When Fred Samuel first launched his jewellery house in 1936, he inscribed the words "Fred Samuel, Modern JewelleryCreator" on his business cards a motto and manifesto that he wanted to impress on potential clients and business partners. 87 years down the line, those three descriptive words continue to ring true, and the founder's spirit lives on in the House that he built. It is this spirit and vision that Fred is paying tribute to with the first Asian staging of their retrospective exhibition Fred, Jeweller Creator Since 1936 in Seoul.
Set in the ultra-modern ALT.1 gallery at The Hyundai Seoul, the exhibition comprises more than 300 pieces of jewellery and objects, and nearly 200 archival items from the Maison's heritage and private collections. "The exhibition aims to tell the story of Fred," the brand's CEO Charles Leung explains. "The brand is gaining momentum already, but knowledge about the brand has not been made very clear yet."
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