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Caroline Scheufele, co-president and artistic director of Chopard, talks new Sculpted by Light campaign.
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Chopard first released its Ice Cube collection more than two decades ago.
Since then, the assemblage of geometric designs has become a bestseller for the Swiss watch and jewelry house.
“Since 1999, the Ice Cube collection has reflected the strong values of Chopard with an effortless elegance, craftsmanship, joie de vivre and a pioneering approach to sustainability,” says Caroline Scheufele, co-president and artistic director of Chopard, which operates boutiques in Toronto and Vancouver.
The latest chapter of the Ice Cube collection, available this month, sees a new famous face featuring the light-reflecting pieces — supermodel Bella Hadid, who is the new global ambassador for the brand.
We caught up with Scheufele to learn more:
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Q: How would you describe the Ice Cube collection?
A: The design of the collection offers a contemporary vision of jewelry through pure lines and minimalist, almost architectural shapes. Each piece is effortlessly edgy with a modern approach that is androgynous and timeless.
Q: What’s new in the latest collection?
A: We’ve reimagined the iconic design of the Ice Cube collection through an Haute Joaillerie capsule that includes a choker and bracelet. Both pieces blend the iconic cube shape with the brilliance of diamonds and exemplify the craftsmanship of our artisans, who are the heart of the Maison.
I’m endlessly inspired by our workshops in Geneva, and these pieces are no exception. Our artisans have created pieces where the cubes, each shaped individually, vary in height, reflecting light and evoking urban and architectural inspiration.
Q: Is there a standout piece among the creations?
A: Each Haute Joaillerie piece is a challenge to create. All are one-of-a kind and require hours of work thanks to the unique know-how, talent and dedication of our artisans working in our High Jewellery workshops in Geneva. Both are exceptional, the two pieces in the Haute Joaillerie Ice Cube capsule are a combination of skill sets in our workshop, pushing the boundaries of innovation and creativity. The cubes that make up the choker weave an unprecedented flexible mesh that follows the body’s movement, giving the jewelry a sensual character and reflects light in a spectacular and sculpted way.
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Q: The collection plays an important role in the sustainability initiatives of Chopard. What more can you share about that?
A: As a family run business, we have always put ethics at the heart of Chopard’s values. In 2013, we launched our in-house multi year program, The Journey to Sustainable Luxury, committed to responsible sourcing and helping the people in the supply chain who are too often overlooked. We’ve had many milestones along the way, which I am very proud of, including Chopard becoming the first watch and jewelry Maison to commit to using 100 per cent ethical gold for the production of all our watch and jewelry pieces in 2018. This collection reflects our commitment to sustainable practices with each piece crafted from ethical 18-karat gold.
Q: Lastly, Bella Hadid is the face of the campaign. What made her a perfect fit for the company?
A: Bella is joining the Chopard family as the global ambassador for our corporate campaign, representing all our collections. Additionally, she will be the face of our new Ice Cube campaign, Sculpted by Light, and will be personally involved in Maison’s activities.
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Bella, a renowned supermodel, fashion icon and successful entrepreneur with global appeal, has been collaborating with Chopard for the past three years. Today, we are thrilled to embark on a new journey together. Bella embodies beauty, elegance and strength — qualities that perfectly reflect the Chopard woman.
Aharris@postmedia.com
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