Taking ‘Chopard loves London’ as its theme, the prestigious jewelry house hosted the official reopening of its Mayfair store this week, welcoming guests to a celebratory ribbon-cutting event. And not only did the occasion see the launch of a new English-influenced Haute Joaillerie collection, but the new flagship, the brand’s largest in Europe, reaffirmed Chopard’s commitment to sustainability.
Company co-presidents Caroline and Karl-Friedrich Scheufele presided over the event, and were joined by guests including Livia and Colin Firth, Marion Cotillard, Julianne Moore, Alexa Chung, Arizona Muse and Petra Nemcova, who arrived via a fleet of customized all-electric London cabs. And rather than being welcomed onto a traditional red carpet, they were greeted by a blue environmentally–friendly version, made from waste taken from oceans and landfills, which will be showcased in Chopard’s boutiques in Rome, Milan, and Florence before being recycled.
Favoring local sourcing and sustainable materials, the boutique’s new entrance has been crafted from Portland stone, which is quarried on the Isle of Portland in Dorset. Inside the store, which with its plush lounges, fireplaces and deep sofas has been designed to resemble an elegant family home, the parquet flooring has been acquired from existing buildings and then restored, furniture has been designed from FSC-certified wood, and the ceiling lights feature low-energy LEDs.
The extensive renovation echos the brand’s ‘Journey to Sustainable Luxury’, launched in 2012 and which commits the company to sourcing responsibly throughout its supply chain. As a result of this commitment, Chopard became the first luxury jeweler to create a 100% ethical gold supply chain in 2018, and just last month announced its commitment to expand its sustainable mission further to include luxury accessories, which will start with the launch of a responsibly-sourced leather evening bag.