March 19th 2015

The Journey to sustainable luxury


Have you heard about The Journey? It all started at the 2013 Cannes Film Festival with the launch of the Green Carpet collection. A world first, this new High Jewelry collection relied exclusively on Fairmined gold, introducing a new era both for Chopard and the entire sector. As a further step, last year, we were proud to be the first watchmaking house to produce a watch in Fairmined gold. It is time to look back at this incredible initiative adventure.

The Journey is a multi-year and ambitious programme of sustainable change that will set new environmental and social standards for jewellery and watchmaking, in partnership with Eco-Age and its creative director Livia Firth.‘The Journey’ begins at the start of the supply chain and focuses on issues such as the respectful sourcing and traceability of raw materials.

It started with a philanthropic relationship with the influential South American mining NGO, the Alliance for Responsible Mining (ARM). This NGO aims at transforming the lives of artisanal gold miners working in small, remote South American community mines by providing social welfare, education and training whilst protecting the natural resources and wildlife habitats they depend on.

We became the first luxury watch and jewellery company to support and enable mining communities to reach Fairmined certification. This certification will provide a stable route to market and a fair deal for the miners and their communities when selling their gold. Since 2013, we have supported the development of the Coodmilla cooperative, located in the Nariño region of Colombia.

Today, we are proud to announce our support for a new gold mine in Bolivia. The 15 de Agosto Cooperative is one of the largest independent cooperatives in the country with 198 members, including 78 women. The mine is based high in the magnificent Andes mountain range, at over 4000m above sea level.

To ensure the traceability of the Fairmined gold, we have created a segregation process in our workshops in Geneva. The Green Carpet Collections of High Jewellery, made in accordance with the Green Carpet Challenge (GCC) ethical benchmarking, are all produced through this dedicated process, which includes the first Fairmined gold watch, the L.U.C Tourbillon QF Fairmined

Since the first Green Carpet Collection pieces were presented at the 2013 Cannes Film Festival, The Journey has picked up momentum and several new creations have been unveiled. Not only are they breath-taking creations, but they have a story to tell which has made them favorites for actresses such as Marion Cotillard.

Milestones of The Journey to date:

• May 2013, Cannes Film Festival: launch of the Green Carpet Collection, a delicate cuff bracelet and matching earrings set in Fairmined gold and using diamonds sourced from a producer who is a certified Responsible Jewellery Council (RJC). French actress Marion Cotillard wore the exquisite jewellery on the red carpet.

• January 2014, Los Angeles Golden Globes: Cate Blanchett won the Golden Globe for Best Actress, wearing the most exquisite hand crafted earrings set with diamonds sourced from a producer who is a certified Responsible Jewellery Council (RJC) member and Fairmined Gold.

• March 2014, Baselworld: we unveiled a world first: a high horological watch made of Fairmined gold: the L.U.C Tourbillon QF Fairmined. This model is made from Fairmined gold which guarantees that it was extracted in a responsible manner and that the miners themselves receive fair payment and an overall premium for demonstrating that gold can be mined sustainably.

• May 2014, Cannes Film Festival: Chopard unveils the first ever Palme D’Or made from Fairmined gold, representing another world first, this time for the film industry. On the red carpet of the opening ceremony, supermodel Karlie Kloss wears earrings from the Green Carpet Collection.

• November 2014: In New York, Caroline Scheufele Creative Director and Co-President of Chopard, presented, by Her Excellency, The First Lady of Columbia, with the Fashion 4 Development Award in recognition of her role in launching, in partnership with Eco-Age, The Journey To Sustainable Luxury. Later in the month, in Miami: Caroline Scheufele presented, by Livia Firth, with the Environmentalist of the Year Award in recognition for her role in launching The Journey To Sustainable Luxury, in partnership with Eco-Age.

• March 2015, Baselworld: we deepen our commitment to the Journey with the support of a new gold mine in Bolivia. The luxury watch and jewellery company also launches new pieces for the Green Carpet Collection of High Jewellery and a new L.U.C XPS Fairmined watch.

• October 2015, we announced of a new partnership with PX Précinox SA, the Swiss gold refinery company, to establish the first commercial export route for Fairmined Gold from Bolivia. Thanks to Chopard’s support over the last two years, two more gold mines reached Fairmined certification: one in Bolivia, entitled 15 de Agosto, and the other one named Coodmilla, in Colombia. We have pledged to buy 100% of the Fairmined gold extracted by those mines.

•May 2016, we are delighted to announce a new milestone in its Journey to Sustainable Luxury. We have created a unique partnership with Gemfields, the world’s single largest producer of coloured gemstones. In an industry first, the emeralds will be fully validated by Eco-Age’s Green Carpet Challenge (GCC) Principles of Sustainable Excellence.