Chopard: jewels are stops on the “Journey to Sustainable Luxury”


Wearing jewels has always been the ultimate self-expression: gems, precision mechanisms animating fine watches, gold, platinum, diamonds, and sophisticated settings that truly make a difference.

High-end jewellery is all about luxury, and one of the most representative brands in the field, Chopard, has shown where to go from here: towards sustainability.


Established by talented watchmaker Louis-Ulysse Chopard in Switzerland in 1860, the brand has always set trends in high-end jewellery.

Ever since 2013, owners Karl Friedrich Scheufele & Caroline Scheufele have been conscious of the need to steer their brand towards a business that could also respect the environment and humankind.


Chopard’s “journey” calls at four crucial stops: sustainable sourcing, environmental management, investing in responsible production processes, and joining the prestigious Responsible Jewellery Council (RJC) in 2010, which guarantees that a company’s business respects human and labor rights, and protects the environment.


An example of this is the use of “ethical gold” on every jewel made – a self-regulatory initiative for all diamond suppliers, who are required not to buy or sell “blood diamonds”, diamonds from suspect sources, or diamonds that originate in countries and regions that have not implemented the Kimberley Process – but also an exclusive partnership with Gemfields, the main global supplier of colorful gems, to launch the Green Carpet capsule collection, featuring luxury masterpieces created from sustainably sourced emeralds.

Chopard’s green efforts and sustainable luxury also involve responsible production: the brand’s Swiss plants are 100% powered by energy from renewable sources, and all packaging is made from sustainable materials.

Serena Poma
Serena Poma
Da sempre giornalista, amo trasformare ciò che succede nel mondo in frasi e righe che possano accompagnare il lettore “dentro la notizia” e portarlo con me ad esplorare ciò che succede attraverso la lettura di un articolo. Le mie esperienze professionali mi hanno portata a conoscere nello specifico l’unione di due mondi apparentemente inconciliabili: il luxury e l’ecosostenibilità. Accompagnare le aziende in questa direzione ricoprendo il ruolo di responsabile comunicazione ed organizzazione eventi mi ha resa sempre più consapevole che, soprattutto oggi, il rispetto per noi e per le risorse del nostro pianeta sono il punto di partenza per poter creare vero valore.

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