Every Tuesday, The Golden Eyes presents a sustainable jewellery brand. For the first time, we have decided to introduce you to one of the pioneering brands in this sector. It was the first to commit to 100% ethical gold. The brand in the spotlight this week is Chopard.
This Swiss brand is known worldwide, both for its jewellery and for its commitment. Indeed, for more than 30 years, the family brand has been working to ensure the traceability of the gold it uses. It owns its own gold smelter. In addition, Chopard has been a member of the RJC (Responsible Jewellery Council) since 2010, an ethical, social and ecological organism.
In collaboration with Livia Firth and her consulting firm Eco-Age, Chopard has decided to create a collection of ethical gold jewellery called “Green Carpet”. The Haute Joaillerie collection, made entirely of “Fairmined” certified gold, was then presented at the Cannes Film Festival, in 2013. Inspired by the design of precious stone lace that is the signature of Haute Joaillerie Chopard, it is composed of necklaces, earrings…
The collection has been worn by many well-known actresses such as Marion Cotillard.
This gave name to a long-term commitment, called “The Journey to Sustainable Luxury”. It is committed to supporting artisanal and responsible mining communities in Latin America in their efforts to achieve Fairmined certification. According to the Chopard site, “The Fairmined standard guarantees miners stable market access and a fair price for the gold they produce. The bonus received by miners (in addition to the market price) is used to improve the living and working conditions of artisanal mining communities, which contributes to building and strengthening their autonomy in a sustainable manner. »
The first mine supported by Chopard is located in Colombia, the Coodmilla Cooperative de La Llanada supports 1860 people, certified “Fairmined” in 2015. Today, the brand is the largest buyer of “Fairmined” gold.
After 5 years of eco-responsible approaches, the Swiss family brand announced in March, during the Baselworld exhibition, that it would only use 100% ethical gold from July. Now, it comes from small mines participating in the Swiss Better Gold Association (SBGA) fairminded and fairtrade programs, or from the RJC chain of custody.
We hope to get a quick feedback from the brand to tell you if it has been successful in meeting its commitment.
In the meantime, Chopard remains one of the jewellery brands most committed to resource sustainability.
Next week, we will talk about a very recent brand that is very committed to ethics. See you next week!