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

Because the Inventive Director and Vice President of FRED, Valerie Samuel can be the granddaughter of the model’s founder, Fred Samuel. The storied French jewelry Maison recognized 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 reality, 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 aircraft, 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: Nicely, I believe 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 persona, and the way is it mirrored in your designs?

VS: FRED could be very a lot linked to the distinctive persona and imaginative and prescient of our founder, Fred Samuel, who established the model in 1936 — virtually 90 years in the past. As we speak, we encapsulate our FRED DNA via FRED the Sunshine Jeweller, which I believe could be very a lot linked to his distinctive imaginative and prescient and units us aside from others.

Is there a standard false impression individuals have about FRED that you simply want to tackle?

VS: I’m not positive I do know what the flawed notion of our Maison is as a result of all of the individuals I meet appear to have fairly an excellent 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 fashionable jeweller designer” and envisioned jewelry to be created for each women and men. As we speak, we proceed to share and provide that imaginative and prescient to our shoppers. I haven’t encountered anybody with a completely completely different imaginative and prescient of the Maison as a result of I believe simply by dwelling 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 modern whereas being instantly identifiable as FRED?

VS: I believe it goes again to the beginning of our dialogue—it’s about crafting jewelry that aligns with our model DNA and strikes the fitting stability between conventional craftsmanship and the modern spirit that could 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. Whenever you mix all these components collectively, you provide jewels which are on-trend and throughout the now spirit.

Because the Artistic Director of the Maison, I attempt to pursue not solely my grandfather’s imaginative and prescient but in addition 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 may provide—it’s all very modern and meets our shoppers’ expectations.

How do you outline success for the model?

VS: I believe success is basically outlined by the attraction to the shopper. It’s the shopper 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 if you see the attraction 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 believe I’m following my grandfather’s distinctive persona. I used to be very near him—we’re each Leos, so I believe the photo voltaic signal performs a task. For me, success is happiness. I need to take pleasure in life daily, make each second particular, and each encounter significant. That might be my private achievement of success—if I can reach dwelling that dream.

Do you suppose there’s a line between how a lot you may 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 ought to be the muse of every thing you do. You innovate on high of that.

Among the best examples I can share is the Fairly Girl 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 modern 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 gentle in a means that we wish. The gathering was truly impressed by Fairly Girl starring Julia Roberts within the 90s!

I discover it odd that FRED has a popularity for being common amongst a extra mature clientele, although it has such contemporary and modern 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 professional and mature shopper. However I additionally really feel, once I meet our shoppers, that we attraction to a really younger and classy viewers.

It actually will depend on 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 rare, one-of-a-kind piece of excessive jewelry. It’s very private. What’s sure is that we need to provide jewelry that may be there for any valuable second in life—be it your first commencement, your first job, or your past love—to rejoice these moments with you.

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

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

The Drive 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 created from a nautical cable. He was a European crusing champion, and someday he had the concept of turning a nautical cable into a jewelry piece for my mom. That’s how Drive 10 was born.

It’s additionally versatile — you may play with the cables, and it might probably go from informal stylish to glamorous. It appeals to each youthful and extra mature shoppers. It’s actually the logo of the Maison.

Your father created the Drive 10 assortment on your mom? That’s fairly romantic.

VS: Sure, for me, each piece of jewelry has a which means. You at all times keep in mind why and if you obtained 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. 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 tough query—it’s like asking which of my youngsters I choose! I really like to pick items that match my temper or event. I take pleasure in stacking jewelry. As we speak, I’m sporting the Drive 10 bracelet in a glamorous interpretation with diamonds, paired with a sporty-chic bangle. Drive 10 Rise is a bit I really like for its simplicity and ease of wear and tear.

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

VS: For me, it’s the essence of Drive 10 — it’s the quintessence of the Drive 10 codes, with the buckle and cable encapsulated collectively in a really elegant, female jewelry piece. It’s one thing you may put on daily and stack, which I actually love to do.

Do you’ve 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 referred to as Monsieur Fred, and his shoppers grew to become his associates, and his associates grew to become 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 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 believe 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 regulation, and so they gave me their belief and encouragement. They believed it was okay to attempt one thing and, if it didn’t work, to attempt 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 believe it was one in all my biggest challenges once I was younger, and a terrific 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 along 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 may meet them since you don’t have a selected appointment. So, it took a number of days.

The Princess and Queen wished so as to add two components for the tiara to additionally turn out to be earrings. The piece ended up changing into a tiara that might rework 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 every thing.

Earlier than the interview, you talked about your daughter is presently learning for her grasp’s in advertising in Singapore. Do you anticipate her to proceed the household legacy?

VS: I’ll do like my household has carried out. I’ll simply encourage her to go by her coronary heart and to comply with what she feels she want to do. After all, she has a really intuitive sensibility about luxurious, about jewelry, about creating. She’s slightly bit youthful than you, she’s 22! However I believe 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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