Caroline Scheufele

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Caroline Scheufele (legally Caroline Gruosi-Scheufele, born December 14, 1961 in Pforzheim, Germany) is a German business woman. She is the Artistic Director and Co-President of Chopard, the Swiss-based luxury watches and jewellery manufacturer.[1] As Artistic Director and Head of the Creation and Design department at Chopard, Scheufele is responsible for the High Jewellery division, for the design and creation of jewels and ladies’ watches as well as for fragrances and accessories. Scheufele is also in charge of the international retail business.[2]


Caroline Scheufele was born in 1961 in Pforzheim, Germany to a family of watch dealers. In 1963 her family took over the Geneva-based watch manufacture Chopard, and over the following years they traveled back and forth between Germany and Switzerland. At the age of 12 Caroline moved to Switzerland in order to study at Geneva’s International School. She decided to join the family business immediately after obtaining her diploma, while being enrolled in classes in Design and Gemmology.

In 1985, she created the Happy Diamonds jewelry collection, a Chopard jewellery line that is based on the idea of enabling diamonds to shine more brightly by freeing them from their retaining settings and enabling them to move about freely.[3] In 2006, the Red Carpet Collection was created: sixty unique high jewellery pieces were launched on the occasion of the 60th Cannes Film Festival.

Together with her older brother Karl-Friedrich, she oversees marketing, advertising and communication for the Chopard brand. She is constantly traveling the globe, visiting Chopard boutiques and discovering new locations to expand the network. Scheufele is also behind Chopard’s collaboration with the Cannes Film Festival.[4]

In January 2012, Scheufele lost a £1 million emerald ring in a hotel bathroom in Hong Kong.[5]

Scheufele was a guest judge on season 13 of Project Runway. The episode entitled "Priceless Runway" required the contestants to create red carpet looks inspired by Chopard jewelry.

Scheufele is a long-term resident of Gstaad.[6]


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