5 Minutes With Caroline Scheufele
Ahead of the launch of Chopard’s L’Heure Du Diamant pop-up boutique in Harrods, we caught up with the Swiss brand’s Co-President and Artistic Director, Caroline Scheufele, to talk fine jewellery, favourite pieces and celebrity fans.
The L’Heure Du Diamant pop-up boutique sees exquisite pieces from Chopard’s latest fine jewellery collection, including the Haute Joaillerie Green Carpet ladies watch, go on display. Hosted on Harrods’ Ground Floor until the end of January 2015, it’s not to be missed.
You share the title of Co-President of Chopard with your brother, what is it like heading up the family business together?
I am very fortunate to work with my family. Sometimes it is a challenge as we are all very different, but we respect each other and are always open to discussion. We enjoy making decisions together and working as a team, this is why we always find a solution even at the most challenging of times.
You also hold the title of Artistic Director, how would you describe your day-to-day working life?
There is no typical day! I travel a lot of the time and this makes every day different. Travelling from country to country I am fortunate to meet lots of different people – and this is where I draw inspiration for designing fine jewellery pieces, along with nature and art. Nevertheless, despite my love for travel, I really enjoy spending time in my hometown in Geneva where time always seems to fly by. I am often between meetings but I always make a point to spend time in the fine jewellery department and the workshops.
You were responsible for introducing jewellery into the Chopard portfolio, has jewellery – rather than watches – always been your passion?
Like every woman I love jewellery, but I consider watches just as important an accessory for a woman to enjoy. It is hard to choose one over the other. Yes, I can admit that jewellery is a real passion of mine, I was born into this world and as a child I spent many hours in the workshops observing the artistry involved in creating a piece from start to finish – this fascinated me from a young age!
Chopard has been the jewellery partner of the Cannes Film Festival for 16 years, what do you enjoy most about the partnership?
I have a real passion for cinema and I love Cannes because it combines glamour and film, two worlds that merge perfectly together. I love the frenzy in Cannes, it seems that so much is happening in this small part of the world during those ten days. It’s a very important rendezvous for so many different industries and a great time to be inspired!
Are there any particular celebrities you like to see wearing Chopard on the red carpet?
We are lucky to have been worn by very talented actresses (Cate Blanchett, Hilary Swank, Jennifer Lawrence, Jane Fonda, Charlize Theron, Penelope Cruz, Dame Helen Mirren to name a few), but we are always fascinated by new talents, this is one of the reasons we created the Trophée Chopard – to award young up-and-coming stars. In the past, Chopard has awarded an array of talent such as Marion Cotillard, Jonathan Rhys Meyers and Diane Kruger.
You’ve recently created a How To Wear Happy Diamonds lookbook with Poppy Delevingne and Garance Doré - what was it about the duo that drew you to them for this project?
We always like to look to the future and to reach out to a dynamic audience. For the Happy Diamonds collection, which is all about playful yet still classic accessories, we thought it would be good to reach out to the world of bloggers - bloggers are the future after all!
What’s your favourite way to wear your Happy Diamonds?
What I love most about the collection is that you can wear it at any time, day or night; this is what makes it so versatile and easy to wear! There is such a range of pieces, from bracelets, to pendants, to rings and earrings and watches, of course, all of which house Chopard’s signature moving diamonds.
If you had to pick one favourite Chopard piece, which would it be?
It is like asking a mum to choose her favourite child, but I would say it's always the latest piece.
Which Chopard pieces are a part of your everyday repertoire?
I love wearing sautoirs (long necklaces), they are easy to wear with any outfit. And of course I always wear a watch!
How would you describe your personal style? Do you have go-to designers?
You can never go wrong with Elie Saab! I also like Dolce & Gabbana and Azzedine Alaïa.