Prepare to be inspired by Caroline Scheufele, the dynamic President of Chopard, a luxury brand that embodies the perfect fusion of artistry and ethical craftsmanship. In this exclusive interview, Caroline reveals her fascinating journey within the world of high jewellery and watchmaking, offering insights into her innovative vision for the brand and the values that drive her. Discover how she balances the demands of a global luxury empire with her personal passions, and learn about her commitment to sustainability that is reshaping the industry. Join us as we delve into the mind of a true pioneer who is redefining what luxury means today.
HelloMonaco: How do you maintain a balance between your personal life and the demands of running a luxury brand?
Caroline Scheufele: I feel incredibly fortunate to do the work I love: my fascination with gemstones and passion for design make every day a rewarding experience for which I am truly grateful.
I am a dynamic person who thrives on discovering new things and being fuelled by fresh experiences, which sometimes makes it difficult to draw a clear line between work and personal life—everything feels interconnected!
However, my friends and family are truly pillars of my life and among the most important things to me. I was raised with strong family values, and returning to the simple joys of life, like spending time at home surrounded by loved ones (including my cherished pets), helps me find balance between my busy personal and professional lives.
HM: Can you share a personal experience or moment that significantly influenced your approach to leadership?
CS: Chopard is an independent, family-owned and run Maison. Today I share the leadership with my brother Karl-Friedrich who is responsible for our watchmaking Manufacture and activity. Before that, our parents led the Maison and passed down to us the belief that leadership is never about one or two people. For a company to be successful you have to build a team and then nurture that team and the people you work with. We have so many talented artisans working for us, this is priceless and my brother and I are well aware that it’s all about sharing ideas and values.
HM: Outside of the jewellery industry, what are some of your other passions that inspire your creativity?
CS: I love art under all its forms and periods, it is essential for me for inspiration so I do spend as much time as I can visiting exhibitions around the world. I always take a small sketch book to jot down new ideas… Also, my love of Nature draws me to botanical parks, so when I am travelling for work, you will no doubt find me researching ideas while in a museum or famous garden!
HM: What values from your upbringing do you believe have shaped your identity and your work at Chopard?
CS: As I mentioned, having observed from a young age the dedication and hard work of our parents—the way they knew all those who were part of the Maison and how much they valued transparency and honesty—laid the foundation of our set of values. This paved the way for our “Journey to Sustainable Luxury”, a long-term endeavour that we have started back in 2013 that reflects the Chopard ethic.
HM: Chopard is known for its commitment to sustainability. What inspired you to prioritize ethical practices within the luxury sector?
CS: As a family business, we have always strived to work in a way that is respectful of human beings and the environment—of course the two are entwined. This began when my parents took over the business in the 60s, as they acquired an in-house gold foundry allowing us to melt down and re-use our gold—which was very rare at the time. In 2013 we unveiled our Journey to Sustainable Luxury, a multi-year commitment to ensuring more responsible sourcing throughout our supply chain. The first major announcement was made in 2018, which was the use of 100 % ethical gold in the production of all watches and jewellery—a huge step forward in the industry at the time and something I am very proud of. In 2023, Chopard became the first Maison to roll out 80% recycled steel for its watches, significantly reducing our carbon footprint. We are always looking at ways to make a positive impact on the world and we know our clients care deeply about this as well.
HM: How do you balance the rich heritage of Chopard with the need for modern innovation in your designs?
CS: My design philosophy focuses on creative freedom—to me there is an open door to endless possibilities. I want to do things that haven’t been done before and to push the limits. A staple in my creative process is the use of colour through exceptional gemstones—they provide the infinite pigments on my painter’s palette and can achieve anything! Sometimes the design leads the way, and the stones are selected to match it, sometimes I “meet” a stone I cannot refuse and create around it.
HM: What do you see as the biggest challenges facing the luxury industry today, and how is Chopard addressing them?
CS: The greatest challenge for the luxury sector today lies in shifting perceptions within a changing society. The traditional definition of luxury is evolving, particularly with the younger generation. I believe they increasingly value the uniqueness that comes from knowing the story behind a piece, the responsible sourcing of materials, and understanding how and where those materials are crafted. These factors are becoming significant and truly stand out in today’s luxury market.
HM: What is your vision for the future of Chopard over the next decade, especially in terms of brand evolution?
CS: We are a “joie de vivre” Maison and will continue to spark happiness with our creations: this can be achieved through creativity and imagination, through the beauty of our precious materials and the serenity of knowing how they are sourced, and the trust in our artisans and their virtuoso skills.
HM: Can you elaborate on the significance of craftsmanship in your collections, and how you ensure that tradition is preserved?
CS: Superior craftsmanship ensures quality and trust, and we are well aware at Chopard of the importance of sustaining our incredible in-house workshops and artisans. Unique savoir-faire is a signature of High Jewellery and high Watchmaking—we ensure both with our jewellery workshop in Geneva and our Manufacture in Fleurier.
HM: Chopard has collaborated with various artists and personalities. What do you look for in a collaborator to ensure a successful partnership?
CS: I am very proud of our new collaboration with Bella Hadid, she is joining the Chopard family as the Global Ambassador for our corporate campaign, representing all our collections. Additionally, she is the face of our new Ice Cube campaign, ‘Sculpted by Light,’ and will be personally involved in the Maison’s activities. 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.
What matters to us is having an ambassador who truly understands and embodies the core values of Chopard, and that is exactly what we found in Bella Hadid. There is something special about her, a genuine spark.
My design philosophy focuses on creative freedom—to me there is an open door to endless possibilities.
