“It’s a long happy marriage”; says Caroline, describing the relation between Chopard and Cannes Film Festival and how it all started.
I had the following chat with her at the Chopard rooftop Terrace located at the iconic Martinez Hotel.
“Since I was a kid I was always a big fan of cinema and when we opened our first boutique in Cannes 18 years ago, I wanted to have a sort of collaboration with the festival but not doing an event on the side, I wanted something official. I still recall that it was the festival’s 50th anniversary when I went to Paris to meet the President of the festival at that time, Pierre Viot, where I showed my interest of doing more than just an evening. He advised me to speak and discuss the matter with the festival partners that were canal plus & L’Oreal then. I asked him what about Jewellery & watches partners and if they had any? And for Red carpets you need jewellery!
As we were discussing the potentials and possibilities I saw the “Palme d’Or” behind him at the shelf and I asked if it was the real one, he said yes and mentioned that it’s 50 years old now and it needs restyling! So I directly told him that my job is not to organize parties it is to design Jewellery, so let me work on it and do some ideas. He agreed. I was so happy, I left with the Palme d’Or in my arms back to Geneva and directly to my brother’s office to share what happened!
The Palme on its cristal base
On the pros and cons of being part of a family business Caroline says that there are many advantages.
“We are all passionate about what we do since we run the company as a big family. We have the same path and same vision. No politics, no bureaucracy, not accountable to anyone but ourselves, and this gives us great flexibility in adapting to any sort of situation. As for the disadvantages, she says: “ sometimes having a sort of a friction”.
Caroline Scheufele and Alexis Veller in Chopard
I continue my chat with her amidst her attentiveness to every small detail that’s taking place at the terrace and I ask her about the design DNA of the brand.
“Setting Trends. We were the first company to use coloured diamonds in watches. Happy Diamonds and Happy sports are examples of being among the major pillars of the Chopard design DNA”.
What can you say about the beautiful Red Carpet collection that I am seeing here?
Very Colourful!
Chopard Red Carpet Collection
One of the Green Carpet collection pieces was designed by actress Marion Cotillard. Tell us more.
“We’ve been dressing actresses for many years, and they always come to me before the festivals or Oscars and share what they would like to wear.
It is a nice synergy if the actress gets the chance to be involved in designing the piece since the premiere of their movie is very important and the jewellery that they are wearing should have a piece of them. This project is a world’s first when it comes to an actress designing her own red carpet jewels.”
Chopard Green Carpet Collection
You launched “ The Journey to Sustainable Luxury “, tell us more about this project and its concept.
It is a first. We’ve been working with Fairmined gold since three years and it is taking more space in our capsule collection. My aim is to make all high jewellery with Fairmined gold. In today’s industry diamonds are controlled but the coloured stones area is very wide, so the first we managed was with opals. This actually showed that it was doable and one had to start, and we did.
What inspires you?
Everything and anything around me!
Colours, countries, nature, architecture, music, women and of course when I work around unique gemstones, it’s the stones themselves.
How is the brand performing in the Middle East and how important is this market to you?
We have lots of new boutiques in different markets across the region and we work with very strong partners, like the Seddiqi family in Dubai for example.
We are looking for collaborating with Dubai Film Festival in a way!
Steve Gaidos, Pierre Lescure, Caroline Scheufele, Lola Kirke, Jack O’Connell, Julianne Moore
Julianne Moore & Caroline Scheufele in Chopard
What’s your strategy to stay ahead of competition?
I honestly don’t look at competition, you have your own legion. We’ve always been trendsetters. Cannes as a festival was not known before, now it is THE festival. We grew with Cannes. I always say: Don’t look left and right just go your way.
Tell us more about The Chopard Trophy?
It’s been 15 years since we started with this award. We wanted to bring something actively for the festival and for the industry. Our idea was to recognize young talents and give them a kick -start for both men and women. When you think about Marion Cotillard at that time, no one knew her. The second day after she was awarded the Trophy, she was all over the media and after seven years after she got her Oscar. So apart from being a partner at the event itself, we are doing a lot around cinema.
What do you still aim to achieve?
There will always be a next Cannes and a next Basel! My passion will always be to create dreams and make women beautiful and smiling.
