News 
Building on the growing success of its multi-year programme, The Journey to Sustainable Luxury launched in 2013, Chopard announces its support for a new gold mine in Bolivia.
The Journey, launched in partnership with Eco-Age and its creative director Livia Firth, began with a world first that saw Chopard forge a philanthropic relationship with the influential South American mining NGO, the Alliance for Responsible Mining (ARM). Chopard became the world’s first watch and luxury jewellery company to support and enable gold mining communities to reach Fairmined certification and provide training, social welfare and environmental support.
The new gold mine in Bolivia, the 15 de Agosto Cooperative is one of the largest independent cooperatives in the country with 198 members, including 78 women. The mine is based high in the magnificent Andes mountain range, at over 4,000 meters above sea level.
The first artisanal community mine Chopard worked with was the Coodmilla Cooperative in La Lllanada, in the Nariño Department of Colombia. The mine supports around 1860 people in la Llanada, a region where the economic activity is directly linked to mining. With the support of Chopard and ARM, Coodmilla will reach Fairmined certification this year.
Caroline Scheufele, Co-President and Artistic Director of Chopard said: «We are so proud to take the next step on our Journey to Sustainable Luxury. It has not been easy but the results are so incredible. We can truly see the differences that we are making to the mining communities».
«It has been very important to Chopard to continue with our bold commitment. Investing in these mines is crucial to supporting the lives of people who make our business possible», said Karl Friedrich Scheufele, Co-President of Chopard. «Over a thousand families benefited through social, environmental and training provision with our initial commitment and now we are going to be able expand that commitment to touch many more lives.»
To ensure the traceability of the Fairmined gold now used by Chopard, the company has created a segregation process in its workshops in Geneva. The Green Carpet Collections of High Jewellery, made in accordance with the Green Carpet Challenge (GCC) ethical benchmarking, are all produced through this dedicated process, which includes the first Fairmined gold watch, the L.U.C Tourbillon QF Fairmined.
Chopard’s growing commitment to increasing the quantity of Fairmined gold in its products, will see introduction of new High Jewellery creations for the Green Carpet Collection and a second watch, the L.U.C XPS Fairmined, with 250 pieces produced. Chopard continues to work on other key raw materials in its supply chains products, as well as increasing operational efficiency and maintaining its status as a member of the Responsible Jewellery Council (RJC) certified to the RJC Code of Practices.
Milestones of The Journey to date:
May 2013, Cannes Film Festival: Chopard unveils the first Green Carpet Collection creations realized with Fairmined gold and setting with diamonds certified to the RJC code of conduct.
January 2014, Los Angeles Golden Globes: Chopard unveils another addition to the Green Carpet Collection.
March 2014, Baselworld: Chopard launches a world first, a high horological watch made of Fairmined gold, the L.U.C Tourbillon QF Fairmined. The brand launches also new High Jewellery Green Carpet Collection creations.
May 2014, Cannes Film Festival: Chopard unveils the first ever Palme D’Or made from Fairmined gold, representing another world first, this time for the film industry.
November 2014: In New York Caroline Scheufele Creative Director and Co-President of Chopard, presented, by Her Excellency, The First Lady of Columbia, with the Fashion 4 Development Award in recognition of her role in launching The Journey To Sustainable Luxury.
End of November 2014, in Miami: Caroline Scheufele presented, by Livia Firth, with the Environmentalist of the Year Award in recognition for her role in launching The Journey To Sustainable Luxur.
March 2015, Baselworld: Chopard deepens its commitment to the Journey with the support of a new gold mine in Bolivia. The luxury watch and jewellery company also launches new pieces for the Green Carpet Collection of High Jewellery and a new L.U.C XPS Fairmined watch.
Fairmined Certification
Fairmined Certification ensures small scale miners are extracting gold in a responsible manner, treating workers and the environment fairly and receiving a premium on top of the price they receive for the gold to re-invest into their communities.
June 18, 2015