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Learn more about how our beautiful heirlooms are made and discover our key sustainability commitments and goals.
“Sustainability is not just what we make and how we
make it, it’s about everything we do. We have to
consider the whole picture, because we want to
leave a more beautiful tomorrow.”
A real luxury purchase is one you can feel good about buying. We’re on a mission to transform the luxury jewellery industry to one that is regenerative, ethical and transparent.
Every key decision we make – from where we source our precious gold and diamonds to the beautiful blush pink packaging that wraps every Chupi piece – is viewed through the lens of sustainability. We don’t have all the answers, but we are constantly assessing the impacts of our choices, and exploring how we can make better ones.
We aim to be zero waste and carbon neutral by 2030, leaving just beautiful heirlooms, to be handed down for generations to come.
We know that a treasured jewellery collection is built over time. We take a non-seasonal approach to designing our collections and deliberately keep them small to avoid overproduction and waste.
Each precious Chupi piece is created with sustainability in mind. We work hard to source innovative, traceable and sustainable materials wherever possible in our supply chain.
From the casts to the clasps, each of our precious solid gold pieces is made using 100 percent recycled gold. Our recycled gold is sourced from our carbon-neutral partner supplier in Germany, who uses renewable energy and clean, closed-loop systems to reduce energy and waste in the refinement process.
Each of our silver pieces is meticulously crafted in Ireland from recycled sterling silver, designed for daily wear.
Every Chupi piece is made using
100% recycled solid gold or sterling silver
“Recycling these precious metals and reducing our consumption of natural resources is such a special thing to be a part of”
We are committed to reducing the demand for mining wherever possible. We work with recycled diamonds in our classic collections and have introduced incredible carbon-neutral lab-grown diamonds. We also continue to champion the unique beauty of grey diamonds, long considered a by-product of the diamond industry.
Over 80 per cent of the classic
diamonds in our collection are
recycled
Lab-grown diamonds, often referred to as lab-created diamonds, man-made diamonds or cultivated diamonds, are diamonds that are made above the ground instead of below it. They are identical, visually and molecularly, to mined diamonds.
Grown from a natural diamond seed, cutting edge technology is used to replicate conditions you would find in the earth’s crust, resulting in a beautiful, unique diamond that is as much a real diamond as a mined stone. All of our lab-grown diamonds are held to the same standards of rarity and value, and are certified to international standards on their cut, colour, clarity and carat weight. They are also fully traceable and carbon neutral.
As lab-grown diamonds are molecularly and visually identical to mined diamonds, the only difference is how they are made. Our lab-grown diamonds are produced with the minimum negative environmental impact, avoiding the adverse social, environmental and economic effects of unregulated mining.
Millions of diamonds have already been extracted from the earth. We work with long-standing trusted partners to select the finest recycled stones from around the world.
The beauty of using diamonds that already exist in the world is their minimal environmental and social impact – they are of the highest quality and in pristine condition, they just didn’t come from newly mined materials.
All of our recycled diamonds receive GIA certifications.
All of our newly mined diamonds are certified through the Kimberley Process – an independent certification to ensure the origin of the stone is not subsidising conflict or war.
However, the mined diamond industry is notoriously opaque. Once mined from the ground, diamonds are sold raw (unpolished and uncut) to cutting houses, gemologists and gemstone agents who source raw stones from all over the world. Once gems enter this first tier of trade, their origins are lost, which is why we are so passionate about using lab-grown diamonds.
“It’s a really challenging industry to work in, and we are looking to disrupt it. We want to change not just how you buy your diamond ring, but how we make it, how we manage it, how we care for it. It’s not enough to say that the industry is broken. We’re working to fix it”
Every Chupi piece is made by hand by our dedicated goldsmiths and jewellery team. We are incredibly proud of the care that goes into making each piece and are committed to keeping these generations-old crafts in Ireland.
We take a non-seasonal approach to designing our collections and deliberately keep them small to avoid overproduction and waste. Our pieces are created in small batches or individually made to order.
We are as passionate about embracing new technologies like CAD and cutting edge materials like lab-grown diamonds as we are about supporting traditional crafts and techniques, such as lost wax casting, an ancient craft that dates back thousands of years.
“What we do at Chupi is take the best of the past and marry it with the best of the future. It’s a beautiful blend of technology, craftsmanship and storytelling”
As much a beautiful design object as functional packaging, this suite has been designed with interactive elements to make your marked moments, proposals or otherwise, as memorable as possible. Working with renowned packaging designer Vincent Villagér, our goal was to create packaging that could live on as keepsakes and equally be easily recycled.
Each piece is made almost exclusively with natural, biodegradable and sustainable materials, from paper and card to silk and organic cotton. We have avoided the use of plastics in every possible area and opted for recycled plastic where unavoidable, minimising our carbon footprint at both creation and end of use, moving us ever-closer to our commitment to become plastic free by 2025 and carbon neutral by 2023.
“More than anything, we’re looking at minimizing, reducing, and making our packaging smaller, and leaving no trace”
