In Dialog with Valerie Samuel, Creative Director and Vice President of FRED

Because the Creative Director and Vice President of FRED, Valerie Samuel can 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 via generations, shared insights into the model’s artistic 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 actual fact, 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 Creative Director and Vice President of FRED, what are the primary challenges you face by way of balancing creativity with the enterprise facet of issues?

VS: Properly, 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 shoppers’ expectations.

How would you describe FRED’s model character, and the way is it mirrored in your designs?

VS: FRED may be very a lot linked to the distinctive character and imaginative and prescient of our founder, Fred Samuel, who established the model in 1936 — nearly 90 years in the past. At the moment, we encapsulate our FRED DNA via FRED the Sunshine Jeweller, which I feel may be very a lot linked to his distinctive imaginative and prescient and units us other than others.

Is there a standard false impression folks have about FRED that you simply wish to deal with?

VS: I’m not positive I do know what the incorrect notion of our Maison is as a result of all of the folks I meet appear to have fairly a superb understanding of our distinctive character, 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. At the moment, we proceed to share and provide that imaginative and prescient to our shoppers. I haven’t encountered anybody with a very completely 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 character of FRED the Sunshine Jeweller.

How does the Maison create jewelry that feels recent and progressive 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 best stability between conventional craftsmanship and the progressive spirit that may be very a lot rooted in our heritage. We name it artistic audacity, which has at all times been one of many drivers of my grandfather’s imaginative and prescient. Once you mix all these parts collectively, you provide jewels which can be on-trend and inside the now spirit.

Because the Inventive Director of the Maison, I attempt to pursue not solely my grandfather’s imaginative and prescient but in addition infuse my very own sensibility by way of 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 feel success is de facto outlined by the attraction to the consumer. It’s the consumer who makes the success of the Maison once they really feel a reference to the jewelry. Jewelry is about including one thing to any valuable second in life—it’s about connection and emotion. So, it’s our shoppers who outline the success of the Maison once you see the attraction of our collections to them.

What about your individual 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 character. 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 wish to take pleasure in life each day, make each second particular, and each encounter significant. That will be my private achievement of success—if I can achieve residing that dream.

Do you assume 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 have to be primarily based on conventional craftsmanship. Conventional craftsmanship and excellence must 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 mild — whether or not daylight or synthetic mild. It’s an progressive expertise, nevertheless 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 mild 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 popularity for being fashionable amongst a extra mature clientele, though it has such recent and progressive 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 consumer. However I additionally really feel, once 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 consumer 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 wish to provide jewelry that may be there for any valuable second in life—be it your first commencement, your first job, or your old flame—to have a good time these moments with you.

Which assortment do you think about to be the logo of FRED, and why?

VS: I might positively say Pressure 10. At any time when we open a brand new market or retailer, it’s Pressure 10 that instantly appeals to the broadest vary of shoppers. I feel it’s due to its in-the-now spirit, its progressive design, and the values it conveys.

The Pressure 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 at some point he had the concept of turning a nautical cable into a jewelry piece for my mom. That’s how Pressure 10 was born.

It’s additionally versatile — you’ll be able to play with the cables, and it could 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 Pressure 10 assortment to your mom? That’s fairly romantic.

VS: Sure, for me, every bit of jewelry has a which means. You at all times 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’re keen on. Every bit 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. At the moment, I’m carrying the Pressure 10 bracelet in a glamorous interpretation with diamonds, paired with a sporty-chic bangle. Pressure 10 Rise is a bit I really like for its simplicity and ease of damage.

Pressure 10 Rise is the newest addition to the Pressure 10 repertoire. What’s completely different?

VS: For me, it’s the essence of Pressure 10 — it’s the quintessence of the Pressure 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 each day and stack, which I actually love to do.

Do you’ve gotten a private anecdote about your grandfather that encapsulates his character?

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 character. Everybody who met him remembers him with nice emotion. He was often known as Monsieur Fred, and his shoppers turned his pals, and his pals turned his shoppers. There was no separation between his private {and professional} life.

One reminiscence I’d prefer 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 season. 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 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 have been assured I might take over their heritage and pursue their imaginative and prescient. I began at 18 whereas learning legislation, 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 in every of my biggest challenges once I was younger, and an important reminiscence on the identical 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 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 number of days.

The Princess and Queen needed so as to add two parts for the tiara to additionally change into earrings. The piece ended up changing 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 learning 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 wish to do. In fact, she has a really intuitive sensibility about luxurious, about jewelry, about creating. She’s somewhat bit youthful than you, she’s 22! However I feel she is 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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