Caroline Scheufele, co-president and creative director of Swiss luxury watch and jewellery company Chopard, launched in Cannes 2017 “The Chopard Green Carpet Collection (GCC) Award ».
Mining organizations that have played a key role in Chopard’s Green Carpet Collections were present at the award ceremony. Caroline Scheufele, together with Livia and Colin Firth, took this opportunity to honor Chopard’s strategic suppliers who all share the same social and environmental values, awarding them the Chopard GCC Award for Commitment to Sustainability and Social Justice.
The awardees are:
– Alliance for Responsible Mining, Colombia, on behalf of the Fairmined certified mining organizations,
– Aurora Gems Pty Ltd, Australia
– Gemfields, Kagem mine, Zambia
– Lucara, Karowe mine, Botswana
“Since we began this process we have seen just how our clients appreciate the stories behind the jewellery they love. True luxury is understanding provenance. As a family run business, it is so important to know that the materials we use, from gold to diamonds to coloured gemstones, come from suppliers who share our same values.” Caroline Scheufele, co-president and creative director, Chopard.
Marion Cotillard, Doutzen Kroes, Poppy Delevigne, Karlie Kloss and Rihanna wearing Chopard jewellery crafted from Fairmined Gold at the Cannes Film Festival, 2013- 2017
The award is part of the “Journey to Sustainable Luxury”, which is the commitment of Chopard to a long-term program to achieve sustainable luxury, with the goal of improving the environmental impact and the lives of those at the beginning of the supply chain.The project was officially launched at the Cannes Film Festival of 2013 where the first Green Carpet Collection made of Fairmined Gold was presented by celebrities. Besides, since 2014, the festival’s Palm d’Or has been crafted with Fairmined Gold.Furthermore, Chopard wishes to promote social justice through responsible mining practices, reason why they financially supported a project of the Alliance for Responsible Mining to enable mining organizations improve their practices and reach Fairmined Certification. Chopard is a pioneer in highlighting the issues of artisanal and small-scale mining in the jewelry industry, and ARM is proud to accompany them on their path towards sustainable luxury.