As the first fine jewellery brand to sign up to Eco-Age's Green Carpet Challenge, Chopard is raising the profile of ethically mined jewellery by dressing top stars in sustainable high-end jewels.
At the Cannes Film Festival in May 2013, the Swiss watch and jewellery brand enlisted the help of French actress Marion Cotillard to launch the inaugural pieces in its Green Carpet Collection. Cotillard stepped out into the bright sunshine of the French Riviera wearing the very first jewels made by Chopard in sustainable Fairmined gold from South America: earrings in white gold and diamonds with a matching cuff bracelet.
Later in the year, at the Venice Film Festival, fellow French actress Virginie Ledoyen revealed the third jewel in Chopard's Green Carpet Collection, a white gold necklace set with 43ct of diamonds. And, just a few weeks ago, Chopard's newest Green Carpet jewels made their entrance on the Golden Globes red carpet, on the earlobes of Cate Blanchett, one of Hollywood's most high-profile stars. Fit for a goddess, the Greek-style laurel earrings were made with Fairmined gold and set with diamonds sourced from the IGC Group - one of the world's oldest diamond firms, whose origin is certified by the Responsible Jewellery Council (RJC). You can't get much more squeaky clean than that.
Chopard is the first luxury jeweller to develop a partnership with ARM, the Alliance of Responsible Mining, which helped source the Fairmined gold for the Green Carpet Collection. ARM helps support artisanal and small-scale mining communities. Its ultimate goal is to reduce poverty by creating new practices built on local traditional knowledge and giving the local people control of their community's natural resources.
Chopard's venture with ARM was made possible with the help of Livia Firth's consultancy house Eco-Age, which aims to pave the red carpet with reform of both a sustainable and beautiful kind. Raising awareness is key, and the Green Carpet Challenge is doing just that by encouraging celebrities and fashion houses to showcase their ethically mined creations in front of the global media.