By Nirja DuttWhen Chopard was bought over in 1963 by German entrepreneurs Karl and Karin Scheufele they had a vision for the brand; they wanted it to grow into a leading manufacture and their daughter Caroline Scheufele played a key role in making that happen. Today, the brand is known,By Nirja DuttWhen Chopard was bought over in 1963 by German entrepreneurs Karl and Karin Scheufele they had a vision for the brand; they wanted it to grow into a leading manufacture and their daughter Caroline Scheufele played a key role in making that happen. Today, the brand is known to some of the most iconic timepieces and jewellery, all under the watchful eye of Scheufele. She has also led the brand down the sustainability route and ensured the label’s commitment to using fair-mined gemstones and precious metals.This year’s launches are a refinement of your time-honoured series like the Happy Sport. Tell us about reinventing classics.At Chopard, we never take no for an answer. The oval-shaped case made its comeback last year with the Happy Sport series. The oval shaped dial was previously offered in 2011. The new iteration was further elevated this year with a knitted mesh ‘galet’ bracelet that is reminiscent of the everyday luxe of the debut 1993 piece. When we create, we keep our consumer in mind. The oval shape leaves a more graceful impression and the galet bracelet fits the wrist more comfortably. At the end of the day, the strength of the Happy Sport is that you can wear it all day long, with any outfit, and this is precisely why I designed it. We always take exciting new steps to ensure the Chopard maison stays close to its roots. ALL IN THE STARS: Magical Setting pendant; Priyanka Chopra at Cannes wearing necklace and earring set from the Haute Joaillerie Collection; Huma Qureshi at Cannes wearing earrings and a ring from the Red Carpet CollectionOne Chopard creation close to your heart?My most cherished Chopard possession is the first piece of jewellery I owned, which was my Happy Clown pendant. It was the very first piece of jewellery I designed-a clown with diamonds and precious stones in its belly. To surprise me, my father decided to produce the piece commercially; it was a great success and this is how jewellery started at Chopard. In 2015, we celebrated the 30th anniversary of this creation and are now re-editing the Clown Collection.advertisementYour take on India and it’s association with Chopard?India is a wonderful and colourful country, and you can see hints of my travels and experiences over the years in the high jewellery collections. The Indian consumer is sophisticated, and we think they can certainly appreciate the undisputed quality of Chopard. We share a lot of synergy with the country, especially with tradition. We found a window into this glorious world of Indian weddings with Priyanka Chopra and Nick Jonas’ wedding last year. It was simply ethereal. As a testament to our commitment to the country we dress select Indian celebrities for the Cannes Red Carpet each year. This year at Cannes, we dressed Priyanka Chopra Jonas, Sonam Kapoor, Kangana Ranaut and Huma Qureshi.Chopard is now exclusively using fair-mined gemstones and metals. Tell us about this bold commitment.Luxury is mostly related to all that is precious and exceptional with the need for balance and sustainability, where we need to value the planet and scarce and precious resources, and treat it with respect. This is especially relevant to mining diamonds, gemstones, and precious metals, essential materials in the watches and jewellery industry. Chopard has taken a lead in advocating for and implementing ethical reforms, beginning with mining of gold. 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.We as a company, look beyond gold to source only ethical gemstones as well, such as Gemfield’s responsibly mined emeralds, black opals from a family-owned Australian mine, and RJC-certified diamonds. In 2016, Chopard launched its Green Carpet collection featuring only ethical gold and responsibly sourced gemstones. For over 30 years, sustainability has been a core value at Chopard. For us, that means staying true to design while incorporating new principles that are positive for consumers, the workplace, and the planet. We are also dedicated to transparency and allowing consumers to help drive design on its journey to sustainable luxury. In 2013, we launched The Journey to Sustainable Luxury in partnership with Eco-Age, a commitment to sourcing responsibly and helping the real people in its supply chain who are all too often overlooked. Since July 2018, Chopard has been using 100 per cent ethical gold in its jewellery and watch creations. It has been a challenging journey but the results are incredible. Chopard is defined by true luxury and today this means knowing where jewellery comes from and how it has been made-the hands behind the jewellery.advertisement
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