Caroline Scheufele is the Artistic Director and Co-Chair of Chopard, a Swiss watch and jewelry manufacturer based in Switzerland. She is the daughter of Karla and Karin Scheufele, German entrepreneurs who bought the company in 1963. During the 1980s, Caroline Scheufele expanded her business into the jewelry sector.
In 1998, Caroline Scheufele redesigned the “Golden Palm” award for the Cannes Film Festival and made Chopar the official partner of the event. Under her leadership, the brand became one of the first to grow the market for sustainable luxury goods and “ethical gold”.
In 2001, Caroline Scheufele and her brother Karl-Friedrich were appointed co-chairs of the company. Caroline is the Artistic Director, who is in charge of fine jewelry, design and works of art, as well as perfumes and accessories.
She has partnered with charities such as the Elton John AIDS Foundation, The Prince’s Trust, the José Carreras Leukemia Foundation, All Hands And Hearts – Smart Response by Petra Nemcová and many others.
Under the leadership of Caroline Scheufele, Chopard has become one of the first requirements to use raw materials that meet the highest possible social and environmental conditions and supports Fairmined certified gold. In 2010, the brand joined the Responsible Jewelery Council (RJC), which sets out a code of good conduct and promotes responsible practices.
In 2011, Caroline Scheufele met Livia Firth, the wife of actor Colin Firth, who is a guarantee of sustainable development. As the founder of the Green Carpet Challenge, Livia Firth encourages brands to invest in more ethical designs. After meeting them, Caroline created a collection made entirely of ethical gold certified by Fairmined and diamonds from certified members of the Council for Responsible Jewelry. gold is extracted from sustainable mines supported by the Alliance for Responsible Mining. Since 2014, the Golden Palm made of certified ethical gold has been awarded.
Chopard has also taken an ethical and responsible approach in the area of perfumery. The resources are obtained through the Firmenich Naturals Together program, one of the most influential and recognized programs for the sustainable acquisition of premium natural raw materials for perfumery.
The fragrances of the Happy Chopard collection are socially responsible and sustainable and bring us the most positive feelings.