Crafting Nature: BVLGARI's vision to a responsible luxury
BVLGARI announces the “Flower Gems of India” Initiative, a collaboration with Firmenich and Jasmine Concrete devoted to innovative and sustainable flower farming
Rome, Italy, January 21, 2019 - BVLGARI, the roman jeweler, announced its investment in a flower farming project called Flower Gems of India, an initiative brought about in partnership with perfume designer Firmenich and its local partner Jasmine Concrete. To be developed over three years between 2019 and 2021, the pilot project will create a new jasmine farming model for 100 family-owned farms in two regions of the Indian floricultural area of Tamil Nadu.
The project offers farmers an alternative approach to jasmine production, one that improves farmer’s profits as well as quality of the flowers, and leverages permaculture principles like soil restoration and water supply management to establish a farming model that will be sustainable for future generations. Product quality is expected to improve thanks to a clean and short supply chain, richer organic cultivation, contamination-free farmlands, and unprecedented care for each season’s harvest. The project is also committed to improving the social and economic wellbeing of these communities with a fixed price and reduced production costs.
Given BVLGARI’s enduring values of sustainability, innovation and care for local communities, Flower Gems of India was a natural fit for BVLGARI — and representative of the brand’s commitment to the highest standards of ethics in sourcing and production.
Jean-Christophe Babin, BVLGARI CEO explains: “BVLGARI’s quest for the most beautiful and flawless gems of nature lead us to Firmenich and its partner Jasmine Concrete, which produces the world’s highest quality jasmine. It became important to us to contribute to support the communities that enable us to create our masterpiece fragrances, and that we establish a sustainable approach to preserve and support the local economy. Like our jewels, our fragrances are crafted from nature’s finest gems and it is our passion to research, source, and wherever possible, support the production of these extraordinary ingredients.”
“Over the last decade, Firmenich has built the industry’s leading natural sourcing program to develop sustainable economies, preserve biodiversity and support regenerative agriculture. Our NaturalsTogetherTM partners like Jasmine Concrete create real change in their communities by implementing advanced flower cultivation, treating issues such as erosion, nutrient loss, irrigation and composting. We are very proud to be a part of this program,” states Dominique Roques, Vice President, Naturals Partnerships and Communication, Firmenich.
Raja Palaniswamy, Director of Jasmine Concrete adds, “This agreement, jointly governed by BVLGARI, Firmenich and Jasmine Concrete, provides an innovative model to uplift our local communities. Our shared business-for-good approach, which builds market security, delivers fixed revenues, and fosters a real sense of pride for farming families, secures local families’ livelihoods. This encourages them to continue their important work, now and for future generations.”
An uncommon devotion to securing and sourcing nature’s most precious materials, techniques and knowledge has led the Roman jeweler to every corner of the world in search of the truly exceptional. Now, with the launch of Flower Gems of India, BVLGARI is working at a fundamental level to secure a sustainable future for multiple generations of traditional craftsmen and family farms — and is once again displaying its commitment to the social and economic wellbeing of its stakeholder communities.
The key to BVLGARI’s success has always come from its bold vision, passion for the finest elements and ingredients, and impeccable expertise. As the brand looks toward the future and weighs its path forward in a rapidly evolving and increasingly global world, it adds a new facet to its long-term strategy for success: fostering sustainable, ethical and responsible practices in every aspect of its business.
Part of the LVMH Group, Bvlgari was founded in Rome in 1884 as a jewellery shop. Quickly establishing a reputation for Italian excellence, Bvlgari is renowned for its exquisite craftsmanship and magnificent jewellery creations. Thanks to its international success, the Company has evolved into a global and diversified luxury purveyor of products and services, ranging from fine jewels and watches to accessories and perfumes, and can be found in an unrivalled network of boutiques and hotels in the world’s most exclusive shopping areas.
Firmenich is the world’s largest privately-owned perfume and taste company, founded in Geneva, Switzerland, in 1895. Driven by its purpose to create positive emotions to enhance wellbeing, naturally, Firmenich has designed many of the world’s best-known perfumes and tastes, bringing delight to over four billion consumers every day. Renowned for its world-class research and creativity, as well as its leadership in sustainability, each year, Firmenich invests 10% of its turnover in R&D to understand and share the best that nature has to offer responsibly. Firmenich had an annual turnover of 3.9 billion Swiss Francs at end June 2019.
About Jasmine Concrete
Based in the Tamil Nadu area, at the center of the Indian flower belt, Jasmine Concrete has a network of over 1000 jasmine flower farmers as well as access to the broadest range of flowers, including jasmine grandiflorum, sambac and tuberose, and spices, such as davana, champaca or vanilla. Jasmine supports sustainable livelihoods and contributes to local communities, via increased yields and qualities, volume commitments to advance payments and additional social support. A Firmenich Joint Venture partner since 2014, the group also advances sustainable agriculture principles through innovative water management, soil protection and conversion to organic farming.