Fred, the sunshine jeweler, is infusing its new boutique in saudi arabia with the radiant spirit of the french riviera

Founded almost 90 years ago, Maison FRED is continuing its expansion in the Middle East. After the United Arab Emirates and Kuwait, the Sunshine Jeweler is now turning its attention to Saudi Arabia for the opening of its new boutique—its fourth in this part of the world, a place it holds particularly dear.

The story between the Middle East and Maison FRED began in the 1980s, when founder Fred Samuel would organize jewelry exhibitions on the French Riviera. While there, he met a number of prestigious Middle Eastern clients, including royal and princely families, who were captivated by his bold creativity and signature warmth. Recognized for his outstanding expertise in precious and colored stones, the Jeweler created for them spectacular jewelry and decorative items that shone a light on the most sumptuous gems. Among these iconic pieces include a tiara embellished with the famous Blue Moon, a 275-carat Ceylon blue sapphire, and the Fontaine aux Nénuphars, inspired by painter Claude Monet's water lilies, both testament to the Maison's outstanding technical prowess and pure refinement. Building upon this longstanding special relationship, Maison FRED has now chosen the Saudi Arabian capital of Riyadh for the destination of its fourth boutique in the Middle East.

Located in the heart of the Solitaire Mall, the new 80-m2 space is illuminated by the Maison's sun-filled universe. Designed with the expert savoir-faire of the finest French artisans, it takes you on a cruise along the French Riviera, a place that Fred Samuel so cherished. Straightaway, the façade adorned with pink gold-edged arches exudes a seaside atmosphere. The spirit of the Riviera radiates from its Mediterranean-blue walls and undulating patterns in the sand, caressed by gently lapping waves. Step inside and experience an instant invitation to escape, the perfect prelude before embarking on a sailboat—a poetic nod to the founder's enduring love for the sea—with imprints of sailing ropes criss-crossing on the walls. On this maritime horizon, shades of blue here and there tint aspects of the furniture, injected by warmth from a lighting resembling the sun. Refined to the very last detail, the boutique radiates a serene and tranquil atmosphere. Time feels suspended, inviting you to lose yourself while gazing at a sunset, as its shades seamlessly converge with the scintillating hues of the sea and adorn the elegant VIC lounge. This intimate space marks the final stage in the journey: hidden away behind doors with gentle golden waves, it features a large mosaic that captures the sea's golden-hour glimmer on the water.

A radiant dive into the heart of the French Riviera, this new boutique invites everyone on a luminous voyage, embodied by the Sunshine Jeweler's relaxed glamour, warm spirit, and joie de vivre.