Green Carpet Challenge

The Green Carpet Collection was produced in accordance with the GCC® ethical benchmarking and producing to the highest sustainable standards. The GCC® is a project which pairs glamour and ethics to raise the profile of sustainable fashion. The GCC® is today regarded as the leading promoter of the beauty of ethical fashion worldwide and since its launch it has involved all the major fashion designers in the world and an array of A List celebrities on the biggest red carpets worldwide.

 

The new diamond necklace worn by French actress Virginie Ledoyen in Venice is a perfect addition to Chopard’s High Jewellery Collection. The necklace displays hand-cut diamonds sourced from Chopard’s responsible business partner, the IGC Group. 

It is set in Fairmined certified gold, from small artisanal South American mining communities who are supported by the Alliance for Responsible Mining (ARM). 

The necklace was created especially for the Mostra del Cinema of Venice by Caroline Scheufele. The design was inspired by the beauty of the landscape and passion of the men and women who work the small gold mines in the village of La Llanada in Colombia, one of the South American communities supported by Chopard through its partnership with ARM.

 

Caroline Scheufele explained: “Our journey to sustainable luxury is one which is embraced by our whole company. It is the artisans in Switzerland with traditional skills and knowledge who, for well over a century, have created our finest jewellery and watches.Chopard is therefore very proud to be building on and extending this tradition by supporting the COODMILLA co-operative in the mountainous region of south western Colombia."

 

Chopard, which has recently renewed its certification by the Responsible Jewellery Council (RJC) has pledged to provide financial support to the mining communities through its NGO partner ARM to achieve a premium price for the communities for the gold they produce, as well as agreeing to source gold produced by the communities directly.

Caroline continued: "Over a thousand families will benefit through social, environmental and training provision to help them improve their productivity and practices and to thrive sustainably in a complex corner of the world. Our partnership with ARM in South America to support responsible, small artisanal miners will greatly improve the lives of people like Rosa-Maria Rosero. Rosa-Maria is a remarkable single mother of three and a community leader, who formed an artisanal mining co-operative in La Llanada that provides an independent, safe and dignified living for her family and neighbors.” 

 

Commenting on the Eco-Age (a brand consultancy working at the cutting edge of sustainability) and GCC® partnership with Chopard, Livia Firth - creative director and founder of the GCC®- said:  "In our frenetic world it's sometimes difficult to connect the glamour and beauty of a Chopard high jewellery piece directly with the artisanal mining communities of Colombia. Now we have clearly seen that this is what we do. Making this connection is so powerful. The smiles on the faces of the men and women when they learned that Chopard was to transform how they dug gold from the hills of La Llanada and how this will help them and their families, is testament to the difference that luxury brands can truly make to people half way around the world, but who are nonetheless valued as equals.  Priceless.”