Certified gold

The luxury world is undergoing a revolution under the banner of sustainability, the aim being to deliver the planet to the coming generations in the conditions in which we inherited it or, if possible, even better. The jewellery and fashion worlds are therefore offering themselves as virtuous and inspirational examples to convince people to buy ethically.

Caroline Scheufele, Co-President and Creative Director of Chopard, and Livia Firth, founder of Eco Age, a consultancy company for sustainable projects, are sure of it. On their incentive, since 2013 Chopard has been adhering to the Fairmined project, which certifies that the gold used in its jewellery and watches comes from mines that respect the environment and the workers.

Besides certifying the gold mine by mine, Chopard also initiated the total traceability of coloured stones, an enormous job in one of the least transparent markets ever. Starting from an agreement with Gemfields in Zambia for emeralds, the aim is to involve all the other stones. “If a giant like Chopard starts a revolution, the other big brands will be obliged to listen,” says Livia Firth, who has been fighting the same battle (successfully) in the high fashion sector for years.

In an age of “disposable” fashion that exploits workers and has an enormous and often unknown debt towards the environment, the aim is to convince the Millennials to buy less but better quality. With this mission in mind, the first Green Carpet Fashion Awards were created, devised by Livia Firth and Carlo Capasa. Twelve 'Oscars' produced by Chopard, obviously with certified gold, that celebrate big brands and small companies that have stood out for their ecological and ethical commitment. The change, though not easy, is possible. Indeed, it is necessary