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Fred Hayman
His Passion & Commitment To The City He Calls Home�
By: Mimi Makabi

This special effort resulted in his store becoming an international magnet for celebrities, trendsetters and opinion leaders.  The world’s most celebrated names in fashion were regularly showcased in the carefully edited collections at FRED HAYMAN Beverly Hills.  Hayman declares, “It was an enormous amount of work, a lot of stress, perseverance—and 95% good style, taste and marketing!”
 
By 1981, Hayman broke into the fragrance arena with the introduction of his extraordinary fragrance, Giorgio Beverly Hills.  Giorgio’s historic rise to fame as “The Scent of the Century,” surpassed even Hayman’s greatest expectations.In May of 1987, Hayman decided to sell the Giorgio Beverly Hills fragrance and name to Avon, maintaining ownership of the store and rechristening it FRED HAYMAN Beverly Hills. 
 
Then in May of 1998, Hayman made the momentous decision to close FRED HAYMAN Beverly Hills and lease his property to Louis Vuitton. He was not selling his store as much as the lifestyle it had come to symbolize. He defined the art of living well, set the high standards for Rodeo Dr. to become the famous three-block long stretch of luxury and style. Hayman comments, “It simply proved timely and an excellent opportunity, while knowing that the tradition of great quality and exceptional style will remain constant at 273 North Rodeo Drive.”
 
Looking back, Hayman says, “Beverly Hills has changed radically. It was less developed than it is today. It was a very intimate community.” With a big smile, he continues, “It was a mish mash of style with magnificent residents of all kinds. There were palaces and there were country homes. There were yellow homes and there were pink homes. It was a mish mash—but a beautiful mish mash!”
 
Along with being recognized for his professional success and contributions to the city of Beverly Hills, Fred Hayman has also rightfully earned the title as a prominent philanthropist in the community. He is a member of countless professional and philanthropic organizations including:  Dean’s Advisory Board, Los Angeles Opera, Wallis Annenberg Center for the Performing Arts, UCLA School of Theater, Film and Television; Los Angeles Music Center; City of Beverly Hills Economic Advisory Committee; Los Angeles Philharmonic Orchestra; Fashion Institute of Design & Merchandising and Otis College of Art & Design, among others.
 
Hayman proudly states, “I happen to love giving—I’ve given all my life. I was brought up to give, and I find it very rewarding. I just followed my dad—he was a magnificent man, just superb. He was a very honest man—very Swiss, very straight!” He continues, “We have the privilege of being successful and we have the responsibility of giving—it’s key in life! It’s an obligation to patronize—I can’t stress that enough.”
 
As an active community leader, Hayman has also served on the Board of Directors of the Beverly Hills Chamber of Commerce and Civic Association and has an unwavering vision about the city. He posses a fundamentally humanitarian nature that stretches far beyond the yellow-and-white awnings of Giorgio. Hayman believes, “Everything in Beverly Hills has to be community oriented and supported. As residents of Beverly Hills, we have a great responsibility to give to the community. I cannot say enough how important it is to shop the streets as residents. The merchants really support (tax wise) the city. If we want the city to be more and more successful, to have the beautiful trees, the beautiful grounds, the great shops and restaurants—we have to support it. It’s the only way. We have to give back!”
 
Through it all, Fred Hayman remains the quintessential blend of uncompromising style and savvy—essential qualities that have served to elevate him to the enviable post as one of America’s foremost fashion and style icons. But above all, he has never lost sight of what it truly important to him. Hayman shares, with his eyes twinkling, “I am a very happy man. I have a wonderful and beautiful wife (Betty). She is magnificent! That is a big love affair and you can’t get better than that in life. Finding your soul mate is so important. It’s not easy—but it’s the best!”
 
At the end, Fred Hayman has not only achieved phenomenal success for himself, but also for the city he calls home—Beverly Hills. Hayman concludes, “It was bloody hard work—lot of stress, lot of anxiety, and a lot of pressure. But it was a magnificent trip overall, and I succeeded beyond anyone’s expectation.”
 
And as for Rodeo Drive, it will continue to flourish. Shops will come and go, trends will begin and end. Butonly one man and one address will always remain constant and a staple in its history—Fred Hayman, the man that gave Rodeo romance and fueled the street's great success! 

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