Elle India – July 2019

ELLE.IN 57 JULY

A timepiece from the Red

Carpet Collection 2019,

exclusively crafted for this

year’s Cannes Film Festival

ELLE: How important is sustainability
at Chopard?
CS: It has been a core value for us
for over 30 years. As a century-old
family-run business, we are aware
of our responsibilities, and we do
everything that we can to make
sure we are being responsible. For
example, we support Fairmined
gold, a certification that aims to
guarantee the metal was mined in
a responsible manner, and that the
miners have received fair payment
and an overall premium. We also
need to value the planet and its
scarce and precious resources; we
can no longer simply take from the
earth without giving back. This
is especially relevant to mining
diamonds, gemstones, and precious
metals—all essential ingredients in
the watch and jewellery industries.
Way back in 2013, we launched
The Journey To Sustainable
Luxury in partnership with Eco-
Age—our commitment to sourcing
responsibly, and helping the miners
involved in the supply chain, who
are often overlooked.

ELLE: What’s your secret to success?
CS: I never get complacent. I have
a hands-on approach and I’m
constantly preoccupied with what’s
next. I think this pushes my limits,
and helps me in creating new pieces.

ELLE: How did the redesign of the
Palme d’Or award for the Cannes Film
Festival happen?
CS: I am a passionate cinema-lover.
In 1997, I walked into the office of
Pierre Viot, the then-president of
the Cannes Film Festival, and asked
how we could be associated with
it. He suggested a partnership, so I
offered to redesign the Palme d’Or
and walked out of his office with the
trophy. It has since become a symbol
of a love story uniting Chopard with
the most glamorous film festival in
the world. And as testament to our
commitment to sustainable luxury,
the Palme d’Or is made each year
with Fairmined-certified ethical
gold in our Haute Joaillerie ateliers.

ELLE: Tell us about the latest addition
to the Happy Hearts line—Happy
Hearts Wings.
CS: The Happy Hearts collection
is particularly special to me. It
provides anchor points for happy

moments by connecting them with

objects that evoke fond memories

whenever they are seen. Each piece

acts as a cherished talisman for

women who share a sense of

selflessness and generosity.

The heart is a key theme for

us at Chopard and is a motif

that is deeply cherished by

me. The butterfly wings,

the ultimate emblem of

lightness and transformation,

infuse daintiness and

symbolic strength. This new

interpretation of the Happy

Hearts collection echoes the

two symbols of the Maison

Chopard, perfect to be passed

on from one generation

to another.

ELLE: Who, according to you,

is the ideal Chopard woman?

CS: She is very versatile. She

has a sparkle in her eye and a

gift for seizing the moment.

She is radiant, spontaneous

and independent.

— DISHARI BASU

Chopard is the largest

buyer of Fairmined-

certified gold

The Fairmined certification

guarantees responsible mining

and ethical payment measures

for the miners

Chopard is encouraging the

Responsible Jewellery Council (RJC)

to create a certification for coloured

precious stones

Nature is a constant source of

inspiration for Scheufele