Cannes Festival, May 2015 – Chopard introduced to the world its new Green Carpet Collection inspired by the iconic Palme d’Or. In celebration of the 60th anniversary of the iconic award,the collection will be released under the title of Journey to sustainable luxury.
The collection has been in the works since 1998 as part of a long-standing partnership between the brand and the world’s most famous film festival. Launched last year – the first Palme d’Or in Fairmined gold, marked Chopard’s commitment to its multi-year program, the Journey to Sustainable Luxury. At the start of the legendary Cannes festival, Chopard unveiled four exclusive pieces from the Green Carpet Collection High Jewellery collection inspired by the iconic award to celebrate its 60th anniversary.
The Green Carpet, which will be part of this year’s Chopard Red Carpet Collection, comprises a jewellery watch, a large pendant, a ring and earrings delicately crafted from 18ct white Fairmined gold and set with marquise-cut diamonds sourced from a RJC certified company.
The design is a a beautiful complement to the natural shape and grace of the leaves of the exotic palm tree with the signature heart of the Palme d’Or, a symbol dear to Chopard and Caroline Scheufele, its co-president and artistic director.
The Journey to Sustainable Luxury is Chopard’s commitment to a multi-year programme towards achieving sustainable luxury. The goal is to improve the environment and people’s lives at the very beginning of the supply chain, who are so often forgotten in the commercial industry.
The Journey, launched in 2013 in partnership with Eco-Age and its creative director Livia Firth, began with Chopard establishing a philanthropic
relationship with the influential South American mining NGO, the Alliance for Responsible Mining (ARM). The brand became the world’s first watch and luxury jewellery company to support and enable gold mining communities to obtain Fairmined certification and provide training, social welfare and environmental support – a truly noble mission.
The first artisanal community mine Chopard worked with was the Coodmilla Cooperative in La Llanada, in the Nariño Department of Colombia. The mine supports around 1860 people in la Llanada, a region where the economic activity is heavily reliant on mining. With the support of Chopard and ARM, Coodmilla will obtain Fairmined certification this year.
This year, Chopard continues its Journey to sustainable luxury and announces its support for a new gold mine in Bolivia. The 15 de Agosto Cooperative is one of the largest independent cooperatives in the country with 198 members, including 78 women. The mine is based high in the magnificent Andes mountain range, at over 4000m above sea level and marks the brand’s continual commitment to implementing the highest standards in every aspect of its business – from supply-chain and production to retail and craftsmanship. This new philanthropic approach has been making headlines around the globe with more companies becoming inspired by Chopard’s visionary mission and following in their footsteps.
Because high quality starts with care.