From July Chopard will only use ethical gold in its jewellery and watch collections.
All gold will be responsibly sourced from one of two traceable routes; from small-scale mines participating in the Swiss Better Gold Association (SBGA) Fairmined and Fairtrade schemes, or from the RJC Chain of Custody, through Chopard’s partnership with RJC-certified refineries. It is another milestone in Chopard’s Journey to Sustainable Luxury. “True luxury comes only when you know the handprint of your supply chain and I am very proud of our gold sourcing program.” said Caroline Scheufele, co-president and creative director of Chopard. “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”.
Launched in 2012 in partnership with Eco-Age, The Journey to Sustainable Luxury is Chopard’s commitment to sourcing responsibly, and actively supporting mining communities to reach Fairmined certification, which means funding training and operational, social welfare and environmental improvements. Eco-Age’s Livia Firth said ‘…not only is Chopard the only luxury jewellery and watch brand to achieve a 100% ethical gold supply chain but they did it in just five years! Today the message is loud and clear: corporate neutrality is finished.”
TDI’s CEO Assheton Carter is Chief Technical Advisor to Eco-Age. He applied his experience in global value-chain development to help build the Chopard ethical gold programme from its inception. It has required a robust multi-year sourcing and supply-chain management strategy, cementing alliances between collaborators the length and breadth of the supply chain, from mine to market. Success has depended on recognising commercial drivers alongside ethical commitments, and aligning those with the very real needs on the ground within small scale mining communities.
Such impact investing is at the heart of TDI’s new offering, The Impact Facility for Mining Communities.
Chopard made their announcement at Switzerland’s Baselworld Watch and Jewellery Fair 2018. It is sure to challenge and inspire other brands to follow suit.