© Gaelle Tavernier
7th May 2013
Some of the gold worn at the Cannes Film Festival will shine extra bright when the Red Carpet is rolled out today. Using sustainably sourced gold from FAIRMINED certified mines, the luxury brand Chopard has created a diamond bracelet and earrings which will be worn by Livia Firth, Eco-Age creative director and founder of the Green Carpet Challenge (GCC).
The jewelry pieces symbolize a journey that the Alliance for Responsible Mining (ARM) and Chopard have embarked on together to transform the future of responsible miners in South America. During this journey, Chopard will directly support two mining communities in Colombia and Ecuador on their way to formalization and to FAIRMINED certification through ARMs Producer Support Fund.
The Alliance for Responsible Mining (ARM) is the organization behind the FAIRMINED gold certification system that sets high requirements for labor conditions, social development and environmental protection in mining communities and is developed in close collaboration with miners, local partners and actors of the supply chain. When choosing FAIRMINED gold consumers and brands are protecting the environment in mining communities and empowering responsible miners that aside from bettering their conditions receive a premium they democratically invest in development projects in the community.
“In ARM we are excited about Chopard’s commitment to support responsible artisanal miners through our FAIRMINED model. To us, it really shows how more actors in the mining sector and the supply-chain are coming together to make a difference in impoverished Artisanal and Small-scale Mining communities.” Said Lina Villa-Córdoba, Executive Director in the Alliance for Responsible Mining (ARM).
For Chopard the jewelry pieces presented in Cannes mark the beginning of their journey to sustainable luxury. “As a century old, family-run business, we are very aware of our responsibilities. One of the first steps is our partnership with ARM, which will support the families and communities of artisanal miners in South America.” Said Caroline Scheufele, Co-President and artistic director of Chopard.