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.
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The first pair of earrings in Chopard's ethical Green Carpet Collection, created in collaboration with Eco-Age creative director and founder of the Green Carpet Challenge, Livia Firth.
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One of the two pieces from Chopard's Green Carpet Collection worn by Marion Cotillard at the Cannes Film Festival 2013, made from Fairmined gold.
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Chopard white gold and diamond necklace from the Green Carpet collection comprising 144 hand-cut diamonds.
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The necklace worn by Virginie Ledoyen on the Venice Film Festival red carpet is the third jewel in Chopard's Green Carpet collection, created in collaboration with Eco-Age. Comprising 144 hand-cut diamonds, each sourced from Chopard's responsible business partner the IGC Group, the gems are set in white gold sourced from Fairmined-certified mines.
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The stunning Cate Blanchett chose a pair of Chopard earrings from Chopard's ethical Green Carpet Collection to send a powerful message out to the world at the Golden Globes 2014.
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Set with 72 marquise-cut diamonds, Chopard's Green Carpet Collection earrings are certified by the Responsible Jewellery Council (RJC) and crafted from Fairmined white gold.
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Marion Cotillard proudly wears Chopard's Green Carpet Collection jewels, all sustainably sourced, to the premiere of 'Blood Ties' at the 66th Cannes Film Festival 2013.
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Marion Cotillard chose a strapless clean-lined dress that helped accentuate the white gold jewels by Chopard from the first Green Carpet Collection, made using Fairmined gold from South America.
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A prime-time outing for these jewels, which were made in response to Livia Firth's Green Carpet Challenge for sustainable fashion and jewels.
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Marion Cotillard wore Chopard's Green Carpet Collection jewels for their first outing on the red carpet at the Cannes Film Festival 2013.
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Actress Virginie Ledoyen became the second star to step out at an awards ceremony in Green Carpet Collection jewels by Chopard at the Venice Film Festival 2013.
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Cate Blanchett's earrings for the Golden Globes 2014 were from the Green Carpet Collection of jewels by Swiss jeweller Chopard - the fruit of a collaboration with Livia Firth's Eco-Age.
