We speak to Caroline Scheufle, co-president of Chopard on the art of storytelling through jewellery
In her early 20s, Caroline Scheufele was inspired by the dancing diamond concept to create whimsical clown pendants adorned with diamonds—marking Chopard’s inaugural step into fine jewellery in the early 1980s.
Today, as co-president and artistic director of the Swiss luxury watch and jewellery maison, her designs regularly shine on the red carpet at the Cannes Film Festival—an event Chopard has proudly sponsored since 1998. The Red Carpet Collection has become the most anticipated highlight of the maison’s jewellery calendar.
Inspired by fairy tales, journeys to exotic locations, and visits to museums, Scheufele’s limitless creativity constantly sparks new collections. This is her story—how her journey as a gemmologist began and the visionary future she envisions.
Can you recall the first jewellery collection you did?
As in all beautiful stories, my creative journey began like this: As a child with a cheerful nature, I loved going to the circus. Apart from acrobatics, my favourite act was the clowns. While I was sketching one day, a little clown spontaneously appeared at the end of my pencil. I drew him with moving legs and diamonds that danced like juggling balls in his belly. My father saw the little articulated silhouette and surprised me by having it made as a Christmas present.
I thought it would be a one-off, but my playful piece was about to become a collection, my very first collection. And already the tone was set. However, it was my mother who came up with the name Happy Diamonds. When she saw the first prototype, she said: ‘These diamonds are happier when they are free’.
Describe your design philosophy and what influences your creative process.
My design philosophy is rooted in emotion, energy and craftsmanship. There is always a part of me in each of my creations. I am a great believer in sharing. In my designs, I reveal what makes my heart beat: nature, animals, architecture, travel. My creations are an open book on what I love and what I experience.
Your collections showcase an evolution in design—from Happy Diamonds to pieces like the Ice Cube. Do you see this shaping the brand’s identity over time?
I see it as a natural evolution. I like things to be in motion, I think that’s well known. When I designed the Happy Diamonds, it was about bringing a burst of joy to fine jewellery. At the time, we were in a highly codified, fairly strict field. The idea of making diamonds dance was in itself a mini revolution which opened a new path.
On the other hand, the Ice Cube collection reflects a more architectural and contemporary spirit. It showcases Chopard’s know-how in working with ethical gold and requires a lot of craftsmanship. Together they shape our identity as a Maison that’s always evolving. Chopard has a way of connecting with people and the world that is very unique.
What’s the story behind your most memorable or favourite collection?
This is truly a difficult question because I give a lot of my personality and what drives me in my creations. Making a choice is somehow heartbreaking. But if I had to choose, the Red Carpet Collection is certainly one of the most memorable.
Year after year, I live a waking dream by creating High Jewellery pieces that celebrate the glamour of cinema and our partnership with the Cannes Film Festival. This collection pushes the limits of creativity to new heights and showcases the extraordinary talent of our artisans. For me, it’s not just about jewellery—it’s about telling stories on the Red Carpet, through pieces that become part of cinematic history.
How do you incorporate sustainability and ethical practices into your designs?
Sustainability is not a trend. It is a responsibility that my family has long taken very seriously. It is an integral part of my creative process. I’ve always paid special attention to the materials and gems that go into my work. At Chopard, we’ve been working for years to source materials ethically. Since 2018, we’ve used 100 per cent ethical gold in all our jewellery and watches.
Responsible sourcing of all materials is a crusade that I initiated and that continues today. But our Maison is also attuned to the social and environmental challenges facing the luxury watch and jewellery industry all in all. This is reflected in a number of strong commitments and partnerships, for example with the Swiss Better Gold, one of the most environmentally conscious gold mining operations in the world. We aim to minimise the environmental impact of the facilities we own. Any action is meaningful.
Where do you see the future of jewellery design heading?
The future of jewellery design is exciting, especially as technology and creativity continue to intertwine. I believe we’ll see more innovation in materials and craftsmanship, new ways to work with sustainable and ethical resources, but also advances in techniques like 3D printing that allows for even more intricate and personalised designs.
Trends will continue to celebrate self-expression, with jewellery becoming a true extension of one’s personality. At the same time, the emotional connection and the story behind each piece will remain just as important as ever. For me, the future is about balancing technology with timeless artistry.
