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Looking through the eyes of Fred

- Paula C. Nocon () - March 26, 2003 - 12:00am
Remember that ruby and diamond necklace Richard Gere loaned for Julia Roberts in that memorable opera scene of Pretty Woman? That was by Fred.

The House of Fred has made its name in the world of jewelers since its founding in 1936, and has likewise established itself as an essential player in the world of optics since the Eighties.

Fred has no image model or spokesperson; it is enough that it’s worn by the world’s most glamorous set, including the Royal Family of Monaco.

Raj Advani of CP Optical, Philippine distributor of Fred eyewear, declares proudly: "Once you’ve tried Fred, nothing else will do! We have clients who’ve worn the same piece for over 10 years. This is unheard of with any other eyewear brand–no tarnishing, no chipping. That’s why they keep coming back not wanting to see anything else. We have a lot who are just forced to come back by their children because they’ve been wearing the same piece for years. And when they come back they just want to see Fred."

Sebastien Saracchi, general manager of Logo Asia Hong Kong, agrees. "Fred is for those who refuse to wear mass-produced frames. They want something different for themselves, because they can afford it. That’s why we can make the frames more personalized, more unique. The screws, for example, can be replaced with precious stones like rubies, diamonds, sapphires."

Just like jewelry, indeed. "Fred uses the same techniques in the way it crafts its jewelry and the way it crafts its eyewear," says Saracchi. "For the glasses, we use gold plating, platinum plating; some are even made of solid gold and platinum."

Adds Advani, "The quality of Fred is amazing. These are all handmade. There are certain jewelry techniques applied to the hinges at the temples as well as the nosebridge."

Fred’s immensely successful Force 10 line of eyewear, introduced in 1988, was directly inspired by its jewelry line of the same name – it made use of a yachting and sailing motif of nautical cable and gold, later copied by jewelers all around the world.

Now, Fred is introducing the Cut eyewear collection, again inspired by the jewelry line of the same name. Distinguished by Thierry De Baschmakoff’s square link motif found in Cut jewelry and watches, the frames are considered a triumph in Fred’s movement with the changing times. Original and nuanced, the glasses are a tour de force in eyewear craftsmanship.

In every sense, Fred is not meant for everybody. But if you live for the art of living, if you are unashamed about opulence, if you believe that there is exalting beauty even in the everyday and that there should be luxury even in necessity, then Fred is, definitely, for your eyes only.
ADDS ADVANI FRED HOUSE OF FRED JULIA ROBERTS LOGO ASIA HONG KONG PRETTY WOMAN RAJ ADVANI RICHARD GERE ROYAL FAMILY OF MONACO SEBASTIEN SARACCHI
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