FRED's connection to the Middle East began decades ago, when founder Fred Samuel first showcased his creations at jewellery exhibitions on the French Riviera in the 1980s. There, he encountered a range of prestigious Middle Eastern clients, including royalty and high-profile families, who were drawn to his bold, innovative designs and charismatic approach. This early exposure laid the foundation for a strong bond between FRED and the Middle East, one that has flourished ever since.
The new Saudi boutique captures the essence of the French Riviera, combining the glamour and elegance of southern France with the luxurious lifestyle of the Kingdom. Maison FRED has meticulously crafted the space to evoke a sense of sun-kissed refinement. The boutique’s design incorporates elements of the Riviera’s laid-back sophistication, with soft lighting and a serene atmosphere that invites visitors to explore the exclusive collections.
With its history of celebrating artistic creativity, Maison FRED has long been admired for its innovative approach to jewellery design. Known for the use of vibrant gemstones, bold colour palettes, and intricate craftsmanship, the brand’s creations have become a symbol of contemporary elegance. Its signature pieces, including the iconic ‘Force 10’ bracelet and the ‘Mistral’ necklace, are designed not only as jewellery but as works of art that tell a unique story.
In Saudi Arabia, Maison FRED hopes to tap into the growing demand for luxury goods, with an increasing number of high-net-worth individuals who are eager for exclusive, high-quality jewellery. The Kingdom has seen a significant rise in its luxury market, driven by its youthful population and an expanding consumer base that appreciates global brands. This presents an exciting opportunity for Maison FRED to solidify its position within the market, particularly among affluent women seeking elegant, statement-making jewellery.
FRED’s expansion into Saudi Arabia also coincides with the country’s wider economic diversification plans. As part of Vision 2030, Saudi Arabia is aiming to reduce its reliance on oil by fostering sectors such as retail, tourism, and entertainment. The luxury retail market has been a significant beneficiary of this transformation, attracting both international and regional brands. The Kingdom’s affluent population, with its strong appreciation for luxury and opulence, aligns perfectly with FRED’s philosophy of creating exceptional, timeless pieces.
Beyond its retail success, FRED is committed to contributing to the cultural exchange between France and the Middle East. Over the years, the brand has sponsored various cultural initiatives in the region, including art exhibitions and events that celebrate the intersection of French and Arab artistry. By engaging with the cultural scene, FRED has further solidified its bond with the Middle East, positioning itself as a brand that transcends mere jewellery, becoming a symbol of cross-cultural connection and creative expression.
The opening of this boutique in Saudi Arabia is not only a milestone for Maison FRED but also an indicator of the growing importance of the Middle East in the global luxury market. As the region’s appetite for exclusive and bespoke jewellery continues to rise, Maison FRED is perfectly poised to take advantage of these opportunities and further expand its footprint across the Gulf.
This new boutique is a direct reflection of the Maison FRED philosophy of offering personalised service to every client. Visitors to the store will be greeted by a team of highly trained staff, who are committed to providing an exceptional shopping experience. The boutique also boasts a luxurious and intimate setting, allowing clients to fully appreciate the beauty and artistry of FRED’s collections in an atmosphere of sophistication and exclusivity.
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Saudi Arabia