Luxury jewellery and its manufacture might be a highly specialised area, but like all considerations and provinces it still cannot be divorced from the world as a whole. Earlier this year, luxury watch and jewellery manufacturer Chopard announced its intentions to become increasingly involved in the hotly debated arena of ethics and environmental sustainability through the introduction of jewellery made entirely from ‘Fairmined’ gold in Peru. Chopard jewellery has always been widely celebrated, but this new direction is a genuine move towards the future. Modelled by Marion Cotillard at the Cannes Film Festival in June, the innovation was unveiled to widespread acclaim. These first fruits took the form of a bracelet and matched earrings, although more recently a necklace has also been modelled by Virginie Ledoyen at the Venice Film Festival in September.
Chopard’s introduction of Fairmined gold started on a relatively small scale using selected sources in Peru. Chopard pays a premium for this gold, and this money is then directly siphoned into the miners’ communities to drastically improve their standards of living. This premium covers a better quality of sustainable living, and is also used to enhance the otherwise lamentable conditions that are all too common within small-scale mining operations. Similarly, the diamonds are obtained exclusively from the IGC Group; one of the oldest establishments to provide ethically and ecologically sourced diamonds in the world. The entire scheme has been dubbed ‘The Journey’ by Chopard; a phrase which undoubtedly conveys that this mission is far from a temporary consideration.
The Fairmined gold jewellery is part of a long term project that is expected to unfold over a number of years. According to Caroline Scheufele, the co-President of Chopard, the undertaking has come about as a result of the brand’s acute awareness to promote sustainable luxury. Over the course of next year, green entrepreneur Livia Firth will be working alongside Chopard to fashion a range of additional pieces from the same Fairmined gold. Firth has been involved with this venture since the beginning, and was an integral part of the decision to support the Alliance for Responsible Mining in Peru. This collaboration is merely the first step in Chopard’s excursion towards sustainable luxury; a programme which aims to transform the use of the landscape, resources and artisan miners in South America.
At Banks Lyon, we applaud Chopard’s decision to pursue this incredibly important goal. The resolution to ensure reliably sourced and traceable materials has helped to set a new precedent in the world of jewellery, and we hope that many more luxury brand names will now begin to follow suit. Currently, only Chopard’s jewellery collection has been furnished with any Fairmined products, although in time we could well begin to see luxury Chopard watches being created in this commendable manner too. Chopard’s current actions have shown that there certainly does not have to be a division between ethics and aesthetics in the world of jewellery, and we sincerely hope that this endeavour continues to receive the recognition and tribute that it justly deserves.
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