Glamour With A Conscience

by Portfolio Magazine
Photos courtesy of Chopard
03 Jan 2019

With Chopard’s mission towards sustainable luxury in full swing, all that glitters is indeed (ethical) gold

The jewelry industry has always been in the center of conflict, with blood diamonds and inhumane practices being the most pressing issues that have followed it over the years. However, it is important to note that not all brands should be pigeonholed in this industry conundrum, particularly those who make the extra effort when it comes to transparency, all while placing ethical practices at the forefront.

Since DBS Insignia Cardmembers are some of the most discerning and socially aware consumers in Singapore, what they purchase, who they purchase from, and how it was produced plays an important role in decision making. Given these considerations, Chopard makes for an easy choice, especially since the Swiss watchmaker and jewelry brand is at the forefront of sustainable luxury.

In 2018 at BaselWorld, Chopard revealed that starting July 2018, it will use 100% Ethical Gold in all its jewelry and watches, which follows the family-run brand’s core value of sustainability, which was started over three decades ago.


Setting the Gold Standard

Under the Chopard brand, “Ethical Gold” is described as gold acquired from responsible sources, verified as having met international best practice environmental and social standards.

In order for the brand to increase its contribution in artisanal gold miners’ improvement initiatives, as well as contribute to further volume growth of ethically extracted gold, Chopard joined the Swiss Better Gold Association (SBGA) in 2017.

Today, Chopard’s gold is exclusively sourced from one of two traceable roots: 1) Artisanal freshly mined gold from small-scaled mines participating in the SBGA, Fairmined and Fairtrade schemes, and 2) RJC Chain of Custody gold, through Chopard’s partnership with RJC-certified refineries.

With Chopard’s watches and jewelry crafted in-house, the brand is also able to guarantee control over all of the processes – from manufacturing to final product, and therefore, controlling the gold used in its products. According to Caroline Scheufele, Co-President and Artistic Director of Chopard, “True luxury comes only when you know the handprint of your supply chain and I am very proud of our gold sourcing program. 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.”


Onward to Global Goals

Chopard’s Ethical Gold is merely a small step towards a larger endeavor called The Journey to Sustainable Luxury. Here, the luxury watch and jewelry house aims to align with the UN Global Goals, which aims to reduce inequality, contribute to decent work, and champion responsible resource consumption.

Currently, Chopard has undertaken a series of systematic relevance assessments to define which of the Global Goals are impacted upon by the company as a creator of fine jewelry and watches, an employer of skilled artisans, as well as a business sourcing metals and precious stones all over the world.

According to Livia Firth, Creative Director of Eco-Age, a sustainability consultancy company, and founder of the Green Carpet Challenge, “Thanks to the Global Goals, we have a 17 point plan laying out social and natural capital goals – and no one should be exempt from these. Connecting citizens with what has been called one of the most critical initiatives of our times is absolutely essential and exciting, if we wish to see a path to a more sustainable and just future. It is exciting to have Chopard share this vision and at Eco-Age, we look forward to working with them to achieve this.”

Going forward, Chopard will report on their progress against defined metrics and goals as part of its ongoing commitment to corporate responsibility and contribution to wider