FRED Embarks on a New Journey in Kuala Lumpur

Discover the embodiment of FRED’s universe in the Maison’s newest and most radiant haven — a place where timeless charm and modern elegance fuse. 

Nestled in the heart of Kuala Lumpur, you can now step into a dreamy escape with Maison FRED as the iconic French jeweller unveils their brand-new boutique at The Exchange TRX. 

Founded in 1936 by Fred Samuel, the jewellery Maison is a manifestation of his deep affection for the sun and sea, which was cultivated from South America to the sun-kissed shores of the French Riviera.

All you need to know about FRED’s The Exchange TRX boutique: 

Adorning beautiful Mediterranean-style arches and FRED’s signature palm tree pattern in pink gold, the boutique boasts the timeless charm of the enthralling shores that are dear to the founder. This design, reminiscent of maritime horizons and the shifting hues of a sunset, creates a poetic sense of escapism and wanderlust for jewellery lovers. Bringing us more allure, the boutique also holds the finest craftsmanship by French artists with its 93m2 setting that beckons fashion darlings on a Riviera-inspired cruise through FRED’s sun-filled world. 

Weaving together with that, the boutique also gives us a sight to behold with its wave-inspired carpet that leads you to explore FRED’s sophisticated and fun collection. Surrounded by visual vibrations of sand and the gentle shimmering of the sea, it’ll feel as if you’re on an island. As you step inside, you can even enjoy a private room with a backdrop that mirrors the colours of the sea and the light of the azure Riviera, where you can obtain bespoke consultations and premium services or you can opt for a more secluded discussion at the boudoir that’s bathed in pink gold. 


Possessing all the DNAs of FRED, the store’s sun-drenched and sea-filled design, coupled with its stunning colour schemes exudes a subtle charm that is simply irresistible. The space will surely captivate the eyes of many fashion and jewellery connoisseurs, making it the perfect spot to indulge in a little retail therapy. 

What Else Can We Expect From The Boutique: 

From nautical and sporty-inspired pieces to high jewellery offerings, the boutique will display FRED’s emblematic collections such as Force 10, Pretty Woman and more. Made for men and women, each collection has its own silhouette, fluidity and works of art that can transcend seasons. 

Timeless luxury and contemporary elegance have always been of paramount importance to the Maison, so it isn’t a surprise to see stunning jewellery on the roster at this new iconic address. With an abundant range of styles in the store, fashion darlings and jewellery connoisseurs will have endless styling possibilities. 

Not just a store, the boutique is an invitation to explore the sun-infused jewels of FRED in a dreamy escape. For over 85 years, the Maison has captivated the jewellery world with its distinctive style, so it’s no surprise that the boutique holds to that. Even if you’re just there to look, not buy, the store is worth a visit to appreciate the minute attention to detail and the store is full of little stories you’ll have the pleasure of immersing yourself in.

What More to Know About FRED:

Jewellery has always had a constant connection to the past and that’s never been more apparent than at FRED, where the Maison is actively fostering conversations with their archives, history and legacies especially with their Monsieur Fred Inner Light collection that’s on rotation at iconic places.

Inspired by the unique personality of its founder, Fred Samuel and by his radiant aura, this high jewellery collection celebrates his inner light. You can expect to indulge in six major inspirations and a wealth of icons from the FRED creative heritage that has been translated into 24 unique creations such as the Force 10 Winning Spirit, Pretty Woman Generous Heart and The Pain De Sucre Joyful Attitude. Bridging the gap between haute joaillerie and the beaux-arts, the Maison represented the very best in artistry, creativity, and exceptional craftsmanship with this collection —  making them the perfect go-to if you’re looking for precious objects of art and stylish heirlooms you could wear and hand down for generations.

AddressG.DS, 01, Persiaran TRX, Tun Razak Exchange, 55188 Kuala Lumpur, Wilayah Persekutuan Kuala Lumpur

A lover of steamy romance books and all things green, Syameen Salehaldin is the Senior Content Producer for Harper's BAZAAR Malaysia. She spends most of her time immersed in books, and food and doing anything that makes her happy. Expect to see her diving into lifestyle, fashion and beauty trends on this platform.