Julia Roberts Turns into The “Ambassadress” For Chopard – WWD

Julia Roberts remembers a sentimental present she obtained at a really early age.

“The primary piece of bijou I ever had was after I was in all probability eight years outdated. My father gave me a birthstone ring. It was so shiny and felt magical.”

Now, about 4 and half many years later, the actress with the long-lasting smile has turn into the official “ambassadress” for Chopard and the face of Chopard’s Joyful Sport marketing campaign, which launches Tuesday and unveils two new Joyful Sport timepieces, although in lots of iterations of the designs.

The marketing campaign with Roberts contains billboards, digital, editorial, and she or he’s in three quick movies directed by Xavier Dolan and styled by Elizabeth Stewart. One video takes a behind-the scenes peek at a Chopard shoot with Roberts; one other is a Q&A together with her, and a 3rd reveals the actress blowing kisses and frolicking, as if mimicking the motion of the 5 “dancing” diamonds within the watch circumstances. Via know-how developed by Chopard in 1976, with motion, the diamonds start whirling across the watch. Checking the time means additionally considering the ever-changing choreography of the diamonds. Whereas the marketing campaign focuses on the Joyful Sport watches, Roberts wears different items from Chopard’s Joyful Diamonds assortment, which incorporates the watches.

Caroline Scheufele 

In a single sense, the partnership between Roberts and the 160-year-old Swiss luxurious jewellery and watchmaker is shocking. She doesn’t readily endorse merchandise and at the moment solely endorses Lancome. In one other sense, it’s not shocking since she’s identified to put on Chopard on crimson carpet appearances, most just lately in 2019 on the Golden Globes. 

However the first time was 5 years in the past on the Cannes Movie Competition. “She was carrying a fantastic Chopard necklace with emeralds – and she or he was very humorous,” recalled Caroline Scheufele, Chopard’s co-president, inventive director and a member of the household that owns and runs the jeweler. “She mentioned to me, ‘With this necklace, I don’t want sneakers for the crimson carpet,’ and certain sufficient she went barefoot down the crimson carpet…Many A-list stars don’t go to the Cannes pageant until they’ve an actual cause or until they’ve a film within the competitors. They might be in Cannes however don’t present their face.”

Chopard has been an official companion of the Cannes Movie Competition since 1998. On the subsequent pageant, which because of the pandemic has been postponed to July this 12 months, Roberts would be the “godmother” of the Trophée Chopard, which is introduced to a younger actor and actress annually on the pageant.

The “Joyful Sport the First” watch. 

In a brief e-mail alternate with Roberts (she’s been on trip from engaged on a romantic comedy, “Ticket to Paradise,” co-starring George Clooney and set for a September 2022 launch) she admitted that with jewellery, she will be able to glam it up. “Carrying a really beautiful piece of bijou to an occasion all the time ups the ante. It takes the glamour issue to the following stage,” Roberts instructed WWD.

Relying on her temper and the event, Roberts can both play it up or tone it down when deciding on jewellery for a night out. “I’m a bit, all or nearly nothing,” she mentioned. “If I placed on a necklace, I placed on 5. If I placed on a bracelet, I put ten on every wrist.”

“She may be very kind of laid again – very elegantly sportive,” mentioned Scheufele. “Many occasions you see her in flat sneakers, even within the films. She may be very basic, however not quaint. She’s classically trendy, classically stylish. Relaxed. She has the form of spirit I simply love.”

Final 12 months, when growing the Joyful Diamonds marketing campaign, Scheufele instructed her group it wanted a fantastic ambassador with a fantastic smile. “They really got here up with 1,000 names. However I mentioned for me there is just one that springs to thoughts – Julia Roberts. She doesn’t endorse any firm besides Lancome and that’s an excellent factor.”

Scheufele, a lover of flicks – they encourage her jewellery designs – mentioned she was first mesmerized by Roberts’ distinctive smile in “Fairly Lady” and was additionally impressed by her efficiency in “Erin Brockovich,” for which she received the Greatest Actress Oscar in 2000.

“Some actors can solely be the nasty or cute. However just like the aspects of a diamond, Julia can remodel herself into totally different aspects,” mentioned Scheufele, who in 1993 created Chopard’s Joyful Sport watch idea. Scheufele mentioned Roberts has a multi-generational attraction. “That is additionally what I used to be searching for with Joyful Sport watch. It’s 28 years outdated and nonetheless very trendy and up to date. It’s completely timeless and Julia is timeless.

“From inside out, Julia is a contented particular person. I imagine that. Loads of huge actresses will not be actually glad. I get to know loads of them due to Cannes. If you end up all the time within the limelight, or on Instagram, and all the time being photographed, you aren’t having a really private life. That’s not really easy to digest for everybody. Julia is a really regular particular person. She just isn’t posting each 5 minutes one thing someplace. She is fairly balanced between her work, her household life, and her love life. Some others, like Julianne Moore, are very like Julia.

“When you might have mates within the movie business, it’s a give and take, not like contracts. Julia is sort of a buddy. I discuss to her like a buddy. And if she needs to go to a premiere and desires to put on a Chopard necklace, we’re there.”

Scheufele does intersect with the Hollywood crowd. On the 2013 Academy Awards, she met Livia Firth, the spouse of Colin Firth, who obtained the Oscar for greatest actor in “The King’s Speech.” The couple since separated.

“Livia requested me the place does your gold come from. She may be very into sustainable style and I mentioned, “Oh, I suppose from the banks.’ However earlier than I completed my sentence I spotted I actually didn’t know the place my gold is overlaying from. That obtained me kickstarted on sustainability, moral gold. It’s nonetheless an ongoing journey for us. We’re very proud to say we’re the primary firm actually trying into the complexity of mining our uncooked supplies like gold and gems. Livia pushed a button.”

Now supplies are sourced in step with necessities of the “Chopard Code of Conduct for Companions,” which covers a spread of environmental and social standards. Chopard, based in 1860 by Louis-Ulysse Chopard, has been growing a fame for sustainable luxurious and says it has been utilizing one hundred pc moral gold within the manufacturing of all its gold creations since 2018.

Chopard’s Joyful Sport 33 mm watch. 

The 2 new watch fashions being unveiled, known as “Joyful Sport the First” and “Joyful Sport 33 mm,” are crafted from metal or moral 18-carat rose gold, in addition to in bi-material variations, obtainable on a leather-based strap or matching steel bracelet, and framed by a sophisticated or diamond-set bezel.

The Joyful Sport 33 mm watch is so named due to its 33 mm-diameter case impressed by the “golden ratio” rules of aesthetic concord, that means the proportions really feel proper and, in response to Chopard, the watch suits like a second pores and skin.

The watches additionally function computerized winding, a central guilloché motif, in addition to having every dial graced with the “dancing” diamonds set between two sapphire crystals topping the dial.

Chopard has focused late 2021 or early 2022 for the opening of its Fifth Avenue flagship in Manhattan, within the Crown Constructing on 57th Road. The 2-level area, with 1,279 sq. ft on the principle flooring and 1,143 sq. ft on a decrease stage, will substitute the corporate’s Madison Avenue retailer on 63rd Road, the place the worldwide jeweler has operated a unit for about 14 years. Scheufele would like it if Roberts reduce the ribbon on the Fifth Avenue opening, although that’s to be decided.

Requested why Chopard determined to relocate its Manhattan retailer, Scheufele defined, “For me personally, as a European, I all the time keep within the Lowell Resort, simply across the nook of our boutique. I’m a Madison Avenue particular person. I really like Madison. However the vacationers, the Chinese language, solely go to Fifth Avenue. And for me Fifth Avenue, it’s the number-one avenue on this planet.

“I miss America,” lamented Scheufele, who was interviewed from her house in Geneva, the place Chopard is predicated. “I really like New York greater than Los Angeles or Miami. I’ve been in my home for one 12 months, with my dad and mom, and within the workshop, however I’ve not been touring. For somebody who travels seven months out of the 12 months, it’s actually been a shutdown. I found my canines. I began cooking like loopy. They name me Uber meals as a result of I’ve been delivering meals to the entire household.”


Joyful Diamond watches from the Nineteen Seventies. 

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