Creative freedom is a rare luxury in the world of high jewellery, but for Caroline Scheufele, it has always been the foundation of her work. As Co-President and Artistic Director of Chopard, Scheufele has spent decades redefining the intersections of fine jewellery, red-carpet glamour, and ethical innovation.
In this exclusive conversation with The Time Place Magazine, she shares how her design instincts are shaped by curiosity, cultural exchange, and a deep commitment to sustainability. From launching Chopard’s journey toward ethical gold in 2013, to overseeing the brand’s most iconic high jewellery collections, Scheufele reflects on the evolving role of creativity in a luxury house that remains proudly independent.
As both Co-President and Artistic Director, your days move between design, gemstones, and strategy. Is there ever a typical day for you, and which part of your role do you find most creatively fulfilling?
It’s hard to describe a typical day, because my job involves many diverse aspects and that’s what I love about it. As Co-President of an international luxury Maison there are many strategic decisions to make—this I do in complete collaboration with my brother Karl- Friedrich. As Artistic Director for Jewellery and High Jewellery, I imagine, design and plan the new collections. This is where I have freedom of creativity, and this allows for many exciting surprises to pop up, which is great!
Many of your creations draw inspiration from the animal kingdom, whether through form, symbolism, or spirit. Do you see these pieces, many of which are known for loyalty or wisdom, as modern talismans?
I have always been an animal lover and my collections reflect this fascination for nature and its diversity. Since the beginning of time, animals have carried strong symbolism, such as strength for lions, loyalty for dogs, and wisdom for owls. Translating these meanings into jewellery gives each piece a deeper emotional resonance.
The Insofu Collection follows in the footsteps of 2017’s “Garden of Kalahari,” where a single 342-carat diamond gave rise to one of Chopard’s most iconic high jewellery narratives. What did you take forward, creatively or philosophically, from that experience upon embarking on the Insofu journey?
First of all, we approach each gem with great humility and awe. These exceptional rough stones are miracles of nature and inspire respect. The incredible “Garden of Kalahari” diamond taught us the power of honouring a stone’s natural story. With the Insofu emerald, we followed the same philosophy. This consists of respecting the integrity of the natural gemstone while building a creative narrative around it. Both of these collections reflect our belief that true luxury lies in rarity, craftsmanship and a meaningful journey from mine to masterpiece.
Insofu means “elephant” in Bemba, a name rich in symbolism. Beyond ethical sourcing, did the spirit of the elephant, its memory, its weight, its quiet majesty, influence the emotional or aesthetic direction of the collection?
Yes, the spirit of the elephant deeply influenced the Insofu Collection. As a totem of strength, wisdom, and quiet majesty, it guided both the emotional tone and aesthetics of the pieces. But beyond the symbolism of this giant among all animals, we wanted the collection to be a tribute to the grandeur of nature and Mother Earth.
The elephant pendant serves as the centrepiece of the Insofu Collection, symbolising both prosperity and wisdom. How did you approach translating the majestic presence of this animal into a piece that is not only wearable but also emotionally resonant?
When designing a piece, I carefully consider balance, proportion, and harmony. The challenge here was to capture the elephant’s majesty while maintaining elegance and wearability. We focused on fluid lines and refined detailing to convey both its strength and serenity without overwhelming the piece. The result is a pendant that feels powerful yet intimate. Of course, I designed the elephant’s trunk raised upward for good fortune. There are always many secret intentions in my work!
The Insofu emeralds became 16 bold creations that honour both origin and imagination. Which piece felt most personal to you, either for its symbolism, design challenge, or creative journey?
While each piece carries deep meaning, the elephant pendant holds a special place in my heart. It symbolises qualities I deeply admire: strength, wisdom and protection. My passion for nature and endangered animals is the second reason why I chose the elephant- shaped pendant. This true masterpiece draws strength from the beat of wildlife. It is rich in significance. We wanted to celebrate the elephant and imagined a motif that includes 50 carats of emeralds. The gems are of various cuts and sizes, and the elephant majestically raises his trunk as a gesture of positive energy. So yes, there is meaning but also the wearability of a beautiful, bold piece.
Would you say these single-origin collections represent Chopard’s most personal form of high jewellery storytelling? As Artistic Director, what do they unlock in you that a more conventional collection might not?
Single-origin collections allow us to tell stories that are deeply rooted and authentic. They unlock a level of intimacy and respect for the materials that goes beyond aesthetics. On a personal level, they challenge me. I take it as my responsibility to honour the origins of the gem and to translate its essence into pieces that carry meaning and soul. We reach a certain level of emotion, as well as a lot of thinking, in the sphere of creation.
The spirit of The Great Gatsby, its exuberance, elegance, and emotional undercurrent, is a surprising reference point for a collection born of African earth. How did Fitzgerald’s Joie de Vivre find its way into your creative process?
I like to surprise, and this combination proves it with relevance! Fitzgerald’s celebration of “joie de vivre” is a blend of exuberance and elegance that resonates deeply with the spirit we wanted to capture. Although the collection pays tribute to the African earth, we saw a shared energy: a boldness and grace that transcends time and place. This inspired us to infuse the pieces with a sense of celebration and emotion, wonderfully marrying heritage with timeless sophistication.
Philanthropy isn’t new to luxury, but tying a collection so intimately to a cause—like Elephant Family—feels like a shift in tone. Do you see this merging of storytelling and stewardship becoming a new language for what luxury aspires to mean?
Luxury today is evolving beyond aesthetics to embrace responsibility, strong convictions and commitment. By associating a collection with a cause such as Elephant Family, we create a deeper connection where beauty meets purpose. Exploring creative directions that celebrate craftsmanship and integrate sustainability is the very essence of our Maison. We have been a pioneer in this field and can only be delighted with the direction the luxury goods industry has been taking for several years. There is still much to do, and Chopard is always on the side of action.
