"FredFred Force 10 ring in yellow gold and diamonds. Photo: Handout<\/p>\n

Reynes adds that Force 10\u2019s versatility and its wide appeal across genders and demographics is an invaluable asset. \u201cWe have a piece of jewellery, Force 10, that is wearable by men and women. That\u2019s 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].\u201d<\/p>\n","protected":false},"excerpt":{"rendered":"Luxury group LVMH\u2019s jewellery portfolio comprises brands such as Bulgari, Chaumet and Tiffany & Co. but its first…\n","protected":false},"author":2,"featured_media":543782,"comment_status":"","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[8],"tags":[337,57050,47240,146,5386,2226,247293,85,46,1437,11941,13929,5368,230979,34509,60689,208,247292],"class_list":["post-543781","post","type-post","status-publish","format-standard","has-post-thumbnail","category-entertainment","tag-asia","tag-beverly-hills","tag-bulgari","tag-entertainment","tag-force","tag-france","tag-fred","tag-il","tag-israel","tag-japan","tag-julia-roberts","tag-lvmh","tag-paris","tag-pretty-woman","tag-richard-gere","tag-tiffany-co","tag-us","tag-vincent-reynes"],"_links":{"self":[{"href":"https:\/\/www.newsbeep.com\/il\/wp-json\/wp\/v2\/posts\/543781","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.newsbeep.com\/il\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.newsbeep.com\/il\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/il\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/il\/wp-json\/wp\/v2\/comments?post=543781"}],"version-history":[{"count":0,"href":"https:\/\/www.newsbeep.com\/il\/wp-json\/wp\/v2\/posts\/543781\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/il\/wp-json\/wp\/v2\/media\/543782"}],"wp:attachment":[{"href":"https:\/\/www.newsbeep.com\/il\/wp-json\/wp\/v2\/media?parent=543781"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.newsbeep.com\/il\/wp-json\/wp\/v2\/categories?post=543781"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.newsbeep.com\/il\/wp-json\/wp\/v2\/tags?post=543781"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}