Editor’s Note
This article explores how Caroline Scheufele has redefined Chopard’s identity by aligning it with cinematic glamour and female leadership, challenging the traditionally masculine perspective of luxury.
All brands want to be synonymous with something special. Since redesigning the Palme d’Or trophy for the Cannes Film Festival in 1998, Caroline Scheufele has ensured that the name Chopard is exalted alongside the best and brightest in the world of entertainment, including Hollywood stars, musicians, directors and models.
Today, she shares a leadership role with her brother. The rise in female executives at major watch and jewellery houses signals a shift in power that could redefine the future of luxury.
It’s important not to oversimplify the complex interconnectedness between men, women and jewellery. Although we traditionally see the sphere as the domain of women, it has historically been men in positions of power as business owners, celebrated designers and consumers. For centuries, women were the recipients of jewellery as gifts, tokens and expressions of love, but perhaps not the ones setting the rules or controlling the purse strings.
Over the course of the 20th century, designers of distinction infused some feminine energy into the jewellery landscape, with the likes of Suzanne Belperron, Elsa Peretti, Jeanne Toussaint and Alma Pihl being among them. These women, who designed for other women, brought a different perspective and garnered critical acclaim. However, one could argue that while they often held creative power, the business side of the industry has been largely led by men.
Now, we live in a time of financial independence, when women can purchase pieces for self-expression and enjoyment. At the same time, accomplished women have risen through the corporate ranks in the luxury sector, bringing not only business acumen but insights into the female psyche. Today, we are witnessing the pinnacle of this upward movement, with a plethora of high-profile female chief executives at some of the world’s most significant jewellery and watch houses, making decisions and shaping the future of billion-dollar empires.
We’re in an era of feminine power at brands that have and continue to dominate red carpets, set trends and command the highest prices at both the retail and auction levels. Here are some of the impressive women who are making the luxury jewellery world go round. Although this list is far from exhaustive, the people mentioned here are changemakers, tastemakers and leaders. Get ready to feel inspired.
Even though Audemars Piguet is technically a Swiss watchmaker and not a jewellery brand, it seemed unfair to omit Ilaria Resta from this rundown of powerhouse women in the sector. What is especially exciting about her appointment as the CEO in January 2024 is that she didn’t have experience in the luxury watch sector. Her illustrious, 30-year career centres mainly in beauty, haircare and premium fragrances, with an emphasis on marketing and leadership in North America and Europe.
The world of high-end watches is notoriously small and guarded, so it is a testament to her skill and tenacity that she managed to break through and lead such a world-famous brand. In the several interviews she has conducted since joining the company, Resta has spoken about preserving the independent and innovative spirit of the house and bringing in new devotees who are passionate about craftsmanship, history and mechanical watchmaking.
For some of us, the idea of being at the top of the corporate ladder, managing global supply chains and being responsible for thousands of employees is more terrifying than tantalising. However, the women featured here have embraced the intensity and pressure of leadership with confidence, authenticity and a strong sense of self. When wielding influence at the highest level, especially in a man’s world, these are the characteristics needed to thrive.
