CEO CHRIST x INSIGHT LUXURY: "Sustainability is more than just a trend for us."
Dr Gunnar Binder has been CEO of the Christ Group, which has been part of the Italian Morellato Group since February 2023, for just over a year. This also applies to NXT LVL Brands GmbH. Founded in autumn 2022, the sister company of the jewellery chain is active in the wholesale of watches and jewellery.
Dr Gunnar Binder (CEO CHRIST) x INISIGHT: INHORGENTA as a central platform
Dr Gunnar Binder (CEO CHRIST) x INSIGHT: Christ becomes more premium and continues to expand
Dr Gunnar Binder (CEO CHRIST) x INSIGHT: "Overall, we are pursuing a trading-up strategy."
INSIGHT Luxury: Massimo Carraro places great emphasis on the aspect of sustainability, and Morellato is a member of the Responsible Jewellery Council. What is Christ's approach to sustainability?
Dr Gunnar Binder: Sustainability is a key issue for CHRIST and is pursued with the same high priority in the German subsidiary of the Morellato Group as in the Italian part of the Morellato Group. We take a comprehensive approach to sustainability that encompasses materials as well as production and recycling processes.
Last year, we successfully launched our recycled silver segment. This year, we will be expanding our range even further.
Then there are our laboratory diamonds, which are marketed under the Live Diamond brand. They offer a sustainable alternative to natural diamonds - with the same optical and chemical properties in combination with recycled gold.
Since January, we have been buying old gold from our customers in around 30 shops in order to reuse it for new pieces of jewellery. This offer will be extended to all shops in the spring.
Our aim is not only to use sustainable materials, but also to actively contribute to a closed material cycle. For us, sustainability is more than just a trend, it is a responsibility that is being driven forward together across the Group.
INSIGHT LUXURY: Is sustainability actually also a sales argument? What are your experiences in direct contact with the end consumer?
GB: Sustainability is an increasingly important aspect in purchasing decisions. However, our customers' primary motivation remains the design, quality and price of a piece of jewellery. Sustainability is increasingly being cited as an additional, but not the only, decisive reason for buying jewellery.
We rely on transparent communication to provide our customers with all relevant information on sustainable materials and processes. This enables them to make an informed purchasing decision.
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