VILED ЭКСКЛЮЗИВ. Chopard зергерлік үйінің тең президенті және креативті директоры Кэролайн Шеуфелемен сұхбат...ч

About collaboration with Bella Hadid, Kazakhstani clients, the “battle” of natural stones and lab-grown diamonds, and the right investments in jewelry

Caroline Scheufele is a real diamond in the crown of the world jewelry industry: sparkling and multifaceted. A rare representative of the incredibly “closed” jewelry business, who is equally recognizable both among her colleagues and at social events. Caroline is exactly that: an energetic socialite with a visionary view of conservative jewelry traditions.

It was she who in 2024 was able to persuade Bella Hadid to return to the fashion industry and become the ambassador of Chopard. In this position, the supermodel replaced the legendary Julia Roberts. A new era in the world of jewelry begins right now! Viled, a company that has been collaborating with Chopard for many years, took advantage of its position we personally spoke with Caroline Scheufele about the present and future of the jewelry industry, as well as her ties with Kazakhstan.

In 2024, Chopard has chosen Bella Hadid as its ambassador. Why her? How will her new role affect the brand's strategy? Will Bella make her debut as a jewelry designer?

I am very proud of our new collaboration with Bella Hadid. Yes, she has joined the Chopard family as a global ambassador and now represents all our collections. She is also the face of the new Ice Cube “Sculpted by Light” campaign and will personally participate in major events of the House. Bella, a famous supermodel, fashion icon and successful businesswoman of international renown. She has been collaborating with Chopard for the past three years. But today we are delighted to embark on a new journey together. She embodies beauty, elegance and strength – qualities that perfectly reflect the femininity of the Chopard brand. It is important for us to have an ambassador who truly understands and embodies the core values ​​of Chopard, and this is exactly what we have found in Bella Hadid. There is something special about her, a genuine spark.

Let's talk about Kazakhstan. Why is it an important point on the map for you? Do you have any personal history connected to our country?

Kazakhstan is an amazing country that has always played an important role in the history of our House. We have a very close and valuable partnership with Viled Group and over the years we have developed strong connections with our clients in the region. Personally, I always look forward to our high jewellery events; not only are they always a great success, but I have had the opportunity to meet wonderful local clients. Some of them have even become my friends.

What are the results of 2024 for Chopard? Do you have any important plans for 2025 that you would like to share with us?

2024 was a year full of new projects and unforgettable events around the world.
The main thing, of course, was that we presented Bella Hadid as the new ambassador of our house and our new campaign “Sculpted by light” dedicated to the Ice Cube collection. During the Cannes Film Festival, we also presented our new High Jewellery Collection - Red Carpet Collection, the theme of which this year was fairy tales.
We have made significant progress in our “Journey to Responsible Luxury”, a program that began in 2013 and has become an important part of the Chopard DNA. We are a “joie de vivre” House and will continue to bring joy to our customers with our creations.
An important role in this is played not only by the creative execution and beauty of our jewelry, but also by the confidence in how exactly the precious materials were obtained. In addition, it is the trust in our craftsmen and their virtuoso craft. 2025 promises to be an extraordinary year for Chopard! But I love surprises, so stay tuned.

What is more important in jewelry, design or stone?

One of my design priorities is creative freedom. I truly believe that the boldest ideas and images need to be realized, it is important to experiment with unexpected color combinations and shapes. The hallmark of my creative process is the use of the color of exceptional gemstones - they provide an endless variety of shades in my palette.
Sometimes the design plays a key role, and the stones are selected accordingly. But sometimes I come across a stone that is simply irresistible, and then the design is built around it.
As a creative director, I have complete freedom when it comes to choosing themes for the design. This means that we do not have to follow a rigid strategy. This is the beauty of an independent family house.

Lab-grown stones. What is the brand's position on this issue?

In Chopard jewellery, we use only natural gemstones. My love for gemstones goes back to my childhood, when I would visit my mother’s “stone room”. There, she would select the most beautiful and rare specimens, and this process fascinated me. When I first see a stone, I feel its history. It takes millions, sometimes billions of years for a diamond to rise from the depths of the earth. I see its origins – for example, a rough diamond from the Kalahari Desert or a 6,000-carat emerald from Zambia. Each stone has an individuality and a unique beauty that cannot be reproduced. That is why I would never trade them for lab-grown stones.

Chopard has long been committed to sustainable development. What does “ethical gold” mean?

As a family business, we have always strived to operate with respect for people and the environment – ​​two aspects that are inextricably linked. It all began in the 1960s, when my parents founded their own gold foundry, allowing us to melt down and reuse our gold. At the time, this was rare.
In 2013, we announced our commitment to sustainable luxury, an initiative aimed at ensuring more responsible sourcing at all stages of the production chain. In 2018, we made a major announcement: all Chopard watches and jewellery are made exclusively from ethically sourced gold. This was a huge step for the entire industry, and I am proud of this achievement.
In 2023, Chopard became the first Maison to launch watches made from 80% recycled steel, an innovative approach that has significantly reduced our carbon footprint.
We continue to look for new ways to make a positive impact on the world, and we are well aware that this also has great significance for our customers.

Which category of jewelry is still attractive for investment?

I am confident that designer jewellery and high-quality watches will always be appreciated and will be a great investment. The art of rare craftsmanship is available only to a small number of traditional Maisons, and it is this that guarantees impeccable quality and deserves trust. We are not only well aware of the importance of preserving unique workshops and supporting talented artisans, but also sincerely proud of it. Rare craftsmanship is at the heart of the finest jewellery and watchmaking, and this is confirmed both in our jewellery workshop in Geneva and in our manufacture in Fleurier.

How about e-com and selling jewelry through online platforms? Is it possible to transmit precious magic through the screen?

E-com is a great way to interact with our customers in a digital format. We use the most modern technologies and work with talented website designers who help to virtually present our House, its history and collections.
However, our main goal is to personally welcome customers to our boutiques. This allows them to feel the unique "Chopard atmosphere", enjoy a warm, elegant atmosphere and receive personal recommendations.

Could you highlight one very special piece of jewellery from your own collection?

This is a really tough question… There are pieces of jewelry that I love for their ability to evoke wonderful memories. For example, the Happy Clown pendant is the first piece of jewelry I designed myself. There are pieces of high jewelry that amaze me with their exceptional stones and craftsmanship. And then there are pieces that become your “second skin” and are perfect for everyday wear. For example, I love wearing Happy Hearts on my wrist. I also really like the Alpine Eagle watch – versatile, chic and elegant. So for me, it’s just impossible to choose just one.