Caroline Scheufele, President of Chopard, has not just created capsule collections for Chopard, but ultimately changed their business model - starting and spearheading their sustainability strategy and working so passionately on it that within 6 years they have been able to change the sourcing processes sufficiently to claim that 100% of their gold is ethical.
In 2013, Chopard, in partnership with Eco-Age, launched at the Cannes Film Festival “The Journey to Sustainable Luxury”, an exciting and ambitious multi-year programme, which has delivered global market leadership and differentiation FOR Chopard from other jewellery and watch companies.
This Journey started with Chopard forging a philanthropic relationship with the influential South American mining NGO, the Alliance for Responsible Mining (ARM). Chopard thus became the first luxury watch and jewellery company to directly support and enable mining communities to reach Fairmined certification.
Her work has involved supporting small-scale artisanal mines (globally but with a focus on South America), working with the Responsible Jewellery Council to develop support industry standards for the responsible sourcing of gold and precious gemstones, supporting numerous non-profits for environmental and social sustainable development as well as helping progress the global sustainability conversation.