French luxury jewellery brand FRED has inaugurated its first Malaysian store, located on the ground floor of Seibu The Exchange TRX.
Known for its audacious and innovative designs, FRED was founded in Paris in 1936 by Fred Samuel and now operates over 50 stores globally, including outlets in 30 countries.
Store Design and Product Range
The newly opened store features a modern design with wide glass windows, gold and white decor, and central blue display shelves. This setting provides the backdrop for FRED’s extensive product range, including the latest addition to their collection, the Pretty Woman Sunlight Message necklaces.
Pretty Woman Sunlight Message Necklaces
Continuing its legacy of innovation, FRED has introduced a unique technology in its Pretty Woman Sunlight Message necklaces. These necklaces, crafted in pink gold and adorned with diverse diamond pavé settings, conceal hidden love messages that are only visible when illuminated by light. This technology, adapted from practices used in the watchmaking industry and banknote production, is being applied to jewellery for the first time by FRED.
The necklaces’ surfaces are engraved at specific points calculated by the Rayform technology and its algorithm, creating nearly imperceptible engravings that reveal messages such as “I Love You” and “Amour” when light hits them from the side. This effect mirrors the sun’s reflections on the sea, adding an element of surprise and romance to the jewellery.
FRED’s entry into the Malaysian market with its store at The Exchange TRX and the introduction of the Pretty Woman Sunlight Message necklaces showcases the brand’s commitment to innovation and luxury. This expansion not only broadens FRED’s global presence but also introduces Malaysian customers to unique, technologically advanced jewellery pieces. As FRED continues to blend tradition with innovation, it sets a high standard for jewellers worldwide, encouraging them to explore new technologies and creative designs in their collections.
