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 recognized for its daring creativity and timeless class, 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 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, actually, 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: Effectively, I feel the very first thing that is essential for me is to remain true to our model DNA and to proceed to complement my grandfather, Fred Samuel’s imaginative and prescient in crafting jewels that match our spirit and in addition match our purchasers’ expectations.
How would you describe FRED’s model persona, and the way is it mirrored in your designs?
VS: FRED may be very a lot linked to the distinctive persona and imaginative and prescient of our founder, Fred Samuel, who established the model in 1936 — nearly 90 years in the past. Immediately, we encapsulate our FRED DNA by FRED the Sunshine Jeweller, which I feel may be very a lot linked to his distinctive imaginative and prescient and units us aside from others.
Is there a typical false impression folks have about FRED that you simply want to tackle?
VS: I’m not positive 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 trendy jeweller designer” and envisioned jewelry to be created for each women and men. Immediately, we proceed to share and supply that imaginative and prescient to our purchasers. I haven’t encountered anybody with a very totally different imaginative and prescient of the Maison as a result of I feel simply by residing the values of the home, you are feeling the distinctive persona of FRED the Sunshine Jeweller.
How does the Maison create jewelry that feels contemporary and revolutionary whereas being instantly identifiable as FRED?
VS: I feel it goes again to the beginning of our dialogue—it’s about crafting jewelry that aligns with our model DNA and strikes the precise stability between conventional craftsmanship and the revolutionary spirit that may be very a lot rooted in our heritage. We name it inventive audacity, which has all the time been one of many drivers of my grandfather’s imaginative and prescient. While you mix all these components collectively, you supply jewels which are on-trend and throughout the now spirit.
Because the Inventive 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 supply—it’s all very up to date and meets our purchasers’ expectations.
How do you outline success for the model?
VS: I feel success is absolutely outlined by the enchantment to the shopper. It’s the shopper who makes the success of the Maison after 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 purchasers who outline the success of the Maison once you see the enchantment 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 feel I’m following my grandfather’s distinctive persona. I used to be very near him—we’re each Leos, so I feel the photo voltaic signal performs a job. For me, success is happiness. I need to get pleasure from life day by day, make each second particular, and each encounter significant. That will be my private achievement of success—if I can reach residing that dream.
Do you assume there’s a line between how a lot you possibly can innovate earlier than breaking custom? Is there a line?
VS: For me, innovation have to be based mostly on conventional craftsmanship. Conventional craftsmanship and excellence ought to be the inspiration of all the things you do. You innovate on prime of that.
Among the best examples I can share is the Fairly Lady 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 revolutionary expertise, however it’s crafted with excellence and incorporates all our excessive jewelry codes.
Wait, how is that doable? I’m so confused.
VS: There are little dents and ridges on the piece that manipulates and directs gentle in a approach that we would like. The gathering was truly impressed by Fairly Lady 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 contemporary and revolutionary collections.
VS: On my facet, I wouldn’t say we solely enchantment to a mature clientele. We’ve been within the jewelry enterprise for nearly 90 years, so in fact, we enchantment to a extra skilled and mature shopper. However I additionally really feel, after I meet our purchasers, that we enchantment to a really younger and stylish viewers.
It actually is determined by your private journey with jewelry and the way you enter the model. Our youngest excessive jewelry shopper is 26 years outdated—a younger girl who purchased a unprecedented, one-of-a-kind piece of excessive jewelry. It’s very private. What’s sure is that we need to supply jewelry that may be there for any treasured second in life—be it your first commencement, your first job, or your past love—to have fun these moments with you.
Which assortment do you think about to be the symbol of FRED, and why?
VS: I might undoubtedly say Power 10. Every time we open a brand new market or retailer, it’s Power 10 that instantly appeals to the broadest vary of purchasers. I feel it’s due to its in-the-now spirit, its revolutionary design, and the values it conveys.
The Power 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 comprised of a nautical cable. He was a European crusing champion, and at some point he had the thought of turning a nautical cable into a jewelry piece for my mom. That’s how Power 10 was born.
It’s additionally versatile — you possibly can play with the cables, and it will possibly go from informal stylish to glamorous. It appeals to each youthful and extra mature purchasers. It’s actually the symbol of the Maison.
Your father created the Power 10 assortment in your mom? That’s fairly romantic.
VS: Sure, for me, every bit of jewelry has a that means. You all the time keep in mind why and once you acquired 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 tough query—it’s like asking which of my kids I desire! I like to pick items that match my temper or event. I get pleasure from stacking jewelry. Immediately, I’m carrying the Power 10 bracelet in a glamorous interpretation with diamonds, paired with a sporty-chic bangle. Power 10 Rise is a bit I like for its simplicity and ease of wear and tear.
Power 10 Rise is the newest addition to the Power 10 repertoire. What’s totally different?
VS: For me, it’s the essence of Power 10 — it’s the quintessence of the Power 10 codes, with the buckle and cable encapsulated collectively in a really elegant, female jewelry piece. It’s one thing you possibly can put on day by day and stack, which I actually love to do.
Do you have got a private anecdote about your grandfather that encapsulates his persona?
VS: It’s tough 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 known as Monsieur Fred, and his purchasers turned his buddies, and his buddies turned his purchasers. 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 purchasers to the mountains in winter and to the south of France in summer season. That exhibits 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 feel 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 regulation, they usually gave me their belief and encouragement. They believed it was okay to strive one thing and, if it didn’t work, to strive one thing else. I used to be very lucky to have their assist.
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 feel it was one among my best challenges after I was younger, and a fantastic 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 together with your creation. You current the piece to the Queen. You’re there, you see all these superb purchasers, however you don’t know when you possibly can meet them since you don’t have a particular appointment. So, it took a couple of days.
The Princess and Queen wished so as to add two components for the tiara to additionally grow to be earrings. The piece ended up turning into a tiara that would remodel into necklaces, earrings and brooches.
I keep 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 all the things.
Earlier than the interview, you talked about your daughter is at the moment finding out for her grasp’s in advertising and marketing in Singapore. Do you anticipate her to proceed the household legacy?
VS: I’ll do like my household has performed. I’ll simply encourage her to go by her coronary heart and to observe what she feels she want to do. In fact, she has a really intuitive sensibility about luxurious, about jewelry, about creating. She’s just a little bit youthful than you, she’s 22! However I feel she’s going to observe her personal path.
This interview was edited for size and readability.
This text was first seen on Esquire Singapore.
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