French Maison Boucheron, the famous luxury high-jewelry brand, and PPR are celebrating the environmental awareness documentary, Home, with a gold cube to be auctioned on eBay.fr to benefit the Initiative for Responsible Mining Assurance, an effort to promote and verify more responsible mining practices for gold and other metals.
Boucheron is a member of RCJ (Responsible Jewellery Council) since August 2006 to promote responsible social and environmental practices in a transparent and accountable manner throughout the industry from mine to retail.Boucheron celebrates the launch of the movie ‘Home’, with an online auction benefiting the ‘No Dirty Gold’ foundation.
Directed by Yann Arthus-Bertrand, the film is co-produced by Elzévir Films and EuropaCorp, Luc Besson’s company. ‘Home’ will be made up of aerial images which have been filmed in more than fifty countries around the world. A voice-off will offer constructive hindsight into the major environmental and social challenges facing our world, intended to illustrate the interconnectedness of life and how humans are threatening the ecological balance of the globe.
Precious metals and gems are amongst the earth’s most precious gifts and on this occasion, the French jeweler has especially created ‘The Magnetic Quatre’, a unique combination of four golds. The amalgamation of different golds and textures of this unique product symbolizes our planet’s four elements; wood, air, water and earth and reminds us of their fragile balance.
Boucheron’s effort both to raise environmental awareness and make it luxurious should be applauded, even if it seems a bit hypocritical to promote an uber-luxury product as eco-friendly… The French Maison has proven its possible.
The Magnetic Quatre, comprised of four types of gold to represent the earth’s four elements – fire, air, water and earth – is designed to illustrate the interconnectedness of life and how humans are threatening the ecological balance of the globe.
The Boucheron Magnetic Quatre will be auctioned off on eBay.fr the day after Home’s worldwide premiere, on June 6th to June 13th. All the proceeds will go to ‘The Initiative for Responsible Mining Assurance’, an effort to promote and verify more responsible mining practices for gold and other metals.
I guess if you’re in the market for a gold cube, better for your purchase to benefit the environment than not… Not in the market for such a cube? A ticket to the film is probably a better bet. All the proceeds will go to “The Initiative for Responsible Mining Assurance”, an effort to promote and verify more responsible mining practices for gold and other metals.
The worldwide release of the movie will be organized by EuropaCorp on June 5th, 2009 – World Environment Day – in cinemas, on television, on DVD and on the Internet around the world. The aim of this simultaneous worldwide broadcasting is to enable as many people as possible to watch the movie together. The objective of ‘Home’ is not to make a profit. It’s only benefit of ‘Home’ will be to contribute towards increasing awareness of our responsibility towards the planet.
On June 5th we all have a date with the Planet!