Fred Joaillier is a French jewellery brand named after the founder Fred Samuel. The first store opened in Paris in 1936 and became famous for its jewels designed by Jean Cocteau, and for its famous client such as Marlène Dietrich or Grace Kelly. The name FRED, after being imposed by German occupants instead of 'Fred Samuel' because of the Jewish origins of its founder, was adopted by the Brand after the WW2. In 1976, new stores were opening across the world. The company became the property of LVMH in 1996. During World War II, Fred Samuel fled Paris and became an interpreter for the Allies.