We’ve seen some incredible unveilings at Baselworld 2018 so far and across the weekend one luxury brand delivered a huge announcement to coincide with its newest novelties.
Chopard announced that it will only use 100 per cent ethical gold moving forward. This applies to all of its watch and jewellery designs. As for the timeframe? The luxury jeweller is putting the new policy into practice immediately, pledging to have stopped using any gold that isn’t “acquired from sustainable sources and verified as having met international best practice environmental and social standards” by July 2018.
It’s a milestone moment for the brand, which has long been dedicated to sustainability. Most recently it designed a high jewellery collection, called the Green Carpet Collection (pictured above, modelled by Petra Nemcova), in collaboration with Livia Firth‘s Eco Age.
According to a release, the brand’s ethical gold will be sourced via two traceable methods. The first is from small-scale mines participating in the Swiss Better Gold Association fairmined and fairtrade schemes, and the second is from the RJC Chain of Custody.
Speaking at Baselworld, Caroline Scheufele, the brand’s Co-President, said, “As a family run business, ethics have always been an important part of our family philosophy. Naturally, we have always put ethics at the heart of the values of Chopard. True luxury comes only when you know the handprint of your supply chain and I am very proud to share the stories behind each beautiful piece to our customers and know they will wear these stories with pride.”