Born into a family that dealt in gemstones, Fred Samuel founded his own business in the city of fashion – Paris – in 1936. As a young jeweller he produced exceptional jewellery pieces that were decorated with the most colourful stones. He derived his source of inspiration from his love of the sea. That’s why, together with his eldest son, he created his most important collection: based on a connecting piece required in sailing, they created what is still today the most popular item from FRED – the Force 10.

The jewellery creations of FRED represent soft forms and are immediately recognisable. Fred’s son wanted to give his wife a special piece of jewellery. Inspired by sails, he created what is still today the company’s most popular item – the Force 10. The cord strap is made from steel, textile or gold, and has gilded ends.