It’s not every day that Chopard announces something new with a Bollywood star. And if that star is Sonam Kapoor, it is proof that Chopard Parfums is viewing the Indian market in a new light. It’s a vision backed up by CEO Patrizio Stella, appointed in 2016, who has also brought sustainability and luxury back into the spotlight at the brand. This month, we caught up with him in Mumbai, at the launch of Chopard’s newest offerings, Lemon Dulci and Felicia Roses from the Happy Chopard range, alongside Chopard Parfums’ Haute Parfumerie Collection, which focuses on three naturals ingredients: Vetiver from Haiti, vanilla from Madagascar, and cardamom from Guatemala. This is the new direction of natural luxury at the brand, which “places ethics at the heart of aesthetics”.
We met up with the charismatic Stella on his plans to make Chopard a leader in natural fragrances.
Sonam Kapoor and Chopard – how did the association come about?
Chopard is a true friend of cinema and a partner at the Cannes Film Festival since 1998. Since then, Caroline Scheufele, co-president and artistic director of the Maison, created the Red Carpet high Jewelry Collection dedicated to the most beautiful actresses invited to the festival. Sonam Kapoor has often chosen to wear Chopard’s Red Carpet collection at Cannes. She became a good friend of Caroline Scheufele and a friend of the House. It was natural to invite Sonam Kapoor to be the guest of honour of Chopard Parfums India launch and to represent the Maison with her touch of beauty, glamour, and positiveness.
How does Chopard see the Indian consumer?
It is an honour for us to finally approach the Indian market, not only because of its huge size, but mostly because of its millennial-old traditions of scents and perfumes. In India, everything recalls traditions, expertise, colours, and images. And that’s all that a perfumery needs. Indian consumers are sophisticated, and we think they can certainly appreciate the undisputed quality of the Chopard Parfums. We share lots of synergies with the classic traditions of India, but also feel in tune with the new, young India. That’s why we plan to have our brand present in an exclusive yet diversified selection of distribution channels, the exclusive luxury retails, the best duty-free stores, and also the most visioning e-market spaces.
What makes a great perfume and how does Chopard work their ingredients best?
Our philosophy of luxury natural ingredients is issued from ethical sourcing, and it translates into a unique and surprising fragrance signature. We place the greatest value into our fragrances. All of them are exceptionally rich, containing the most beautiful and treasured natural ingredients and essential oils coming from sources of sustainable excellence around the world. All of them are crafted in collaboration with some of the most iconic perfumers of our times. This, together with the brand’s unique universe of inspiration, confers Chopard perfume creations the quality, creativity, and personality that only nature, natural ingredients and unique savoir-faire can bring into perfume. Added to this is our journey to be a responsible and sustainable perfumery.
How does the shape and style of the bottle play a role in the perfume’s success?
The shape of the bottle is a true trademark. It aims to translate through its style, the essence of our fragrances. We want Chopard fragrance bottles to remind one of precious stones. The gems that are used by Chopard to create exquisite jewels are a constant source of inspiration but also a perfect match for those pristine natural ingredients we use to celebrate our fragrances.
Chopard’s ethical and sustainable approach – how do you see it succeeding in today’s scenario?
The main challenge for Chopard Parfums is exactly our choice to place luxury naturals right at the heart of our creations. We aim to employ ethical and entirely traceable luxury natural ingredients issued from sustainable sourcing. By doing that, we wish to support the local farmers and artisans involved in the production of such precious ingredients. To reach these challenging objectives, we have engaged in a close collaboration with the fragrance house Firmenich, the recognised industry leader in sustainability (Ecovadis Gold Rating), who provide the richest palette of responsibly sourced natural ingredients through the Naturals Together Program of sustainable excellence. It is a true artisanal job and it has the goal of enhancing lands, hands, and communities. In today’s world, people are rediscovering the value of local excellences and at Chopard, already several years ago, Caroline and the whole family felt the responsibility to pave the way to this new world.
Has the brand worked with any Indian ingredients – if so, which ones?
Due to its traditions of scents and perfumes, India is a reference for the most pristine natural ingredients used in high-end perfumery. One of the most successful fragrances within our collections is the Jasmin Moghol – its signature ingredient is an outstanding quality of Indian Sambac Jasmine, exclusively crafted by the master perfumer, Alberto Morillas. This fragrance is inspired by the Jaipur Love Garden, a place of captivating beauty, and is our tribute to the supreme quality of Indian ingredients and to the magnificence of its mysterious and fascinating tales.
The best Chopard parfums that the Indian consumer must experience?
Our High End Collections, Vétiver d’Haiti, Rose Seljuke, and Miel d’Arabie are the most appreciated fragrances, while both Lemon Dulci and Felicia Roses are best-sellers with youngsters from our Happy Chopard line.