FRED Brand CEO Rachel Marouani

FRED was founded in 1936 and was acquired by LVMH in 1995.

The eldest son of Fred Samuel, the founder of the brand, is a sailing champion. He used the sailing boat rope to wrap his bracelet to his wife. He became the inspiration source of the first Force 10 bracelet. This FRED's most iconic work series is exquisite, but it embodies the essence of all the brands of FRED: love, ocean, freedom, travel and a lot of courage.

A few days ago, at the opening of the first boutique in Shanghai Hang Lung Plaza, FRED watched the FRED global president.

An exclusive interview was made.

Rachel's typical French elegance, blue and brown eyes, shows firm, moving, gentle, gentle and powerful combination.

Since she took the palm.

She was determined to return the brand to her original ambition.

Today, she is witnessing this significant growth.

She has a very deep understanding of the style and brand gene of FRED jewelry series. She will also look for brand archives to get inspiration.

"I don't think FRED is an unreachable luxury brand," Rachel said. "It's a luxury brand, but it's not a show off.

It has a low profile charm, and our jewelry is designed to keep customers comfortable everyday, rather than in a safe.

The new global

It also launched a new architectural concept for stores in France and around the world. The store's design is warm and overflowing, which perfectly embodies the philosophy of the brand, and at the same time makes FRED elegant.

In order to work, she spared no effort.

"I take the frequency of a plane like other people take a bus." every 15 days, she will travel by air, basically for work, "she said." but I am eager to do all this. "

By creating design that can enlighten the fun of life, in 2011, Rachel released the Pain de Sucre exchange ring.

Pain de Sucre Sucre is a unique gem cutting masterpiece. The whole series is colorful and interesting. The gemstone on the ring surface can be changed with the wearer's mood, matching different clothes, and there are nearly 30 kinds of colors to choose.

Rachel is obviously full of emotion for the hot selling series launched in 2011. She showed the Pain de Sucre ring to her reporters. The gem is convex and round, and it is like a famous EL CERRO PAN DE AZUCAR in Rio De Janeiro. "When our customers first buy, they usually buy 3 to 4 colors," she said. "After that, they will come back to buy more colors."

Wearing it will bring people a very happy and warm feeling, the joy of life..