Because the Inventive Director and Vice President of FRED, Valerie Samuel can also be the granddaughter of the model’s founder, Fred Samuel. The storied French jewelry Maison identified for its daring creativity and timeless magnificence, earned its moniker as The Sunshine Jeweller; like its appellation, Samuel welcomed us with heat and candour.
We chatted on the FRED’s boutique at The Shoppes at Marina Bay Sands, the place she mirrored on the legacy handed down by way of generations, shared insights into the model’s inventive imaginative and prescient, and recounted the intimate tales which have formed the Maison’s most iconic collections.
Have you ever been to Singapore earlier than?
VALERIE SAMUEL (VS): Sure, in truth, I first got here to Singapore 15 years in the past. I solely flew in a pair days earlier than and I couldn’t get a lot relaxation on the airplane, its unlucky.
Oh no, how are you now?
VS: Good, I’m feeling extra well-rested!
Alright, because the Inventive Director and Vice President of FRED, what are the primary challenges you face when it comes to balancing creativity with the enterprise facet of issues?
VS: Properly, I believe the very first thing that is essential for me is to remain true to our model DNA and to proceed to counterpoint my grandfather, Fred Samuel’s imaginative and prescient in crafting jewels that match our spirit and likewise match our shoppers’ expectations.
How would you describe FRED’s model persona, and the way is it mirrored in your designs?
VS: FRED could be very a lot linked to the distinctive persona and imaginative and prescient of our founder, Fred Samuel, who established the model in 1936 — virtually 90 years in the past. In the present day, we encapsulate our FRED DNA by way of FRED the Sunshine Jewellerwhich I believe could be very a lot linked to his distinctive imaginative and prescient and units us aside from others.
Is there a standard false impression folks have about FRED that you just want to deal with?
VS: I’m not certain I do know what the fallacious notion of our Maison is as a result of all of the folks I meet appear to have fairly a very good understanding of our distinctive persona, our caring soul, and beneficiant welcoming.
My grandfather, when he established the model in 1936, signed his first enterprise card as “the fashionable jeweller designer” and envisioned jewelry to be created for each women and men. In the present day, we proceed to share and provide that imaginative and prescient to our shoppers. I haven’t encountered anybody with a very totally different imaginative and prescient of the Maison as a result of I believe simply by dwelling the values of the home, you’re feeling the distinctive persona of FRED the Sunshine Jeweller.
How does the Maison create jewelry that feels recent and modern whereas being instantly identifiable as FRED?
VS: I believe it goes again to the beginning of our dialogue—it’s about crafting jewelry that aligns with our model DNA and strikes the precise steadiness between conventional craftsmanship and the modern spirit that could be very a lot rooted in our heritage. We name it inventive audacitywhich has all the time been one of many drivers of my grandfather’s imaginative and prescient. If you mix all these parts collectively, you provide jewels which might be on-trend and inside the now spirit.
Because the Artistic Director of the Maison, I attempt to pursue not solely my grandfather’s imaginative and prescient but additionally infuse my very own sensibility when it comes to design inspiration and developments. For instance, when contemplating new developments—the way you put on jewelry, the way you stack it, or what new functionalities you would possibly provide—it’s all very modern and meets our shoppers’ expectations.
How do you outline success for the model?
VS: I believe success is absolutely outlined by the attraction to the shopper. It’s the shopper who makes the success of the Maison once they really feel a reference to the jewelry. Jewelry is about including one thing to any treasured second in life—it’s about connection and emotion. So, it’s our shoppers who outline the success of the Maison if you see the attraction of our collections to them.
What about your personal private definition of success? How would you outline that?
VS: I’ve a really particular definition of success. I believe I’m following my grandfather’s distinctive persona. I used to be very near him—we’re each Leos, so I believe the photo voltaic signal performs a job. For me, success is happiness. I wish to take pleasure in life on daily basis, make each second particular, and each encounter significant. That may be my private achievement of success—if I can achieve dwelling that dream.
Do you suppose there’s a line between how a lot you’ll be able to innovate earlier than breaking custom? Is there a line?
VS: For me, innovation should be based mostly on conventional craftsmanship. Conventional craftsmanship and excellence needs to be the inspiration of every little thing you do. You innovate on prime of that.
Among the finest examples I can share is the Fairly Girl Daylight Message. It’s a new innovation we launched this 12 months, that includes a hidden secret message inside a bit of jewelry that may solely be revealed by gentle — whether or not daylight or synthetic gentle. It’s an modern know-how, but it surely’s crafted with excellence and incorporates all our excessive jewelry codes.
Wait, how is that potential? I’m so confused.
VS: There are little dents and ridges on the piece that manipulates and directs gentle in a means that we wish. The gathering was truly impressed by Fairly Girl starring Julia Roberts within the 90s!
I discover it odd that FRED has a repute for being fashionable amongst a extra mature clientele, though it has such recent and modern collections.
VS: On my facet, I wouldn’t say we solely attraction to a mature clientele. We’ve been within the jewelry enterprise for nearly 90 years, so in fact, we attraction to a extra skilled and mature shopper. However I additionally really feel, after I meet our shoppers, that we attraction to a really younger and stylish viewers.
It actually depends upon your private journey with jewelry and the way you enter the model. Our youngest excessive jewelry shopper is 26 years outdated—a younger woman who purchased a rare, one-of-a-kind piece of excessive jewelry. It’s very private. What’s sure is that we wish to provide jewelry that may be there for any treasured second in life—be it your first commencement, your first job, or your old flame—to rejoice these moments with you.
Which assortment do you think about to be the logo of FRED, and why?
VS: I might undoubtedly say Drive 10. At any time when we open a brand new market or retailer, it’s Drive 10 that instantly appeals to the broadest vary of shoppers. I believe it’s due to its in-the-now spirit, its modern design, and the values it conveys.
The Drive 10 line was created by my father in 1966, impressed by his ardour for the ocean and sports activities, inherited from his father. It was very audacious on the time to think about a jewelry piece constituted of a nautical cable. He was a European crusing champion, and in the future he had the concept of turning a nautical cable into a jewelry piece for my mom. That’s how Drive 10 was born.
It’s additionally versatile — you’ll be able to play with the cables, and it may well go from informal stylish to glamorous. It appeals to each youthful and extra mature shoppers. It’s really the logo of the Maison.
Your father created the Drive 10 assortment to your mom? That’s fairly romantic.
VS: Sure, for me, each piece of jewelry has a that means. You all the time bear in mind why and if you obtained a bit — whether or not it’s the primary piece you purchase for your self or the primary piece given to you by somebody you like. Each piece in my jewelry field has a narrative.
What’s your private favorite FRED jewelry piece, and what makes it so particular?
VS: That’s a troublesome query—it’s like asking which of my youngsters I choose! I really like to pick out items that match my temper or event. I take pleasure in stacking jewelry. In the present day, I’m sporting the Drive 10 bracelet in a glamorous interpretation with diamonds, paired with a sporty-chic bangle. Drive 10 Rise is a bit I really like for its simplicity and ease of damage.
Drive 10 Rise is the newest addition to the Drive 10 repertoire. What’s totally different?
VS: For me, it’s the essence of Drive 10 — it’s the quintessence of the Drive 10 codes, with the buckle and cable encapsulated collectively in a really elegant, female jewelry piece. It’s one thing you’ll be able to put on on daily basis and stack, which I actually love to do.
Do you might have a private anecdote about your grandfather that encapsulates his persona?
VS: It’s troublesome for me as a result of I’ve so many anecdotes!
My grandfather was somebody very spectacular — he was tall and had a heat persona. Everybody who met him remembers him with nice emotion. He was often called Mr. Fredand his shoppers grew to become his buddies, and his buddies grew to become his shoppers. There was no separation between his private {and professional} life.
One reminiscence I’d wish to share is my first step right into a FRED occasion on the age of two. It was an exhibition in a mountain resort as a result of my grandfather adopted his shoppers to the mountains in winter and to the south of France in summer time. That reveals how a lot FRED was a part of our lives.
Did you ever really feel stress or expectation to enter the household enterprise?
VS: I believe I put the stress on myself. I used to be very fortunate—there was no stress from my grandfather or father. From the start, they had been assured I might take over their heritage and pursue their imaginative and prescient. I began at 18 whereas finding out legislation, they usually gave me their belief and encouragement. They believed it was okay to attempt one thing and, if it didn’t work, to attempt one thing else. I used to be very lucky to have their help.
Any tales to share of your early days at FRED?
VS: On the age of 25, I went to ship a customized one-of-a-kind piece of excessive jewelry to the Queen of Nepal. I believe it was one in all my best challenges after I was younger, and an excellent reminiscence on the similar time.
Why was it so difficult?
VS: Are you able to think about? It was fairly spectacular. You journey by your self to Kathmandu along with your creation. You current the piece to the Queen. You’re there, you see all these superb shoppers, however you don’t know when you’ll be able to meet them since you don’t have a selected appointment. So, it took a couple of days.
The Princess and Queen needed so as to add two parts for the tiara to additionally grow to be earrings. The piece ended up changing into a tiara that would remodel into necklaces, earrings and brooches.
I bear in mind writing to my father on the fax to inform him about how the viewers went (laughing). I’m discovering all these notes in our archives once more. So, it was actually cool to rediscover every little thing.
Earlier than the interview, you talked about your daughter is at the moment finding out for her grasp’s in advertising in Singapore. Do you count on her to proceed the household legacy?
VS: I’ll do like my household has executed. I’ll simply encourage her to go by her coronary heart and to comply with what she feels she want to do. In fact, she has a really intuitive sensibility about luxurious, about jewelry, about creating. She’s a bit of bit youthful than you, she’s 22! However I believe she’s going to comply with her personal path.
This interview was edited for size and readability.
This text was first seen on Esquire Singapore.
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