Development and diversification (1960–1990)
From the 1960s onwards, the company experienced sustained growth when Fred Samuel's sons, Henri and Jean, joined the business. Together they opened various boutiques in France, Monaco and the United States. They also decided to broaden the House's product range by opening the "6 Royale" in the 8th arrondissement of Paris in 1975, a boutique dedicated to the sale of leather goods and luxury accessories.[10]
At that time and for many years, the company distributed watches including brands such as Piaget, Rolex, Baume & Mercier and Audemars Piguet.
In December 1962, Fred opened its first shop at Orly airport when the terminal opened.
The company built its reputation by collaborating with renowned artists: Jean Cocteau and Bernard Buffet for the creation of their own jewellery in 1962 and in 1971, and then with the organisation of an exhibition of Braque jewellery in 1972. For the opening of the Beverly Hills boutique in 1977, engraved plates by Picasso depicting "Ovid's Metamorphoses" were exhibited. Over the years, other artists have worked with the company, such as Miroslav Brozek, Arman and even Jean-Paul Goude.[11]
The company also relied on precious stones to develop. In 1977, it acquired a 105.54-carat yellow diamond which it named the "Soleil d'Or", officially ranked 52nd among the world's largest cut diamonds.[12] This diamond was unveiled on the 24th of November 1977 in the boutique at 6 Rue Royale in Paris during an exhibition entitled "Some of the World's Most Beautiful Diamonds", as part of De Beers' private collection of exceptional stones.
In 1981, it acquired the "Blue Moon", a 275-carat sapphire.
In 1987, at the occasion of the opening of a Fred space in the heart of Galeries Lafayette, the House presented the public with a collection of 50 diamonds of differing sizes and colours. In 1988, Fred acquired 42 coloured diamonds and created a first setting called "Arc-en-ciel". At that time, Fred Samuel was the first jeweller to make coloured diamonds his speciality.[13]
The company inaugurated a boutique in Monaco in 1976, in the presence of Grace Kelly, and Fred became jeweller and supplier to the royal family.[14]
During this period, the company signed orders for various dynasties around the world, such as the royal family of Nepal in the 1950s as well as Middle Eastern princes between 1970 and 1990.
Throughout these years, the company's reputation attracted French celebrities such as Maurice Chevalier, Sacha Guitry, as well as Catherine Deneuve, Régine, Alain Delon, Yves Montand and Johnny Hallyday.[15]
