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Case study 

Chopard – The Journey to Sustainable luxury

Eco-Age worked with Chopard from 2012 to 2020 and devised, implemented and communicated its ground breaking sustainability strategy The Journey to sustainable luxury which saw Chopard become the first luxury jewellery and watch company to ever embark on a multi year commitment to sustainable business practices.

SUPPLY CHAIN MAPPING
COMMUNICATION STRATEGY
SUSTAINABILITY STRATEGY
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The strategy covered the entire supply chain, and considered the social, environmental and financial impacts of each of the Maison’s creations. The Journey to Sustainable Luxury was launched at the Cannes Film Festival in 2013 with a strategic partnership with the Alliance for Responsible Mining (ARM) in Latin America and the direct support of artisanal mines to achieve Fairmined certified gold. The Journey to Sustainable Luxury generated more than £100m+ worth of media value, and the endorsement of many celebrities passionate for sustainable causes such as Julianne Moore, Cate Blanchett and Charlize Theron who also spoke publicly about it in different occasions.

In 2014, at Baselworld, Chopard launched with Colin Firth the first ever gold luxury watch in fairmined gold, The LUC Tourbillon with Colin Firth at the Baselworld

In 2016, Charlize Theron wore at the Oscars the famous Queen of Kalahari collection , created from a single 342ct rough diamond discovered in the Lucara mine in Botswana.

In Cannes 2016, Chopard announced its new partnership with Gemfields and unveiled a capsule collection of Green Carpet High Jewellery featuring responsibly sourced emeralds for the very first time. Julianne Moore, a supporter of the Green Carpet Challenge, wore the incredible statement earrings along with a ring, both crafted in Fairmined certified gold and featuring the validated emeralds from Gemfields and diamonds sourced from the IGC group, which is certified by the RJC Code of Practices.

At Baselworld in 2018, Chopard announced it achieved 100% ethical gold in all jewellery and watches and measure impact against UN Global Goals for sustainable development. For this milestone announcement we organised a panel in partnership with the Business of Fashion and hosted by Imran Amed.

Chopard Ethical Gold

Eco-Age supported Chopard to take the long term decision in 2013 to directly invest in artisanal gold, to bring more artisanal gold to the market. By providing financial and technical resources in partnership with the Alliance for Responsible Mining, Chopard became the world’s first watch and luxury jewellery company to support and enable gold mining communities to reach Fairmined certification and provide training, social welfare and environmental support. Since July 2018, Chopard gold has been responsibly sourced from one of two traceable routes: Artisanal freshly mined gold from small-scale mines participating in the Swiss Better Gold Association (SBGA), Fairmined and Fairtrade schemes. RJC Chain of Custody gold, through Chopard’s partnership with RJC-certified refineries To date, several mines in Latin America including Cooperativa Multiactiva Agrominera de Iquira and Coodmilla Mining Cooperative in Colombia have now achieved Fairmined certification through Chopard’s direct support. Chopard also helped establish new trade routes from the mines they source from in South America, bringing traceable products into Europe and providing further financial income into local communities.
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