15 May 2018
INSIGHT

Chopard’s vision towards sustainability

Posted on May 15, 2018 at 7:12 PM by

The luxury jewellery and watch Maison, Chopard, owned and run by the Scheufele family was founded in 1860. The Scheufele family have always had responsibility and ethics as an important part of their family philosophy. Naturally, they have always put sustainability at the heart of the values of Chopard.

More than 30 years ago, the family had the vision and determination to develop vertically integrated in-house production, and to invest in mastering high quality craftsmanship, from creating a rare in-house gold foundry in 1978, to nurturing the skills of high jewellery artisans and expert watchmakers. This meant that Chopard was able to manage all the processes from manufacturing to final product.

Since then Chopard has continued with its commitment to sustainability.

– Chopard has been a certified member of the Responsible Jewellery Council since 2012, having joined in 2010.

– In 2013 Chopard, in partnership with Eco-Age, launched The Journey to Sustainable Luxury, looking at its key impacts and improving sourcing and production processes to create a more responsible supply chain, from mine to the product. As part of The Journey, Chopard has worked with key partners to responsibly sourced gold and to feature responsibly sourced emeralds, the first traceable and sustainably sourced opals from a family-owned mine in remote Australia and RJC certified diamonds in high jewellery collections.

Caroline Scheufele, Artistic Director and Co-President of Chopard said: “Since the launch of The Journey to Sustainable Luxury, we have been improving the sustainability performance of our production processes, building responsible supply chains, and playing our part to catalyse positive change for the communities and people touched by our business and products”.

Today, Chopard continues its commitment to The Journey- always striving to improve sourcing and production processes to create a more responsible supply chain – “It is not an easy Journey, but it is the right one” (Caroline Scheufele).

The fourth generation of the Scheufele family runs the Maison today. Each generation makes its own contribution and passes on to its descendants. For the Scheufele family the most important duty is to sustain this legacy over time and generations, which is why the family continues to invest in research and development.

One of the goals of The Journey is to create sustainable supply chains, including the sourcing of gold, emeralds, opals and more. As part of The Journey,Chopard continually review the supply chains to ensure the procurement of responsibly-sourced stones. Towards this end, and in light of the escalating Rohingya crisis in Burma, Chopard has taken the decision to cease sourcing Burmese gemstones with immediate effect as from 2017. Chopard takes its commitment to the highest standards of ethical sourcing very seriously and will continue to monitor the situation in Burma to help ensure that its principles are not compromised, now or in the future.

As part of the philanthropic approach of the Scheufele family, Chopard supports, and have helped to launch, environmental and social NGO’s, charities and organisations across the globe, including The Elton John AIDS Foundation, The Prince’s Trust and WWF. Today, the Maison actively supports the José Carreras Leukaemia Foundation, the Happy Hearts Foundation and Centerpoint.

Back in March 2018 at the Baselworld Watch and Jewellery Fair, Chopard revealed that from July 2018 it will use 100% Ethical Gold in its jewellery and watches.

Long term supporters and friends of the brand; Colin and Livia Firth, Julianne Moore, models and activists Arizona Muse and Noella Coursaris and Chinese singer Roy Wang came to champion the gold landmark announcement, made by Chopard Co-Presidents Caroline and Karl-Friedrich Scheufele. Speaking at the event, the Co-Presidents outlined how they were able to achieve this milestone.

Chopard defines “Ethical Gold” as gold acquired from responsible sources, verified as having met international best practice environmental and social standards.

From July, 2018 Chopard gold will be responsibly sourced from one of two traceable routes:

1. Artisanal freshly mined gold from small-scale mines participating in the Swiss Better Gold Association (SBGA), Fairmined and Fairtrade schemes.

2. RJC Chain of Custody gold, through Chopard’s partnership with RJC-certified refineries.

In order to further increase its contribution in artisanal gold miners’ improvement initiatives and therefore contribute to a further growth of volumes of ethically extracted gold, Chopard joined SBGA (Swiss Better Gold Association) in 2017. Chopard’s vision is to increase, as much as it possibly can, the proportion of artisanal gold the Maison buys as it becomes more available on the market. Today Chopard is the largest buyer of Fairmined gold.

“It is a bold commitment, but one that we must pursue if we are to make a difference to the lives of people who make our business possible.”
(Karl Friedrich Scheufele, Co-President of Chopard)

Continuing the conversation Caroline Scheufele, Co-President and Creative Director of Chopard said:

“As a family run business, ethics have always been an important part of our family philosophy. Naturally, we have always put ethics at the heart of the values of Chopard.

“True luxury comes only when you know the handprint of your supply chain and I am very proud of our gold sourcing programme. As Creative Director of the brand, I am so proud to share the stories behind each beautiful piece to our customers and know they will wear these stories with pride”.



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