Chopard made a landmark announcement on March 22 that by July 22, the Swiss maison will only use ethical gold in all its jewelry and watch creations. Long-time friends of Chopard including Colin and Livia Firth, Julianne Moore and Arizona Muse joined Chopard's Caroline Scheufele and Karl Friedrich Scheufele in making the announcement.
The commitment to sustainability is a long one. More than 30 years ago Chopard brought all its jewelry-making processes in-house in order to guarantee control of every aspect of their relationship with miners as well as promises made to Chopard clients.
In 2013 the Maison made the decision to invest directly in artisanal gold, to increase its availability to the larger market. The company has a long-standing relationship with Olivia and Colin Firth, who champion sustainability through their Green Carpet Collections. Chopard defines “ethical gold” as gold acquired from responsible sources that have been verified to meet international best practices. From July 2018 Chopard gold will be responsibly sourced from either artisanal small-scale mines in the Swiss Better Gold Association (SBGA), Fairmined and Fairtrade schemes, or from the RJC Chain of Custody gold through Chopard’s partnership with RJC-certified refineries.