It’s a tour de force for Chopard: on April 14, some of the most acclaimed divas will parade on the Croisette at the Cannes Film Festival wearing the jewels of the Geneva-based maison, the official partner of the event for 17 years. Caroline Scheufele, co-director together with her brother Karl-Friedrich, revealed to the Baselworld Daily News the projects for 2014 of the high jewelry division: “Our path towards sustainable luxury continues, and the new developments revolve around both the Green Carpet Challenge, i.e. items made with gold from small mining communities in South America supported by the Alliance for Responsible Mining (ARM), to create a stable market and fair remuneration for the extracted material, and the Red Carpet Collection that we will see in Cannes. It is clear that the growth of the Green Carpet line depends on our ability to adapt production in parallel with traditional production, just as development is dependent on the quantity of raw material that we manage to purchase each year. For this reason, we are currently in negotiations with a second certified mine, so that we can further expand the range. Instead, the production of the Red Carpet collection of high jewellery differs every year because we draw inspiration from the peculiarities of the actresses: it is their skin tone, nationality, religion and even age that influence our creativity to develop highly personalized objects”. On the occasion of its 150th anniversary, Chopard has created a collection of 150 unique pieces inspired by the animal world, of which it has just published a book: “From the original idea of creating a jewel animal for each year, we have added others and in 2014 we will present others, again for High Jewellery, while for the boutiques we will have a butterfly collection”. In the meantime, sustainable luxury is dyeing the red carpet green, how is still a secret but we will soon find out.
