In 2013, luxury brand Chopard launched its “Journey to Sustainable Luxury” initiative, which vowed to improve sourcing and production for its products. At this year’s Baselworld, Chopard announced that its initiative will be coming full circle as of July 2018, as the company will be utilizing 100 percent ethical gold in all of its products.
“We are incredibly proud of being able to say that from July 2018, all of our gold will be purchased from responsible sources,” says Co-President of Chopard Karl Friedrich Scheufele. “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.”
Last year, Chopard was the largest buyer of Fairmined gold — meaning the gold comes directly from mines that meet the working conditions outlined in the Fairmind Standard. By doing so, Chopard knows exactly where the gold they are using comes from. In 2017, Chopard joined the Swiss Better Gold Association, where they delved further into improving the conditions for artisanal gold miners.
A few of Chopard’s lines already integrate the sustainable gold into its products. Collections include the Green Carpet Collection, Palme Verte Collection, L.U.C Collection and the Ice Cube collection.
“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,” says Co-President and Creative Director of Chopard Caroline Scheufele. “True luxury comes only when you know the handprint of your supply chain and I am very proud of our gold sourcing program. 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.”
Starting in July 2018, Chopard will be able to clearly outline for its customers where their gold is being sourced. It will either come directly from mines that are Swiss Better Gold Association and Fairmined certified or from refineries in the RJC Chain of Custody Gold.
Celebrities joined the luxury brand at Baselworld to celebrate this extraordinary announcement in person. Guests in attendance included Colin and Livia Firth, Julianne Moore, Arizona Muse, Noella Coursaris and Roy Wang.
To learn more about Chopard’s sustainability achievements, read full press release here: www.chopard-press.com/the-journey.
Images via Chopard.com.