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French luxury jeweller FRED has released a new marketing campaign – The Sunshine Jeweller – paying tribute to the brand’s founder. | Source: Fred

Campaign watch: FRED embraces sunshine by the sea

Posted March 26, 2024 | By Samuel Ord

French luxury brand FRED has released a new marketing campaign – The Sunshine Jeweller – paying tribute to the brand’s founder.

Born in Argentina in 1908, Fred Samuel moved to France at the age of 16 and launched his first jewellery business in 1936, specialising in unique precious gemstones.

The campaign is dominated by imagery from the picturesque French Riveria region and features jewellery from various collections, including Force 10, Chance Infinie, and Pretty Woman.

Dani Maher, Senior Writer at Harper’s BAZAAR Australia and New Zealand

"For the esteemed jeweller Fred Samuel, there was never any greater inspiration for his work than that of the sunlight which illuminated his life."

Dani Maher, Harper’s Bazaar

“For the esteemed jeweller Fred Samuel, there was never any greater inspiration for his work than that of the sunlight which illuminated his life,” writes Dani Maher of Harper’s Bazaar.

“Like stars shining above the water of the Riviera, FRED’s jewellery and high jewellery collections are illuminated to showcase their sophisticated savoir-faire, and laidback yet refined stylings — perfect for capturing the luminosity of an endless summer for every day of the year, brightening even the dreariest of days, allowing wearers to dive into each day and embrace each sparkling moment.”

FRED was acquired by the LVMH Group in 1995. LVMH reported a 7 per cent increase in jewellery sales in the past financial year.