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Fred Samuel always had avant-gardist views on jewelry, which made us unable to ignore the passion, joie de vivre and sincerity he reflected through his profession, especially that he was audacious in his creativity and very generous. All these attracted clienteles from all over the world and from the Middle East in particular, which the designer had exceptional designs brought to it. In order to honor this special relation between them, Maison FRED is returning today to the region, thus opening the first FRED boutique in Dubai.

With the sunlight taken as a foundation for the boutique’s architecture, the overall ambiance takes us on a journey to a French-Riviera oasis in the heart of the desert where we experience nothing less than a warm feel of a family home. However, this isn’t new to us as this warmth, creativity and light have always been part of FRED’s marvels that are made to accompany us in life’s little and large moments.

The showroom echoes the same personality – the sand-coloured façade features three large Mediterranean-style arches in pink gold. Their clean lines also inspired the new FRED pattern, while smaller arches in staggered rows evoke a palm trees and sunsets over the Arabian sea.

FRED’s ethos when it comes to jewellery design is to create an everyday experience that is stylish, relaxed and exudes joy and sunlight. The brand’s iconic Force 10 collection exemplifies this philosophy and is a manifestation of FRED’s inimitable approach to fine jewellery. Since its inception in 1966, the collection has represented a revolutionary approach to jewellery -- it melds a twisted steel rope with a gold buckle.