Since July last year, every single piece of luxury item from Chopard has been crafted in gold sourced ethically from small-scale mines in the Swiss Better Gold Association (SBGA), Fairmined and Fairtrade schemes, as well as Responsible Jewellery Council-certified refineries.
The same rigorous process also applies to the gemstones. For instance, Chopard sources diamonds verified by the Kimberly Process Certification Scheme that ensures only conflict-free diamonds enter the market. Working with organisations like Eco-Age, Chopard is also able to identify trusted suppliers for its coloured stones such as opals from Aurora Gems, an established family-owned mine in Australia.
Also see: Chopard targets 100% ethical gold
And to think that this Journey to Sustainable Luxury began less than 10 years ago, taking physical form first in the Green Carpet Collection of high jewellery in 2013 followed by the L.U.C Tourbillon QF watch in 2014. The consistently strong momentum is an irrefutable indication of its seriousness in this initiative.
In this email interview, Caroline Scheufele, co-president and artistic director of Chopard, talks more about the evolution of its commitment to sustainable luxury.
Why did you decide to embark on this Journey To Sustainable Luxury?
It all began when I met Livia Firth, the director of Eco-Age at the Oscars in 2011, where her actor husband Colin Firth won Best Actor for The King’s Speech. We then had coffee and she asked me where our gold came from. It was an innocent question but it prompted me to dig deep into the issue. I discovered the many challenges and hardships that mining communities faced. That was when I resolved to seek a definitive solution and termed the quest “The Journey To Sustainable Luxury” because I knew that was going to be a long road ahead.
It’s a bold commitment but it’s one we must pursue if we are to make a difference to the lives of the people who make our business possible.