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Chopard pledges 100% ethical gold across all jewellery by July


Swiss luxury watchmaker and jeweller Chopard has made ethically sourcing a top priority as it announces a rapid strategy to champion ethical practices.

The brand, which was recently ranked ‘Weak’ by the Human Rights Watch in an ethics report, has revealed it is planning to transition to 100% ethically-sourced jewellery and watches by July this year.

From July 2018 Chopard gold will be responsibly sourced from one of two traceable routes; artisanal freshly-mined gold from small-scale mines participating in the Swiss Better Gold Association (SBGA), Fair-mined and Fairtrade schemes, or the RJC Chain of Custody gold, through Chopard’s partnership with RJC-certified refineries.

Over the last five years, Chopard has played a pioneering role in waving the flag for sustainability, showing that social responsibility can be championed in the luxury sector.

Now the family business wants to expand its commitment, with Chopard holding a press conference on the topic at Baselworld yesterday morning where she announced the development.

Long-term supporters and friends of Chopard; Colin and Livia Firth, Julianne Moore, models and activists Arizona Muse and Noella Coursaris and Chinese singer Roy Wang, came to champion the gold landmark announcement, made by Chopard co-presidents Caroline and Karl-Friedrich Scheufele.

Karl Friedrich Scheufele comments: “We are incredibly proud of being able to say that from July 2018 all of our gold will be purchased from responsible sources. 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 have been able to achieve this because more than 30 years ago, we developed a vertically integrated in house production, and invested in mastering all crafts internally, from creating a rare in-house gold foundry as early as 1978, to the skills of high jewellery artisans and expert watchmakers.”

Caroline Scheufele adds: “As a family run business, ethics have always been an important part of our family philosophy. Naturally, we have always put ethics at the heart of the values of Chopard.

“True luxury comes only when you know the handprint of your supply chain and I am very proud of our gold sourcing programme. As Creative Director of the brand, I am so proud to share the stories behind each beautiful piece to our customers and know they will wear these stories with pride.”

As part of Chopard’s commitment to ethical gold, the new High Jewellery Green Carpet Collection pieces presented at Baselworld are exclusively made from Fair-mined gold, as well as the High Horlogery L.U.C Full Strike watch and the Happy Palm watch.


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