GLAM­OUR WITH A CON­SCIENCE

With Chopard’s mis­sion to­wards sus­tain­able luxury in full swing, all that glit­ters is in­deed (eth­i­cal) gold

Portfolio - - PASSION -

The jew­elry in­dus­try has al­ways been in the cen­ter of con­flict, with blood di­a­monds and in­hu­mane prac­tices be­ing the most press­ing is­sues that have fol­lowed it over the years. How­ever, it is im­por­tant to note that not all brands should be pi­geon­holed in this in­dus­try co­nun­drum, par­tic­u­larly those who make the ex­tra ef­fort when it comes to trans­parency, all while plac­ing eth­i­cal prac­tices at the fore­front. Since DBS In­signia Card­mem­bers are some of the most dis­cern­ing and so­cially aware con­sumers in Sin­ga­pore, what they pur­chase, who they pur­chase from, and how it was pro­duced plays an im­por­tant role in de­ci­sion mak­ing. Given these con­sid­er­a­tions, Chopard makes for an easy choice, es­pe­cially since the Swiss watch­maker and jew­elry brand is at the fore­front of sus­tain­able luxury. Ear­lier this year at Basel­World, Chopard re­vealed that start­ing July 2018, it will use 100% Eth­i­cal Gold in all its jew­elry and watches, which fol­lows the fam­ily-run brand’s core value of sus­tain­abil­ity, which was started over three decades ago.

Set­ting the Gold Stan­dard

Un­der the Chopard brand, “Eth­i­cal Gold” is de­scribed as gold ac­quired from re­spon­si­ble sources, ver­i­fied as hav­ing met in­ter­na­tional best prac­tice en­vi­ron­men­tal and so­cial stan­dards. In or­der for the brand to in­crease its con­tri­bu­tion in ar­ti­sanal gold min­ers’ im­prove­ment ini­tia­tives, as well as con­trib­ute to fur­ther vol­ume growth of eth­i­cally ex­tracted gold, Chopard joined the Swiss Bet­ter Gold As­so­ci­a­tion (SBGA) in 2017. To­day, Chopard’s gold is ex­clu­sively sourced from one of two trace­able roots: 1) Ar­ti­sanal freshly mined gold from small-scaled mines par­tic­i­pat­ing in the SBGA, Fairmined and Fair­trade schemes, and 2) RJC Chain of Cus­tody gold, through Chopard’s part­ner­ship with RJC-cer­ti­fied re­finer­ies. With Chopard’s watches and jew­elry crafted in-house, the brand is also able to guar­an­tee con­trol over all of the pro­cesses – from man­u­fac­tur­ing to fi­nal prod­uct, and there­fore, con­trol­ling the

gold used in its products. Ac­cord­ing to Caro­line Scheufele, Co-Pres­i­dent and Artis­tic Di­rec­tor of Chopard, “True luxury comes only when you know the hand­print of your sup­ply chain and I am very proud of our gold sourc­ing pro­gram. As Artis­tic Di­rec­tor of the brand, I am so proud to share the sto­ries be­hind each beau­ti­ful piece to our cus­tomers and know they will wear these sto­ries with pride.”

On­ward to Global Goals

Chopard’s Eth­i­cal Gold is merely a small step to­wards a larger en­deavor called The Journey to Sus­tain­able Luxury. Here, the luxury watch and jew­elry house aims to align with the UN Global Goals, which aims to re­duce in­equal­ity, con­trib­ute to de­cent work, and cham­pion re­spon­si­ble re­source con­sump­tion. Cur­rently, Chopard has un­der­taken a se­ries of sys­tem­atic rel­e­vance as­sess­ments to de­fine which of the Global Goals are im­pacted upon by the com­pany as a cre­ator of fine jew­elry and watches, an em­ployer of skilled ar­ti­sans, as well as a busi­ness sourc­ing me­tals and pre­cious stones all over the world. Ac­cord­ing to Livia Firth, Cre­ative Di­rec­tor of Eco-Age, a sus­tain­abil­ity con­sul­tancy com­pany, and founder of the Green Car­pet Challenge, “Thanks to the Global Goals, we have a 17 point plan lay­ing out so­cial and nat­u­ral cap­i­tal goals – and no one should be ex­empt from these. Con­nect­ing cit­i­zens with what has been called one of the most crit­i­cal ini­tia­tives of our times is ab­so­lutely es­sen­tial and ex­cit­ing, if we wish to see a path to a more sus­tain­able and just fu­ture. It is ex­cit­ing to have Chopard share this vi­sion and at Eco-Age, we look for­ward to work­ing with them to achieve this.” Go­ing for­ward, Chopard will re­port on their progress against de­fined met­rics and goals as part of its on­go­ing com­mit­ment to cor­po­rate re­spon­si­bil­ity and con­tri­bu­tion to wider sus­tain­able de­vel­op­ment is­sues.

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