About Caroline Scheufele

Caroline Scheufele devotes a great part of her energy and passion to creative design. In 1985, she produced the first line of jewelry, Happy Diamonds, for Chopard, which up until then had exclusively been a watchmaker. Later on, she brought Chopard into the world of Haute Joaillerie, by creating collections such as Red Carpet and Animal World. She has contributed to the international exposure of the brand by connecting its image with cinema and iconic events such as the Cannes International Film Festival, of which Chopard has been the official partner since 1998. Thanks to bold and constant determination, Scheufele has succeeded in propelling the 150-year-old company to the forefront of the Haute Joaillerie arena and the world’s most glamorous red carpet events.

In addition to her insatiable creativity, Scheufele is also a devoted philanthropist. For many years, Scheufele and her family have leveraged Chopard’s reputation to help charitable causes.

In addition to her strong commitment to amfAR, Caroline has been creating a watch collection for the past 12 years dedicated to and inspired by her dear friend Sir Elton John, of which a portion of the proceeds is donated to the Elton John AIDS Foundation (EJAF). Chopard also partners with EJAF’s Academy Awards Viewing Party in Los Angeles and their White Tie & Tiara Ball, which takes place annually in Windsor, UK. In 2007, Scheufele received the “Enduring Vision Award” from EJAF for her “exceptional support.”

Through sponsorship activities, Chopard supports the José Carreras Leukaemia Foundation and The Prince’s Foundation. Since 2010, Chopard has been in partnership with the WWF’s Tiger Initiative and in 2011, joined the Responsible Jewellery Council.