Chopard announced that by July, they will be the first luxury watch and jewellery house to use 100% ethical gold.
According to the official statement, the Swiss house aims to stop using any gold that is not ‘acquired from sustainable sources and verified as having met international best practice environmental and social standards.’
It has taken five years to bring this process to the final stages, but Chopard have been implementing sustainability factors for the past 30 years. From this summer onwards, the Maison will be using gold sourced from two places: small mines verified by the Swiss Better Gold Association or refineries certified as meeting the Responsible Jewellery Council’s Chain of Custody Standard, which has strict environmental and social guidelines. The clean gold initiative was announced during Baselworld fair alongside actors Julianne Moore and Colin Firth, with Chopard’s co-president Caroline Scheufele adding:
“Our challenge is to do it in more areas, with the gemstones — and my challenge also is to lobby maybe some Swiss banks or our colleagues to do the same. After all, our planet is the most precious gemstone.”