The Maison FRED, “Modern Jeweler-Designer” established in Paris since 1936 by Fred Samuel. From his childhood in Argentina, the light, the ever-present sea and the mellow energy of South America always stayed with him, becoming central themes of his work and inspiration. Caught up in the energy and excitement of the Thirties, he drew his creative inspiration from artists and shared his passion for jewelry with some of the most iconic personalities of the 20th century. In the 50s, Fred Samuel discovered the exceptional nature of gemstones and colored diamonds, becoming the favorite jeweler of the princes of the Middle East. A sports enthusiast, his passion for sport also influenced his creations, as shown by the Force 10 collection. Today part of the LVMH Group, the Maison FRED continues to bring together and perpetuate an unconditional love for gemstones, pearls, and light through its sun-drenched collections.