Chopard’s Caroline Scheufele
Some say Scheufele has the ‘golden touch’, while others refer to her as a lucky charm. For her part, the 51-year-old insists that luck has nothing to do with it. It is a good, old-fashioned, unadulterated love of film that prompts her to offer up her high-end baubles for stars to borrow on the red carpet.
“I don’t predict the Oscar winners, otherwise I’d be doing a different job!” she laughs over tea at the Four Seasons in Beverly Hills. “But I am a cinema lover. When you have a passion for something, it may be easier to work in that field.”
A true passion for cinema has caused Scheufele, who runs her family’s Swiss luxury company along with brother Karl-Friedrich, to create sponsorship opportunities for Chopard at some of the world’s biggest film events. From the Cannes Film Festival to The Weinstein Company’s Golden Globes gala to the most recent EJAF party, Chopard is there.
But, unlike the ease with which she predicts winners or dresses the world’s most fabulous fashionistas, putting together Elton’s annual bash is hard work.
She adds, “Timing is of the essence for him. You’re not late when you’re invited to Elton’s party! Everything is by his rules. When your invitation says 8 o’clock, you show up at 8 o’clock. I remember when he gave the Chopard trophy [in 2006], which happened at 8 o’clock. He was there at five until 8 and some actress was late and he was getting furious! That’s a challenge for us –working with him — because he’s a maniac about details and about everything being organized. We have to be at the same level as Elton. Obviously you have a lot of celebrities going to Elton’s party every year and that’s also a challenge because we have to handle them too, as well as the guests we invite. We also want to make sure everyone is having a good time.”
Though in one case, this may not exactly be true. Chopard moved shop from its Rodeo Drive location to a new home in the South Coast Plaza late last year, but Scheufele believes the brand may move back to Beverly Hills one day.
“The problem was that [in Beverly Hills] we had a very small façade. It was a very big shop, but we weren’t really visible. I passed by two or three times and thought, ‘My God! I passed Chopard!’ In South Coast Plaza, we doubled our space. But if the right location comes up on Rodeo Drive, one with better visibility, we might be back. Rodeo will always be Rodeo.”
But will Oscar always be Oscar? Not if Scheufele has her way. Perhaps the Academy’s little golden man will get a modern day update, just like the one Chopard has given to Cannes’ Palme d’Or every year since 1998. “I think the Oscar could use a facelift,” she says now, laughing, “But there are 6,000 members of the Academy, so I think it would be a challenge to convince them to redesign that famous statue.”
Caroline Scheufele’s Fact Sheet:
The José Carreras Leukaemia Foundation, the World Wildlife Fund, Elton John AIDS Foundation
Signature piece of jewelry:
Chopard’s Happy Sport watch
Favorite luxury brands:
Dolce&Gabbana, Elie Saab, Ralph Lauren, Hermes Birkin
“The sea! On a boat, no telephones, no emails. It’s great when the phones don’t work, you can forget the world.”