Editor’s Note
The evolving relationship between luxury and sustainability is reshaping consumer values and industry standards. This article explores how these once-divergent concepts are now driving a profound transformation in lifestyle and product philosophy.
Once considered opposing concepts, luxury and sustainability have gradually merged in recent years, permeating every detail of life from clothing, food, shelter, to transportation. To call sustainability a mere trend would be too ironic, yet it’s an undeniable fact that this concept has overturned the lifestyles of generations within just over a decade. The interpretation of luxury was once simpler, focused on price and value. Today, what carries the banner of luxury is not just a product, but a deep-seated set of values and a way of life. The combination of Sustainable Luxury is a never-ending, long-term mission, gradually moving from food, beauty, and fashion… into every field. The latest stop is the world of Chopard jewelry, which since 2013 has shifted from the red carpet to the green carpet, trading dominance for substance.
At the Baselworld watch and jewelry fair earlier this year, Chopard announced that starting in July, it would use only ethically sourced gold for all its watches and jewelry, marking a new milestone in its “The Journey to Sustainable Luxury” plan. The Green Carpet collection is the first to feature responsibly sourced Paraiba tourmaline. This neon-glowing aquamarine gemstone, weighing over 34 carats, was purchased in an ethical manner from the Mavuco-Chalaua mining area in Mozambique. The mine is managed according to the sustainable development excellence criteria of Eco-Age’s Green Carpet Challenge (GCC).
While the series of certification names may seem complex, in simple terms, this is Chopard’s latest endeavor in its raw materials program. From the very basic stage of material selection, each piece is subject to strict limitations, introducing only responsibly sourced raw materials. To date, Chopard’s creations have already utilized Aurora opal, Gemfields emeralds, and diamonds from suppliers certified by the Responsible Jewellery Council (RJC).
The journey towards Sustainable Luxury is not a lonely one. Academy Award-winning actress Julianne Moore shares the same belief as Caroline Scheufele, Co-President and Artistic Director of Chopard. Their first collaborative design was unveiled at this year’s Cannes Film Festival. The elegant and understated Green Carpet collection necklace is crafted from Fairmined certified 18K white gold, set with diamonds from RJC-certified suppliers. The detachable pendant features a triangular-cut Paraiba tourmaline, whose natural, translucent blue-green hue evokes the ocean.
Julianne Moore expressed this sentiment while visiting the Chopard workshop in Geneva, where she witnessed the creation of this piece alongside Caroline Scheufele. The value of the brand has long transcended the level of the product itself. What Sustainable Luxury conveys is precisely this profound, deep-seated meaning.
