Chopard & ARM team for ethical Green Carpet jewels


First ethical line from luxury jeweller unveiled at Cannes.

Chopard and the Alliance for Responsible Mining (ARM) have joined forces to support mining communities in Latin America, leading to the creation of an ethical jewellery collection that was unveiled at the Cannes Film Festival this week.

As part of the partnership Chopard says it hopes to raise consumers’ awareness of the "often dismal reality of gold miners in the developing world", while showing how their lives can be improved.

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Chopard intends to directly support activities that improve the lives of the miners and help protect the natural resources of the mining communities in Latin America.

The brand has used the Cannes Film Festival as a springboard to announce its work with ARM and to unveil its first ethical range, the Green Carpet collection, featuring a cuff and a pair of diamond hoop earrings.

The pieces were made via a new initiative called The Journey, founded by Chopard and founder of the Green Carpet Challenge Livia Firth, and described as "a route to sustainable luxury".

Caroline Scheufele, co-president and artistic director of Chopard said: “As a century old, family-run business, we are very aware of our responsibilities in our journey to sustainable luxury. It is not an easy journey, but it is the right one and The Journey is the start of a very exciting new multi-year programme that will ensure we are working towards our goal of sustainable jewellery.

"One of the first steps is our partnership with ARM, which will support the families and communities of the artisanal miners in South America.”

The Journey initiative began at the very start of the production chain for the cuff and earrings, focusing on respectful sourcing and traceability of the raw materials used.

The gold from which the two pieces have been made originates from Fairmined community mines in South America and was sourced in conjunction with ARM, before being refined in a foundry specialising in fair trade raw materials.

The diamonds were sourced from the IGC Group, a company certified by the Responsible Jewellery Council (RJC). Chopard has been a member of the RJC since 2010 and recently renewed its certificate of compliance for a further three years.

Livia Firth has previously stepped out for her Green Carpet Challenge wearing ethical jewellery by Anna Loucah, with pieces auctioned off at various event to raise more than £40,000 for Oxfam.

Firth said of the high jewellery creations: “The launch of The Journey initiative in Cannes marks the beginning of an incredible journey for Chopard and our partnership with them.

“By putting sustainability at the very heart of the brand, they are showing themselves to be leaders and a company that truly wants to make a difference to the world of luxury jewellery."

Actress Marion Cotillard wore the first two pieces from the Green Carpet collection at the film premiere of Blood Ties at Cannes.

By investing alongside ARM in the formalisation of mining organisations and their communities Chopard says it will create hope by allowing mining communities to make a legitimate and dignified living. Chopard says it will regularly report on the progress of its partnership with ARM.

Tags : armCannes Film FestivalChopardethical jewelleryFairtradegreen carpet challenge
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