GASSAN INSPIRATION: CHOPARD

Sustainability and ethics are central to the Scheufele family's luxury jewelry and watch house Chopard. The brand has pursued sustainable production for years and now works exclusively with 100 percent fair trade gold.

Sustainability and ethics are of paramount importance to the Scheufele family of the luxury jewelry and watch house Chopard. Sustainable production has been going on for years and since this year the brand only works with 100 percent fair trade gold.

Text: Wendy van Dalen
Editorial: Susan Poeder
Image: GASSAN Diamonds Thirty years ago, the jewelry and watch brand decided to start producing sustainably. From production to final product, Chopard manages everything himself. “Ethics are a very important part of our family philosophy and it is of course, together with sustainability, also a core value for Chopard,” says Caroline Scheufele, artistic director and co-president of Chopard.

The path of sustainable luxury

In 2013, The Journey to Sustainable Luxury was launched to create sustainable supply chains for the gold and gemstones. “We now produce even more sustainably, have set up responsible supply chains and thus improve the living conditions of the communities that work for us,” says Caroline.

Chopard continuously evaluates whether the production process is carried out responsibly and intervenes when necessary. For example, with sustainability in mind and in light of the escalating Rohingya crisis in Myanmar, the brand decided in 2017 to immediately stop sourcing gemstones from that country.

Chopard's good gold

The brand goes one step further, from 2018 Chopard will only use 100 percent sustainable gold in their jewelry and watches, making it a pioneer in the watch and jewelry industry. Karl-Friedrich Scheufele, co-president of Chopard, says he is proud that only responsible gold is used that comes from small-scale, artisanal mines. These participate in the Swiss Better Gold Association (SBGA), Fairmined and Fairtrade schemes, RJC Chain of Custody, or RJC certified refineries.Chopard is also the world's largest buyer of Fairmined gold. “It is an important, but also a much-needed commitment if we want to make a difference in the lives of people who make our company possible,” said Karl-Friedrich.

About the jewelry and watch house Chopard

Chopard was founded in 1860 by 24-year-old Louis-Ulyssee Chopard, who made beautifully decorated pocket watches and chronometers. Sixty years later, his son Paul-Louis took over the company and in the 1963s Paul-André, grandson of Louis-Ulysse, took over the management. Because he had no children, he sold the brand in XNUMX to the German Karl and Karin Scheufele, whose children later took over the management. Caroline Scheufele also heads the jewelry department and her brother Karl-Friedrich is responsible for the watchmaking department.

About The Journey to Sustainable Luxury

Chopard has been producing sustainably for over thirty years and has been a certified member of the Responsible Jewelery Council (RJC) since 2012. The Journey explores the key impacts of gold mining and gemstones and improves production processes for a more responsible supply chain. Chopard is also working with The Journey on the first traceable and sustainably produced opals from a family business in Australia and the brand makes high jewelery items with RJC certified diamonds.

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