Chopard and the Journey to Sustainable Luxury

Eco-Age is continuing to build on the powerful global brand marketing platform it created exclusively for Chopard, which gave the luxury jewellery company unique first mover advantage in the luxury jewellery sector, through The Journey to Sustainable Luxury (launched in 2012), its bespoke raw material and supply chain strategy.

Eco-Age has created, implemented and communicated this multi-year strategy for Chopard, now in its sixth year.

The Journey to Sustainable Luxury has delivered a comprehensive range of unique and enviable outcomes for Chopard. It has enabled global market leadership through sustainable luxury, and incomparable brand differentiation from competitors. It has enhanced customer engagement and sales in all key territories and engagement with key opinion formers and celebrities. It has created profound growth in the quality and quantity of global media coverage for Chopard in one of the most competitive industry sectors – through the power of rich storytelling based on values.

Miners at 15 Augusto, a fairmined mine in Colombia

It has allowed engagement with and motivation of Chopard’s global employee base. And it has inspired the ongoing development of new product categories, uniquely differentiated for Chopard with Green Carpet Collection values – a guarantor of sustainable excellence.

The Journey makes a real impact on real lives. This unique partnership with Chopard saw the forging a philanthropic relationship with South America’s most influential mining NGO, the Alliance for Responsible Mining (ARM). Working alongside ARM, Eco-Age with Chopard continues to provide social welfare, education and training to artisanal miners, whilst protecting the natural resources and wildlife habitats they depend on in rural Colombia and Bolivia.

Fairmined miners for Chopard's Journey to Sustainable Luxury

The Journey puts the true marriage of ethics and aesthetics into the media spotlight. Since 2013, exquisite creations from Chopard have had starring roles at The Academy Awards, The Golden Globes, the Cannes Film Festival and The Met Ball, as well as many other media attractive events. It all started in May 2013, when the culmination of the first stage of our journey saw Chopard create a Green Carpet Collection of High Jewellery launched at the Cannes Film Festival. Later, in January 2014, Cate Blanchett won Best Actress at the Golden Globes wearing a pair of stunning earrings from Chopard’s Green Carpet Collection of High Jewellery.

At the Oscars in 2017, Colin and Livia Firth, with Caroline Scheufele, hosted their annual intimate dinner attended by Emma Stone, Kevin Bacon, Meryl Streep, Patricia Clarkson, Tom Ford and Richard Buckley, Ruth Negga, Mick Jagger, Sam and Aaron Taylor Johnson, Derek Blasberg and many more, to celebrate Chopard’s determination to drive the industry towards more sustainable and ethical practices.

The Journey underpins the development of unique diffusion lines. In Cannes 2014 we premiered the first ever Cannes Palme d’Or made from Fairmined gold. In May 2015, Co-President Caroline Scheufele launched its first diffusion line in Fairmined gold, paying tribute to the precious filmmaking symbol. In May 2014, Baselworld saw the launch of a world first – the L.U.C. Tourbillon watch made with Fairmined gold and premiered by Colin Firth. At Baselworld 2017, a further diffusion line was added with the launch of the spectacular Chopard Ice Cube Pure Collection, showcasing chilled watches and jewellery fashioned from Fairmined certified gold. We are now working with Chopard to deepen the Fairmined gold story and develop other supply chain initiatives.

Julianne Moore in Chopard's Green Carpet Collecion

The Journey helps to focus and energise debate within the industry. In 2015, Livia Firth, Caroline Scheufele and Stephen Dunbar-Johnson, President International, New York Times Company, hosted the first Eco-Age FuturesTM Roundtable at Hôtel Talleyrand, in Paris. The second industry leading Chopard Eco-Age FuturesTM Roundtable was on the first day of the International New York Times Luxury Conference 2016, in Versailles. In both cases, the roundtable brought together leading industry professionals in a highly constructive and energetic debate, to further build sustainable solutions in the jewellery and mining industry.

As the list of raw materials and projects continue to grow, our focus is to create and maintain value and leadership for Chopard in a strategic and measurable manner.

Cannes 2018
Julianne Moore wears the ethically sourced Blue Paraiba Tourmaline
Cannes 2017
Julianne Moore wore statement fairmined gold earrings with responsibly sourced emeralds from Gemfields
Zoolander 2 premiere
Penelope Cruz in the fairmined Palme Verte Collection
Cannes 2013
Marion Cotillard wore the first pieces from the Green Carpet Collection
Oscars 2017
Charlize Theron in earrings from the Garden of Kalahari collection, set in Fairmined Gold