The GCC and Chopard Announce the Next Step on The Journey Towards Sustainable Luxury


The GCC and Chopard are very proud to announce the next step on The Journey to Sustainable Luxury, with a new addition to the Green Carpet Collection. Launched at this year’s Venice Film Festival, Chopard have created a stunning new Fairmined gold necklace, set with responsibly sourced diamonds and produced in accordance with GCC criteria to the highest sustainable standards.

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Made from Fairmined gold direct from small artisanal South American mines, the necklace was created especially for the Mostra del Cinema of Venice by Chopard’s Co-President and Artistic Director, Caroline Scheufele. A perfect addition to Chopard’s High Jewellery Collection, the necklace displays beautifully hand-cut diamonds sourced from Chopard’s responsible business partner, the IGC Group.

The design was inspired by the beauty of the landscape and passion of the men and women who work the small gold mines in the village of La Llanada in Colombia, one of the South American communities supported by Chopard through its partnership with the Alliance for Responsible Mining (ARM). Chopard, which has recently renewed its Responsible Jewellery Certification (RJC), has pledged to provide financial support to the mining communities by achieving a premium price for the communities for the gold they produce, as well as agreeing to source gold produced by the communities directly.

“Our journey to sustainable luxury is one which is embraced by our whole company. It is the artisans in Switzerland with traditional skills and knowledge who, for well over a century, have created our finest jewellery and watches,” explains Caroline.

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Livia Firth and Caroline Scheufele 

“Chopard is therefore very proud to be building on and extending this tradition by supporting the COODMILLA co-operative in the mountainous region of south western Colombia. Over a thousand families will benefit through social, environmental and training provision to help them improve their productivity and practices and to thrive sustainably in a complex corner of the world.”

“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” said Karl Friedrich Scheufele, Co-President of Chopard. “We begin our support by signing a contract with the COODMILLA co-operative to source gold directly from their mines.”

French actress Virginie Ledoyen in the GCC Chopard necklace at the Venice Film Festival 2013

French actress Virginie Ledoyen in the GCC Chopard necklace at the Venice Film Festival 2013

Commenting on Eco-Age’s partnership with Chopard, Livia said, “In our frenetic world, it’s sometimes difficult to connect the glamour and beauty of a Chopard high jewellery piece directly with the artisanal mining communities of Colombia.

Now we have clearly seen that this is what we do. Making this connection is so powerful. The smiles on the faces of the men and women when they learned that Chopard was to transform how they dug gold from the hills of La Llanada and how this will help them and their families, is testament to the difference that luxury brands can truly make to people half way around the world, but who are nonetheless valued as equals. Priceless.”

The GCC and Chopard launched The Journey during this year’s International Cannes Film Festival, with the creation of an exquisite bracelet and earring set made from Fairmined gold. Showcased on the red carpet by French actress Marion Cotillard at the premiere of her film ‘Blood Ties’, the set marked the beginning of Chopard’s multi-year journey towards sustainable luxury.