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The jewellery house Chopard - one of the undisputed brand leaders in the luxury watch and jewellery market – announced its presence at the Baselword exhibition on the 22nd March with a loud, proud and unprecedented statement: by July 2018 Chopard will exclusively use 100% ethical gold to create all of its products.

The company has been making systematic strides towards this goal for the last 30 years. Caroline and Karl-Friedrich Scheufele - alongside their long-time supporters and friends - talked about the long journey leading to this point, as well as the highs and lows they have encountered on the path to meeting it. Colin Firth and his wife Livia, Julianne Moore, models and activists Arizona Muse and Noëlla Coursaris Musunka and Roy Van were all in attendance as brand representatives and supporters at the press conference, which took place on the day of Baselworld’s official opening.

Chopard defines Ethical Gold as gold purchased from responsible suppliers, and gold that also meets the sustainable and community conscious standards set at an international and environmental level. In line with this, it was announced at the exhibition that starting from July 2018, all gold handled by the Chopard workshops will be supplied only from trusted sources; participating mines will be associated with the SBGA or through the supply chain of the Responsible Jewellery Council.

"The Swiss brand joined the SBGA in 2017, and began working with the RJC in 2016. Karl-Friedrich Scheufele said, “We are incredibly proud to announced our gold will be purchased from responsible resources from July 2018 onwards. It’s a bold decision, but we must do it if we want people’s lives to improve, and our business has made this step possible."

Katerina Perez