chopard2Ladies and gentlemen, drum roll please… We are delighted to announce to you that luxury jewellers Chopard have joined the GCC!

Together with Eco-Age Creative Director and Founder of the Green Carpet Challenge (GCC), Livia Firth, Chopard launch their journey to sustainable luxury with the presentation of its first Green Carpet Collection pieces, as part of its High Jewellery collection.


Appropriately titled “The Journey”, this striking initiative, which sees Chopard working alongside Eco-Age’s GCC and ARM (the Alliance for Responsible Mining), will help transform the lives of artisanal and small scale gold miners in South America, protecting the natural resources and wildlife they depend on.

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Comprised of an exquisite gold and diamond bracelet and accompanying earrings, the collection has been beautifully hand-crafted in Chopard’s High Jewellery workshops. For the very first time in the company’s history, the pieces have been set in sustainably sourced Fairmined gold from artisanal community mines in South America, supported by the Alliance for Responsible Mining (ARM) – a Colombia-based charity and developer of the Fairmined standard – and uses diamonds from mines certified to the high standards of the Responsible Jewellery Council (RJC), sourced from IGC Group.



“The launch of The Journey initiative in Cannes marks the beginning of an incredible journey for Chopard and our partnership with them,” says Eco-Age’s Creative Director Livia Firth, adding, “By putting sustainability at the very heart of the brand, they are showing themselves to be leaders and a company that truly wants to make a difference to the world of luxury jewellery.”

We are also delighted to announce that the High Jewellery Green Carpet Collection Pieces by Chopard are also the first pieces of jewellery to be awarded the GCC Brand Mark. For Livia, the launch represents a new milestone for the luxury jewellery industry.

“We all love to invest in beautiful pieces of jewellery as we love to sparkle,” says Livia, “but at the same time we are becoming more and more aware of the provenance of the materials.”


A belief echoed by Co-President and Artistic Director of Chopard Caroline Scheufele, “As a century old, family-run business, we are very aware of our responsibilities in our journey to sustainable luxury. It is not an easy journey, but it is the right one and The Journey is the start of a very exciting new multi-year programme that will ensure we are working towards our goal of sustainable jewellery. One of the first steps is our partnership with ARM, which will support the families and communities of the artisanal miners in South America.”



Lina Villa, Executive Director of the Alliance for Responsible Mining (ARM), said: “We are delighted to partner with Chopard as it begins its journey and together we can start the work to transform artisanal and small-scale mining in the communities specially chosen for this programme. Chopard is the first luxury jeweller to develop a partnership of this kind with us and we are looking forward to truly making a difference in the lives of these mining communities.”



It was also imperative for the collaboration that the diamonds be ethically sourced. Working with the Responsible Jewellery Council and the IGC Group was an important choice for The Journey.


“We believe the integrity of the diamond and jewellery industry is dependent on the very principles championed by organizations such as the Responsible Jewellery Council,” says Piet Rijk, Partner at IGC Group. “We are committed to do our part. Promoting ethical and socially responsible business practices is a fundamental and core value of this business.”


And now sustainable development can add another champion to the cause. As Chopard embark on their journey to put sustainable luxury at the heart of their company, we are delighted to award them the GCC Brand Mark – a guarantor of those exacting sustainable standards.

We can’t wait to see how the story unfolds!

Photography: Chopard