The Joaillerie Series: Conversations on Craft with Caroline Scheufele

July 5, 2021

Your earliest memory of something craft-related?   

I started drawing and designing jewellery very early. My first crafted design was a clown pendant that my father had made by our workshop as a surprise Christmas present. This was the beginning of the Chopard jewellery creations.  

How would you define craft today?   

At Chopard, it is a mix of tradition and excellence.

The most challenging aspect of craft production today?    

Staying transparent about sourcing and production methods in a globalised world.  

The most rewarding aspect of craft production today?   

Taking big steps such as creating our long-term “Journey to Sustainable Luxury” in 2013 — and making progress every year. For example in 2018, Chopard achieved its goal of using 100% ethically sourced gold for all of its activity.   

Your message to people on the importance of craft?  

 Craft is at the heart of the jewellery and watchmaking industry, and artisans deserve to be highly respected and valued for their expert contribution.  

Your love of craft in one sentence?  

 A part of our family DNA.  

Your prediction for the future of craft?   

The future of craft must be challenging if we want it to be sustainable and fair. Today, we have to ensure the transmission of our traditional crafts for tomorrow.

Your wish for the future?   

Our Chopard motto is “Stay Happy” — and something I wish for everyone.  

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