Cover Valerie Samuel, vice president and artistic director of Fred (Photo: Fred)
Valerie Samuel, vice president and artistic director of Fred (Photo: Fred)
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The artistic director and vice president of Fred shares her style secrets and what’s next for her grandfather’s jewellery maison
Valerie Samuel has impeccable taste. The Fred boutique that has opened its doors at The Shoppes in Marina Bay Sands is a testament to that fact. The jewellery store glimmers with elements of the French Riviera: arches glow with the golden accents of a sunrise, lattice panels are carved in an Art Deco pattern inspired by palm trees, and sea foam seem to have washed ashore on sandy carpets.
Every detail was decided by Valerie, right down to the doorknob. The boutique’s Mediterranean mood is deliberate; the French Riviera is, after all, the spiritual home of Fred. Its physical one is Paris, where Valerie’s grandfather, Fred Samuel, founded his jewellery maison over 80 years ago.
Fred captured a sense of joie de vivre with his use of pearls and vibrant gemstones. He also made a name for himself with his nautical designs—Fred’s bestselling Force 10 bracelet, for example, was inspired by a braided sailor’s rope—and collaborations with artists like Jean Cocteau. And he had the honour of calling the likes of Marlene Dietrich and the Princess Grace of Monaco his faithful clients.
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The newly opened Fred boutique at The Shoppes in Marina Bay Sands is the jeweller’s largest store in Southeast Asia (Photo: Fred)
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It’s this shining legacy that Valerie, vice president and artistic director of Fred, is continuing—and cataloguing.
She has been assiduously collecting vintage pieces to build Fred’s archives, sourcing them through the secondhand jewellery market. Her most treasured find so far? A 105-carat yellow diamond, resembling a piece of the sun, that her grandfather discovered in the late ‘70s, and which will be exhibited at Fred’s first retrospective exhibition at the Palais de Tokyo in Paris later this year.
Above Fred’s bestselling Force 10 is fully customisable; clients can choose from various colours, metals and gemstones for the bracelet and its carabiner-inspired buckle. (Photo: Fred)
Fred’s bestselling Force 10 is fully customisable; clients can choose from various colours, metals and gemstones for the bracelet and its carabiner-inspired buckle. (Photo: Fred)
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While she is devoted to her grandfather’s legacy, Valerie is by no means living under a shadow. Here, the proud Leo shares how she remains authentically herself through her exuberant style and inventive ways of wearing jewellery.
How would you describe your style?
Valerie Samuel (VS): I’m very much a Parisian lady. I would describe my style as active, with a sort of “informal glamour” and a bit of sparkle—coming from the jewels, of course. It’s the Leo in me. My grandfather was a Leo, I’m a Leo, so I think Fred is a very “solar” brand.
Who are your style inspirations?
VS: I’m very much eclectic in that I just want to be myself. I don’t want to be someone that I’m not. I’m a very authentic person; I’m the same when I meet you, or when I’m with my children or my husband. And my style very much depends on my mood, the occasion, and my way of living. I don’t have just one style. I’m not a minimalist, I’m not edgy or too romantic. I have my own style. It’s also the privilege of being older; you get to know what you like and what you don’t like. I always go for clothes that allow me to be myself, to express my personality and share that with others. I also look out for the quality of the materials, the shapes, the finishes, and the colours of the clothes.
How do you dress to impress?
VS: Usually, I don’t dress to impress, because I think I already have a big presence. Instead, I wear something that makes me feel confident and allows me to be myself. One of the style items I cherish the most is a cape. I love capes. I have ten or 15 of them, for all seasons from summer to winter. It can be on a dress, a jacket, or on a coat. The most elegant one I have is a tuxedo cape from Givenchy that I can wear with a belt as a dress, but also over a pair of flare pants. I also have a white dress with a lace cape that’s really beautiful. I like capes because they allow me to express myself; they cover you but you’re free to move around in them. I also love the colour white. When you wear white, you shine. It’s like a way of sparkling.
What is your preferred footwear?
VS: Definitely stilettos. I will always wear stilettos, even when travelling.
Do you have a favourite brand to shop for shoes?
VS: I love Valentino, I have to admit, because they are very much comfortable. They’re the perfect high heels for me. I also like to wear Dior, Louis Vuitton and Fendi.
What is the last purchase you made?
VS: I’m a shopping addict (laughs). My last purchase was a light cashmere sweater in bright colours. I went for something with rainbow colours because I want to bring the energy of light and colour to my wardrobe for the summer. Also, as I’m travelling a lot, it’s great to always have a sweater. I’m looking forward to wearing it in more relaxed places.
Above “I think Fred is a very ‘solar’ brand,” says Valerie, a statement that is exemplified through the brand’s campaigns (Photo: Fred)
“I think Fred is a very ‘solar’ brand,” says Valerie, a statement that is exemplified through the brand’s campaigns (Photo: Fred)
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What is something you would never wear?
VS: I will never, ever wear Crocs. For me, they are not even worth considering. But people around me love them, like my children and my mother. And I ask them, how can you? You are French, you are well-educated, you have style—and you wear Crocs? And they want to add Jibbitz, they try to tell me how cool they are and I don’t even want to look. Even if they’re just going out to the garden, I tell them they cannot wear Crocs!
What is your go-to bag?
VS: My Celine Luggage bag. It’s always with me because it has all the things that I need every day, like my computer, an umbrella and a mask. Plus, I include an elegant pouch that I can use that matches my outfit, so that when I go to a restaurant, I can just take that with me. My Celine bag is always with me, even at night when I leave the office. Working remotely, in a way, gives you so much freedom, but you need to carry your life around.
What’s something special that you carry in your bag?
VS: I always have pictures of my children, my friends, and my travels with me. They are my way of getting inspiration. I also take pictures of things all the time; it’s how I share my ideas with my team. Recently, I went to the Gardens by the Bay and I was lucky enough to go inside the Flower Dome with all the cherry blossoms. I took pictures there, which I know I will use one day. When I get inspired and I want to create something, I always create a mood board.
Above Under Valerie’s direction, Fred has expanded its Pretty Woman line, which is inspired by the ruby and diamond Fred necklace worn by Julia Roberts in the movie of the same name (Photo: Fred)
Under Valerie’s direction, Fred has expanded its Pretty Woman line, which is inspired by the ruby and diamond Fred necklace worn by Julia Roberts in the movie of the same name (Photo: Fred)
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What is your most prized possession in your closet?
VS: Being in the jewellery world for over 25 years, I have amassed closets of jewels arranged by lines, colour, brand or typology, and they are definitely my most valuable possessions.
How do you style your jewellery?
VS: For me, it’s a question of my mood in the morning, and then what my day looks like. Once I have the outfit for the occasion, I move on to jewellery. I love matching my jewellery to my outfit, like wearing rings that enhance the fabric of my dress. I also love hair jewels. I just add an elastic band and I can style a necklace on my hair, which is great especially if I’m having a bad hair day.
I never go for a full set, like a diamond necklace with matching earrings, because I want to create my own combination. I don’t have any limitations when it comes to styling my jewellery. And I think it’s great that today there is a trend of stacking, mixing and matching your jewellery.
Which of your jewellery creations for Fred are you most proud of?
VS: It’s a tricky question, it’s like asking which of my child is my favourite. (laughs)
Every piece of jewellery evokes an emotion, but there’s a tendency to focus on the latest thing that you’re working on. Recently I’ve been working a men’s capsule collection that celebrates the historical codes of the Force 10, which is so fun. I love the silhouette of the bracelet, and the fact that it empowers men who wear it. Men are now more interested in jewellery and they’re stacking their pieces, which I think is so cool.
As long as there is a clear purpose or intention behind it, everything you create is beautiful.
I’m always interested to listen to our clients and hear why they fell in love with a certain gemstone or a shape, or why they don’t like it. Jewellery is so personal.
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Above The Fred Seeks Fred campaign, featuring the “Oiseau” (Bird) brooch (Photo: Fred)
Above Margaux Hemingway shows off the Soleil D’or (Golden Sun), a 105.5-carat yellow diamond discovered by Fred (Photo: Fred)
The Fred Seeks Fred campaign, featuring the “Oiseau” (Bird) brooch (Photo: Fred)
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What is your favourite Fred piece from the archives?
VS: All of our vintage pieces are special to me because they express a different time, a certain know-how and expertise. The bird brooch in our Fred Seeks Fred campaign is one of my favourite pieces. I like the movement and the expression of the bird. But picking one favourite is hard because I know the story behind each jewellery piece.
If I had to pick one piece, it would be the Soleil D’or, which is not a jewel but a gemstone. My grandfather discovered in 1957. It’s a diamond in “Fancy Intense Yellow”. At the time, it weighed 105 carats. It was one of the largest stones in the world. My grandfather called it Soleil D’or just by looking at its colour and its sparkle.
The gem was sold to a private collection, but I was able to buy it back for the maison after 42 years. To announce Fred’s upcoming exhibition at the Palais de Tokyo in Paris, I presented the diamond on November 24, 2021—exactly 44 years after my grandfather unveiled it to the public.
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What is your fondest memory of your grandfather?
VS: I’m living with memories of him every day. The brand has his name, and his pictures are everywhere. What makes me emotional is that, when preparing for the exhibition or collecting the archives, I have met a lot of people and they all tell me the same thing. They all give testimonials about his kindness, his generosity, his athletic structure, his charismatic nature—it’s unanimous. It’s quite special because I don’t see anyone like that today. Someone important in the jewellery industry also told me that my grandfather was the only jeweller that nobody ever said anything bad about. When you get such a compliment, the pressure is high (laughs). Today, I’m very lucky to continue his vision and philosophy of life and share it with our clients.
Above Valerie’s grandfather and founder of Fred, Fred Samuel (Photo: Fred)
Valerie’s grandfather and founder of Fred, Fred Samuel (Photo: Fred)
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Pameyla Cambe is the Assistant Digital Editor of Tatler Singapore. She handles the Fashion section of the website, where she reports on trends, the hottest fashion launches and what your favourite Asian celebrities are wearing.
