Quintessence Luxury
    Category: Forbes Life By : Yessar Rosendar Read : 916 Date : Friday, August 12, 2016 - 07:12:33

    Courtesy of Chopard

    Last June was a milestone for Swiss-based Maison, Chopard, as it opened its boutique at the prestigious ground floor of Plaza Indonesia, a location preferred by the affluent and home to many other luxury brands. To celebrate the achievement the brand was represented directly by Caroline Scheufele, the daughter of Karl Scheufele, who bought the brand from the founding family almost 60 years ago. “I’m here because we opened finally a beautiful boutique, it’s an important moment because we have been many years in the market. We had a boutique before with other partner but now we are with the right partner that is able to give us a great location,” Caroline says, who currently serves as co-president of the company, as well as its artistic director and head of the creation and design departments.

    Asia is an important region for the brand, marked by the opening of its boutique in Hong Kong in 1983 before it opened its boutique in Geneve. “The Asian market is a big market, since China is on the map. Asians love our Happy Diamond, it’s the DNA of Chopard; and when you wear it, it’s recognizable,” Caroline says. Currently around 30% of the company’s revenues come from Asia, followed by Europe, and the U.S. The huge Indonesia market also has an appeal for the brand and it regards Indonesia as an important place. “Around 95% of the product sold in Indonesia goes to Indonesian customers,” Caroline says.

    A boutique for the brand that is renowned for its watchmaking and high jewelry is an important part of presenting the full spectrum of collection from the brand, including limited edition pieces that will be available exclusively in the boutique. A boutique also presents the luxury image of the brand and they are designed to support a global image. “Once you step in a Chopard boutique, it’s important how you perceive it,” Caroline says. Aside of ensuring the right design and luxurious ambiance, the brand also ensures a very high level of service in its boutiques and even sends mystery shoppers to maintain quality. “A boutique is like an ambassador for the brand,” Caroline says. Offering a product with the highest level of craftsmanship is also a must for the brand. “You want the customer to be satisfied by the product,” Caroline says.

    Caroline, 54, decided to join the family business after completing her studies at Geneva’s International School, while simultaneously taking design and gemology courses. She is a descendant of a dynasty of watchmakers and jewelers from Pforzheim, Germany. Her family bought the brand from Paul André Chopard, grandson of Louis-Ulysse Chopard, the founder of the brand. The reason for the sale is that no one in the Chopard family wanted to take over the company. Under the Scheufele family, the brand has been recognized for its creativity, it’s state-of-the-art technology and the excellence of its craftsmen. Chopard has become one of the leading names in the high-end watch and jewelry industry. Karl Scheufele and his wife Karin have orchestrated the company’s international expansion for more than 40 years and are still active in the firm. Their two children are its current co-presidents, with Caroline responsible for the ladies collections and high jewelry, while her brother Karl-Friedrich Scheufele manages the gent’s collections and the Chopard Manufacture in Fleurier, the production site of L.U.C movements. The family’s success with the brand has earned them a fortune estimated to be worth $1.5 billion.