KUALA LUMPUR, June 20 — French luxury jewellery and watch brand Fred Joaillier, more famously known as FRED, has finally arrived in Malaysia.

Its first Malaysian store is prominently located on the ground floor of Seibu The Exchange TRX.

Founded in Paris in 1936 by Fred Samuel, the company now has more than 50 shops worldwide and retail outlets in 30 countries.

As well as being the ‘Sunshine Jeweller’, FRED is also known as the jeweller of audacity and innovation.

Continuing the visionary legacy of its founder, the brand has introduced a technology that illuminates a hidden message within the Pretty Woman Sunlight Message necklaces, revealed only by light.

This process, commonly employed in the watchmaking industry and the production of banknotes, makes its debut in the world of jewellery.

Exclusively for FRED, this technology transforms the Pretty Woman necklace; its heart-shaped pendant conceals love messages that reveal themselves only when touched by light.

To achieve this feat, the FRED workshops engrave the necklace’s surface at a specific point determined by the Rayform technology and its algorithm’s calculations.

Nearly imperceptible to the naked eye, this subtle engraving is crafted on the back of the Pretty Woman necklace.

The message is only revealed when the light hits its side in an effect reminiscent of the sun’s reflections on the sea.

In pink gold outlined by diverse diamond pavé settings, each necklace conceals a message, from "I Love You” to "Amour”.

For more details, visit here.