Julia Roberts remembers a sentimental present she acquired at a really early age.
“The primary piece of jewellery I ever had was once I was most likely eight years previous. My father gave me a birthstone ring. It was so shiny and felt magical.”
Now, about 4 and half a long time later, the actress with the long-lasting smile has turn into the official “ambassadress” for Chopard and the face of Chopard’s Completely satisfied Sport marketing campaign, which launches Tuesday and unveils two new Completely satisfied Sport timepieces, although in lots of iterations of the designs.
The marketing campaign with Roberts consists of 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 along 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 instances. By expertise 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 Completely satisfied Sport watches, Roberts wears different items from Chopard’s Completely satisfied Diamonds assortment, which incorporates the watches.
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 present solely endorses Lancome. In one other sense, it’s not shocking since she’s identified to put on Chopard on purple 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 Pageant. “She was carrying a stupendous Chopard necklace with emeralds – and she or he was very humorous,” recalled Caroline Scheufele, Chopard’s co-president, creative director and a member of the household that owns and runs the jeweler. “She mentioned to me, ‘With this necklace, I don’t want footwear for the purple carpet,’ and certain sufficient she went barefoot down the purple carpet…Many A-list stars don’t go to the Cannes competition until they’ve an actual motive or until they’ve a film within the competitors. They could be in Cannes however don’t present their face.”
Chopard has been an official accomplice of the Cannes Movie Pageant since 1998. On the subsequent competition, which because of the pandemic has been postponed to July this yr, Roberts would be the “godmother” of the Trophée Chopard, which is introduced to a younger actor and actress every year on the competition.
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. “Sporting a very beautiful piece of jewellery to an occasion all the time ups the ante. It takes the glamour issue to the subsequent stage,” Roberts advised 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 virtually 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 form of laid again – very elegantly sportive,” mentioned Scheufele. “Many instances you see her in flat footwear, even within the motion pictures. She may be very traditional, however not quaint. She’s classically fashionable, classically stylish. Relaxed. She has the type of spirit I simply love.”
Final yr, when growing the Completely satisfied Diamonds marketing campaign, Scheufele advised her staff it wanted a stupendous ambassador with a stupendous 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 gained the Finest Actress Oscar in 2000.
“Some actors can solely be the nasty or cute. However just like the aspects of a diamond, Julia can rework herself into totally different aspects,” mentioned Scheufele, who in 1993 created Chopard’s Completely satisfied Sport watch idea. Scheufele mentioned Roberts has a multi-generational attraction. “That is additionally what I used to be searching for with Completely satisfied Sport watch. It’s 28 years previous and nonetheless very fashionable and modern. It’s completely timeless and Julia is timeless.
“From inside out, Julia is a contented particular person. I consider that. Plenty of massive actresses should not actually comfortable. I get to know a variety 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 is just not 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 may have buddies within the movie trade, it’s a give and take, not like contracts. Julia is sort of a good friend. I discuss to her like a good friend. And if she desires 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 acquired 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 trend 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 protecting from. That received 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 according to necessities of the “Chopard Code of Conduct for Companions,” which covers a variety of environmental and social standards. Chopard, based in 1860 by Louis-Ulysse Chopard, has been growing a repute for sustainable luxurious and says it has been utilizing one hundred pc moral gold within the manufacturing of all its gold creations since 2018.
The 2 new watch fashions being unveiled, known as “Completely satisfied Sport the First” and “Completely satisfied Sport 33 mm,” are crafted from metal or moral 18-carat rose gold, in addition to in bi-material variations, accessible on a leather-based strap or matching metallic bracelet, and framed by a cultured or diamond-set bezel.
The Completely satisfied Sport 33 mm watch is so named due to its 33 mm-diameter case impressed by the “golden ratio” ideas of aesthetic concord, that means the proportions really feel proper and, in line with Chopard, the watch suits like a second pores and skin.
The watches additionally function automated 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 ground 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 find it irresistible 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 Lodge, 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 the earth.
“I miss America,” lamented Scheufele, who was interviewed from her residence 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 yr, with my dad and mom, and within the workshop, however I’ve not been touring. For somebody who travels seven months out of the yr, it’s actually been a shutdown. I found my canine. I began cooking like loopy. They name me Uber meals as a result of I’ve been delivering meals to the entire household.”