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.

For almost 90 years, Maison FRED has been reflecting the character and vision of its founder, Fred Samuel: his infinite love of light, his consistently warm and caring soul, and his joie de vivre. 
With its new campaign, FRED unveils its warmest, most sun-drenched facet: what makes it The Sunshine Jeweler. A jeweler with a unique personality and an undeniable savoir-faire, who illuminates all small and big moments of life.

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.