As the French jeweler FRED continues to grow its international footprint, the region has emerged as one of the brand’s most promising regions. With four boutiques already established and a new Abu Dhabi location on the way, FRED is laying the groundwork for a deeper cultural and creative dialogue with the region. In this exclusive Katsbling.com interview, CEO Vincent Reynes shares his vision for expansion, the evolution of the Maison’s iconic Force 10 collection, and the rising influence of personalization and their stunning high jewelry pieces.
Katsbling: You have a long history with the region. Tell us about your connection to the part of the world and your plans for growth.
Reynes: The region is very dear to my heart. I lived here for five years, from 2017 to 2022. We already have four stores in the region, including Dubai Mall and Mall of the Emirates, and we are present in Kuwait and Saudi Arabia. A new boutique will soon open in Abu Dhabi. We strongly believe in the Middle East. It is one of the most active and forward-thinking regions in the world, which suits our brand profile perfectly. Our plan is to continue expanding and to grow our cultural connection with the region.
Katsbling: What are your best-selling collections in the region, and how does high jewelry fit into the story?
Reynes: Our best-selling and most iconic collection is Force 10. It carries the values, design spirit, and identity of the brand, representing who we are and the legacy of Mr. Fred. We are lucky to have an iconic product. A best-seller can change, but an icon endures. High jewelry is fundamental for us. It is to jewelry what haute couture is to fashion. It carries all our savoir-faire and creative inspiration. Many high jewelry pieces, including those from the Horizon chapter of Mr. Fred in the Light, are connected to Force 10.
Katsbling: How has Force 10 evolved for today’s client?
Reynes: Force 10 is iconic because of its recognizable shape. It was created in 1966 by Henri Samuel, not Fred Samuel, and next year we will celebrate its sixtieth anniversary. Its evolution lies in modularity and versatility. You can change the bracelet according to your mood, personality, or moment of the day. Modularity, introduced around 2007, has made the collection even more modern and adaptable to life in the Middle East, where wardrobes and occasions vary greatly. We have also expanded the collection to include rings, pendants, and earrings to complement the bracelet.
Katsbling: How are trends like personalization and gender neutral jewelry shaping your creative approach?
Reynes: Personalization, versatility, and modularity are more important than ever. People want jewelry that adapts to their mood and identity. Gen Z especially looks for pieces that are hyper-personalizable. FRED fits naturally into this trend. Even our high jewelry pieces are versatile. For example, some can be worn as a necklace or transformed into a brooch. As for unisex design, we have never forced women’s jewelry onto men. Men come to FRED because they find something here that they do not find elsewhere. Force 10 is a perfect example of a collection that speaks to both.
Katsbling: Can you share more about your latest launches?
Reynes: We launched Force 10 Rise this year, expanding the icon with rings, earrings, and pendants. We also re-launched our second icon, the Chance Infinie collection, in the medium j jewelry segment. It now features central diamonds and a refined design evolution that extends the signature shape. This relaunch allows us to reach new clients and continue growing our presence in the region.
Katsbling: Where is your focus as you continue building your presence in the region?
Reynes: We must remain faithful to our DNA while embracing local culture. Dubai reminded me immediately of why I loved living here…it is a land of opportunity, optimism, and possibility. FRED does jewelry seriously without taking itself too seriously. This balance resonates strongly with the region. We will continue expanding our network and building cultural connections that anchor our identity in the Middle Eastern landscape.
Katsbling: Is there anything upcoming that you can share with us?
Reynes: We will soon celebrate our ninetieth anniversary as a brand, as well as the sixtieth anniversary of Force 10. We will continue shining with positivity, creativity, and joy, and we look forward to celebrating these milestones with our clients.
