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17 May 3013 : The Journey Press Launch & Green Carpet Challenge

Caroline Scheufele & Livia_Firth

Green Carpet Collection

The Geneva-based manufacturer plays a pioneering role in the luxury industry by presenting at this year’s Cannes film festival a couple of entirely ethical Haute Joaillerie models: the Green Carpet Collection is born.

Before beginning a dream life on the red carpet of the world’s most prestigious film festival and adorning the most elegant women, jewellery creations begin their journey in far distant lands. The question of their sourcing, and particularly that of the gold and jewellery composing them, is more important than ever today. Building on its experience, while keenly aware of the role it has to play within the jewellery industry as well as of its social and ecological responsibilities, the Manufacture Chopard has committed to a broad-scale sustainable development process evocatively named “The Journey”.

The Journey

In cooperation with Eco-Age and its founder Livia Firth, Chopard has recently joined the Green Carpet Challenge that seeks to promote ties between ethics and aesthetics. Within the framework of this initiative, a cuff bracelet as well as pair of hoop earrings – the two first models in a Green Carpet Collection that is taking shape – have been created and are joining the fabulous Red Carpet Collection launched each year during the Cannes Festival. Unveiled in Cannes on May 17^th by Caroline Scheufele, Co-President and Artistic Director of Chopard and by Livia Firth, and worn by an actress for the festival’s famous “mounting the steps” ritual, these models represent the first fruits of the global approach to which Chopard has committed.

 “The Journey” thus begins at the very start of the production chain and involves issues such as respectful sourcing and traceability of raw materials. Supported in this approach by the ARM (Alliance for Responsible Mining), the gold from which these two creations have crafted originates from community mines in South America bearing the “Fair Mined” certification. This gold was then refined in a foundry specialising in fair-trade raw materials. As for the diamonds used to set these magnificent Haute Joaillerie models, their provenance is also governed by meticulous standards. All stones are all sourced from the IGC Group, one of the world’s oldest diamond firms. Their origin is certified by the Responsible Jewellery Council (RJC) and meets the demands of this surveillance body on ethical, social and ecological levels. Chopard has been a member of this association since 2010, and has just had its certificate of compliance with its demands renewed for a further three years.

Exquisite creations

This eminently meaningful “Journey” is a natural extension of the constantly renewed sense of aesthetic wonderment bound up with all Chopard creations. The dazzling beauty of these two Haute Joaillerie models, a cuff bracelet and a pair of earrings in 18ct white gold, finely chased like lacework and entirely set with diamonds, is indeed an adventure in itself. Crafted by the jewellers, gem-setters, polishers and gold casters of the Chopard Haute Joaillerie workshops, they bear exquisite testimony to the exceptional know-how of the Geneva firm.

Beneath the finely worked arabesque motifs and their interweaving coils lies the noble charm of a heart-felt odyssey towards enduring elegance.