Chopard was the first watchmaker-jeweller to use 100%
ethical gold. How did that come about?
Last year [2018] was a special milestone as we committed
to using 100% ethical gold for the production of all our
watches and jewellery. True luxury comes only when you
know the handprint of your supply chain and I am very
proud of our gold sourcing programme. We have been a
member of the Responsible Jewellery Council since 2010
and we only use diamonds from RJC certified suppliers.
How has your initiative been received by the industry as a
whole?
We have received a lot of positive feedback and
encouragement to go further and many brands have since
followed, which is a great step in the right direction. In the
Chopard boutiques globally, our sales team is always very
keen to discuss the origins and craftsmanship of our
pieces.
Other brands have started working on the origin of their
pieces too, which I am delighted about, and the Swiss
banks are also starting to be more active. Being in a
profitable business and practicing good stewardship of
environmental and social justice is essential. I sincerely
hope that more companies from our industry will join us
in this movement by putting ethics at the heart of
aesthetics.
Was there any initial resistance?
The most challenging and complicated step when we
started was the first step: the actual change. People are
used to doing things in a certain way and it’s often hard
for them to go out of their comfort zones. That was the
hardest part, to convince everybody in the workshops
about the change. We had to make them understand why
we were doing this because they are the ones who have to
do the job. It is not just about us taking the decision to
make the change. It was a challenge, but we obviously
proved that we could do it.
Being a pioneer requires courage. Do you see yourself as a
naturally brave person or can it be quite overwhelming at
times?
It can still be overwhelming but you get used to it with
time, especially when you are passionate about what you
are speaking about. It makes it easier and you become
naturally more confident.”
Was your own family receptive to your ideas?
As a family-run business, ethics have always been an
important part of our philosophy. Naturally, we have
always put ethics at the heart of the values of Chopard.
How closely do you work with your co-president and brother
Karl-Friedrich?
Our main strengths - and the reason behind our success –
are team work and family work. My brother and I work
very much hand in hand and we even share an office
together. We always take decisions together about business
development, global strategy, production, distribution and
new designs or new products. Of course, along with my
parents, which is a true blessing.
You recently refurbished the flagship London boutique using
environmentally-friendly materials. How important is it to
show that Chopard’s sustainable luxury ethos extends to
everything it does as a brand?
When you are passionate and deeply concerned about
something, you can’t do it half way! Whenever there is a
more sustainable solution, we try to adopt it. Every
change is worthwhile even if it is a small step.
Retail is going through a difficult time at present. What’s
your prognosis on the future of retail and how does it need to
evolve to survive?
We believe clients are looking for experiences. This is a
challenge for brands but they need to be very creative. In
the Bond Street boutique, we have recreated a British
home atmosphere with a high jewellery boudoir on the
first floor, and on the basement, a gentlemen’s salon with a
fireplace and bar. We would like our customers to feel at
home.
The theme of the boutique launch was Chopard Loves
London. What do you love about London?
I love London’s energy and creativity. As soon as I am in
London, I feel everything is possible. The city is so vibrant;
this is really one of my favourite places in the world!