Chopard’s Artistic Director Caroline Scheufele speaks to Torri Mundell about the Swiss company’s new Magical Setting range, aimed at creating a whisper-light collection of jewellery to be worn anywhere, anytime

When Chopard’s artistic director and co-president, Caroline Scheufele, developed an innovative technique to render the setting of gemstones nearly invisible, magnifying their light and lustre, she knew she wanted to apply the technique to everyday pieces as well as show-stopping designs. “I imagined this collection for a chic day-look and easy-to-wear style,” she says. “Chopard pieces are works of art that come to life when they are worn; I want women to feel as free as the light of the diamonds, and to be able to wear their jewellery with an evening dress as well as with a pair of denim jeans!”

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The custom of saving something for best may have fallen out of favour and after several months of lockdown and the tedium of staycations and leisurewear, it holds even less appeal. Created around traditional clusters of diamonds, rubies, sapphires and emeralds with a modern, ‘barely there’ setting, Magical Setting necklaces, bracelets, earrings and rings add a dash of sparkle to the most ordinary of days.

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Scheufele knows that versatile design is the key to conceiving fine jewellery that can be worn every day. She even designed pieces such as earrings that convert from “long earrings for special occasions” to “stud-like cluster earrings for a more day-to-day basis”. She also advises her clients to follow their instincts when it comes to choosing jewellery that will stand the test of time. “Some women are ‘emerald people’ while others are ‘exclusively diamonds’,” she says. “When I am with a client buying a piece, I want to make sure the jewellery she is buying is true to her, that she can see herself wearing it tomorrow, as well as in 10 years, for any kind of occasion.”

View the collection: chopard.com

This article originally appeared in the Autumn/Winter 2020/2021 Issue. 

Caroline Scheufele is co-president of Chopard, the Swiss jeweller and watchmaker that has been run by her family for more than 150 years. As head of the women’s collections and fine-jewellery range, she has made the Cannes Film Festival a dazzling stage for the brand’s showbiz ambassadors to display a new range of bespoke creations every year. Her time running the company has seen the rise of the Chinese market and the emergence of social media. LUX Editor in-Chief Darius Sanai visits her at Chopard’s Geneva HQ to discuss doing business in Beijing, how to keep innovating and how the best ideas come in the rain

LUX: We just looked at the atelier where you create your individual pieces, and what struck me was the creativity and ‘anything goes’ style of these one-offs. Is Chopard becoming more creative or has it always been like this?
Caroline Scheufele: I think Chopard has always been known for being one of the most creative in the watch and jewellery market. But over the years there has been a big evolution – especially over the past 10 years when I started to introduce the Red Carpet collection that we release annually in Cannes. We started with the 60th anniversary, so crazily enough I said we will make 60 special pieces, and every year we add one, so we are now up to 71.

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It’s a big challenge for the workshop. Over the past 10 years there was a big evolution and maybe even revolution within high jewellery because we started to work a lot with titanium and even now ceramic and aluminium, and you get a completely different finishing look than if you only work with gold. Personally, I love to wear big earrings and that’s why we started a lot with titanium because normally big earrings are very heavy because of the gold, and the worst thing is when you sit at a dinner and you see a woman taking off her earrings on the table because they hurt.

That’s also the practical side of it, if you use titanium – like on the big orchids in this year’s collection – they are like feathers. And now we can colour the titanium, which we can’t do with gold. When we started my father said, ‘What are you doing?’ I said, ‘It’s not written anywhere that diamonds have to be set in gold.’ It’s just historically always been done like that.

LUX: You were inspired by your recent travels?
Caroline Scheufele: Yes, I travel a lot. I just came back from two weeks in China which is always very inspiring. And there are a lot of things you can pick up in ancient architecture or colours or music. But there is not a given moment when you say, ‘OK, today I’m going to sit down and be creative.’ It doesn’t happen like that. But it often happens when I travel which is good because I always come home with ideas and you always need new ideas. I love architecture. I think if I would not have been doing what I do with the family I probably would have gone into architecture.

LUX: When you are travelling, do you have to force yourself to go out of the usual itinerary to get to the inspirations?
Caroline Scheufele: I fight with my team because this time, for example, I was two days in Xi’an, an old capital of China where they had the first Emperor, and very close to the Terracotta Warriors. I said, “No matter what, I am going there. Please put these two hours into my programme.” And like always my team say, “Ah no, no but you have to do this…”. I mean, I was in China five times last year and I still haven’t seen the Great Wall.

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LUX: For the Cannes unique pieces is it really carte blanche? You create whatever you want and clients will buy them?
Caroline Scheufele: It’s pretty much carte blanche. We do have a theme, but otherwise anything goes.

LUX: Do you worry they won’t get sold?
Caroline Scheufele: No… we have a very nice group of clients who are very attached to the brand and they get to see them pre-Cannes. And then we may have other customers who want the pieces but we only make one of each.

LUX: China has gone from zero to biggest market in the world in the past 15 years. How have you established yourselves as the brand with the power that you have over there? Because they didn’t know Chopard previously.
Caroline Scheufele: We started with some agents and now we run China ourselves, we have our own office in Shanghai and another in Beijing and a big one in Hong Kong. First it was more about watches but now the Chinese have discovered branded jewellery. We have our Chinese ambassadresses and when they wear something, the next day it can be sold out. They are very celebrity-driven so it’s a lot about social media. China is also so big. When you go to a city like Beijing, it’s 22 million people, almost three times Switzerland. The dimensions are so different. Last time I met a very nice successful lady, who runs a family business, but they have 320,000 employees – that’s the whole city of Geneva!

LUX: You have to visit China in person, right?
Caroline Scheufele: Yes, they appreciate meeting the family. They like the personal interaction. We had an exhibition at a luxury fair in Hainan, and we printed a book in Chinese. I gave it to a lady and the next morning she knew everything in the book, she had read the whole thing, which probably wouldn’t happen in America.

LUX: Is the perception of luxury changing in China?
Caroline Scheufele: Certain brands were very popular in the beginning when China opened up, and now certain people in the Chinese elite are going for smaller brands because it’s more chic or less widely seen. I met a very interesting professor from Beijing University who was giving some background on China, about how things change quickly. Within the past three years, 100 million people moved from poverty into the middle class but in the next six years it will be 300 million more. They set themselves goals and visions and they really do them.

LUX: Are consumers around the world less loyal to brands and is that a problem?
Caroline Scheufele: It’s not a problem, it’s an opportunity. It’s also stimulating for us to be more innovative and more creative. And fast.

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LUX: Is speed an advantage because you’re a family company?
Caroline Scheufele: It’s an advantage because if something is urgent we can make things quickly because everything is in-house. Also we can stop something and say, ‘Now we make this engagement ring because their engagement is the day after tomorrow.’ Which in other companies is more complex. They have [to get] 10 people’s signatures before they even start the design, and we’ve already made the piece.

LUX: Have tastes changed around the world in the past few years?
Caroline Scheufele: Yes, jewellery has become more democratic in a way, how women wear it. So, mixing colours, mixing shades of gold. With a beautiful diamond ring you can also wear it with jeans, you don’t need to have only the long dress to go with it. So I think yes, it has changed.

LUX: I might have this completely wrong as an outsider, but it seems to me that jewellery used to be made by men and bought by men for women, and you’re a woman and your customers are women.
Caroline Scheufele: Women and men. Both. I sometimes call men and say, ‘Your wife’s birthday is coming up, I hope you didn’t forget it!’ But yes, previously jewellery was always something that you expected to be given as a present. Whereas certain women spend easily, they go shopping for designer clothes and they spend $10,000, $20,000 without a problem, but to buy yourself a beautiful diamond ring was not so much on the menu. I think now a lot of women are independent, they make their own money, they also buy their own jewellery, they might still be married but they sometimes go, ‘Ah, this is new?’ ‘Yes, I just bought it for myself.’ The behaviour of buying has changed, also with the advent of e-commerce.

LUX: Is that going to become more and more important?
Caroline Scheufele: We have to work with both. I still like magazines, I’m not somebody who can read a book on iPhone. I still like the touch of paper, but maybe I’m not this very young generation… I still think there is a difference. A lot of people get information first online and then they go to the destination, physical shopping. So, the digital side is important. How you present your company. I think there will always be stores. But the stores today have to be much more of a lifestyle experience. The people who sell have to be better. It’s not good when the client knows more about diamonds than the salesperson.

LUX: Do clients care about your decision this year to only use Fairmined products?
Caroline Scheufele: I think it definitely appeals a lot to the younger generation because they are much more alert, today, about the planet, about sustainability and responsibility. The other day I had lunch with a friend and the son came in. We were talking about tennis shoes and he said, “Mummy no, no, no, you cannot buy this brand. It’s not good because they use kids.” And the mother said, “Ah.” The little one is six years old. So there is much more information and I think we all have to take care of the planet, we cannot just wait for the next generation to clean up.

LUX: You met the miner who mined the diamond you bought from Botswana, the Kalahari Diamond. Is the female empowerment element important for you?
Caroline Scheufele: It is important. And what was the beauty of the Kalahari is that a woman found it and it was on a Sunday. For me this was a unique experience, because I really followed everything from A to Z – from the mine to the cutting to the design. And then obviously we presented, we made the presentation in Paris and we invited the lady who found the stone to the presentation. And she had never been out of the village, so they had to get passports and visas, and she came with her son and then they went to Versailles. They were there one week, and in Versailles the son said, “Is this ice?” because it was the first time he had seen snow. So that, it was nice, it was actually nice.

LUX: Do you get inspiration for your next ideas in unlikely places?
Caroline Scheufele: Yes, I do. Once, we had rented a boat and we were very unlucky because it basically rained for the whole week, so what do you do? You watch movies, you read, you go and eat, you read more, you listen to music. And I was looking around, thinking, ‘How important the sun is!’ And your mood is down, and that’s when I had the idea of doing the Happy Sun collection. I designed it in the rain.

View Chopard’s collections at: chopard.com

As artistic director and co-president of Chopard, Caroline Scheufele sees it as her duty not only to keep the famed jewellery house’s A-list clientele happy, but also to have a vision of the consumer of the future. She tells LUX why provenance will be everything

The ultimate luxury is when you really know how your product was produced. I met Livia Firth (Colin Firth’s wife) in Los Angeles, where she was representing Eco-Age, and she asked me, ‘Where do you get your gold from?’ I said, ‘from the bank’, but the minute I answered, I knew what she was really getting at and I admitted that we don’t really know where the banks get the gold from. It is obviously from mines, but the set-up is not at all transparent or regulated, and it made me think.

We started working with the Alliance for Responsible Mining (ARM), who certified the first mine in Colombia as fair-mined – not fair trade, there’s a big difference. From A to Z the process is transparent; there are no kids working; the workers have a fixed salary; they have insurance. The mine is secure, and although they are still using mercury, they are doing so in very small volumes, always following the guidance set out in the fair-mined standard, which ensures that they’re not putting it in rivers or the earth when separating the gold from the stones, which is the most important issue. As a result, the village where the mine is located is clean for people to live in. It’s a really beautiful project. Recently, a second mine has been certified in Bolivia and there will be another one in Colombia, so things are moving forward. For three years now Chopard has been engaged in what we call ‘the journey’ to reaching our ultimate aim of using only fair-mined gold, but it’s not something you can accomplish in one day.

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Clients like the story behind the gold. The first piece that we were able to produce was a cuff worn by Marion Cotillard on the red carpet in Cannes, and immediately it was a tremendous success with the media and clients. We sold it the next day. Of course, it is also a beautiful design – that has to come with it. We then made additional pieces, one of which was worn by Cate Blanchett when she won the Golden Globe for Blue Jasmine in 2014, and my brother has recently unveiled the first fair-mined gold mechanical watches. The whole company is behind the project and has to be because we cannot mix fair-mined gold with the other gold – I like to say it goes through the company like a VIP customer.

The younger generation, in particular, seems to be more sensitive to where their products come from. It’s the same as food – when you buy a piece of beef you want to know that it’s really a piece of beef and nothing else. You want to know the whole story. This is a huge problem in fashion, of course, because workers are dying just so that a T-shirt costs five cents less. Fortunately, being more alert and aware of the planet, nature and saving energy seems to be on trend now – or, as we say in French, du temps.

Jewellery in general has become more democratic in the way you wear it and the way you mix colours and stones. Even men are wearing more jewellery now. The influence of social media definitely has a part to play in this – fashion bloggers and faster ways to communicate make it more of a movement. We’ve brought a lot of colour, for example, into the boutique collections like Happy Hearts, and there are lots of different shades and semi-precious stones set together. I think a lot of women like to have something colourful and light. It is so much more liberated than it used to be.

That said, at the highest price level I think people are still looking for something purer. The diamond will always be at the core. The high-end jewellery market is less affected by social media trends in that way. It is more intimate, people want to go into the store and see the quality. Whereas at the lower level, lots of pieces are now getting sold through online boutiques. For real luxury, people still like to get a physical feeling of the brand and be consulted, but when you’re living in a city where you don’t have a boutique and you want to buy a present, for example, that’s when online shopping becomes really useful and practical. Take China: the cities are so huge and there’s so much traffic that online boutiques save a lot of time. Also, people often go to the internet to get information first, visiting different websites of different luxury brands before they choose where they really want to go in person. We’ve got an online boutique in the US now and have just started one in the UK.

We are moving forward as fast as we can. My aim is ultimately to produce all the high jewellery pieces with fair-mined gold, and my brother wants to do the same with all the Luke Chopard watches. The ultimate goal would be for everything to be fair-mined gold.

chopard.com