More than Meets the Eye
Swiss jeweller Chopard recently achieved a remarkable outcome in its quest for ethical sourcing of raw materials, a landmark close to brand ambassador Julianne Moore’s heart. The Hollywood actress explains to Charlene Co how luxury and sustainability can
Chopard’s brand ambassador Julianne Moore discusses the possibility of sustainable luxury and the brand’s recent move towards an ethical shift
This wasn’t going to be just another visit to a jewellery workshop, of that I was certain. Sure enough, as I moved through the dozens of jewellers and craftsmen working feverishly to complete the Chopard collection to be presented in less than a month during the Cannes Film Festival, there she was: Julianne Moore, admiring a necklace, as yet unfinished, that she would be wearing on the Cannes red carpet.
“It’s my first time in Geneva and at Chopard’s workshop. It’s pretty exhilarating,” the Hollywood star tells me amid the frenzied atmosphere of the atelier. “We tend to forget that before they become these breathtaking pieces of jewellery, dozens of brilliant people—artisans, jewellers, gem-setters—spend days on end to create and perfect them. And actually meeting and watching them at work has given me a wonderful and holistic way of looking at a piece of jewellery.”
The Academy Award-winning actress, however, wasn’t there just to admire jewellery. Known for her political activism and being a strong advocate for gay rights, gun control, and planned parenthood, Moore was adding champion of sustainable luxury to her CV.
At Baselworld in March, Moore joined Chopard co-presidents Caroline and KarlFriedrich Scheufele, and Livia Firth, founder and creative director of sustainability and communications consultancy Eco-Age, on stage for the announcement that from July this year, the brand would use only gold from ethical sources in its jewellery and watches.
Chopard defines ethical gold as that acquired from responsible sources, verified as having met international best practice environmental and social standards. It will