Dr Gunnar Binder (CEO CHRIST) x INSIGHT: "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 and is an INHORGENTA exhibitor.
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."
Dr Gunnar Binder (CEO CHRIST) x INISIGHT: Lab-Diamonds vs Natural Diamonds ... Quartz vs Mechanics
INSIGHT INHORGENTA: Massimo Carraro strongly emphasizes the aspect of sustainability, and Morellato is a member of the Responsible Jewellery Council. What is Christ's stance on sustainability?
Dr Gunnar Binder: Sustainability is a central theme 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 rely on a comprehensive sustainability approach that encompasses materials as well as production and recycling processes.
Since last year, we have successfully launched our recycled silver segment. This year, we will expand our offering even further.
In addition, we offer our lab-grown diamonds, marketed under the Live Diamond brand. They provide a sustainable alternative to natural diamonds – with the same optical and chemical properties combined with recycled gold.
Since January, we have been buying back scrap gold from our customers in around 30 branches to reuse it for new jewelry. This offer will be extended to all branches in the spring. Our goal is not only to use sustainable materials but also to actively contribute to a closed-loop material cycle. For us, sustainability is more than a trend; it is a responsibility that we are driving forward together across the entire group.
IL: Is sustainability actually a selling point? What are your experiences in direct contact with the end consumer?
GB: Sustainability is an increasingly important aspect in purchasing decisions. However, the primary motivation for our customers remains the design, quality, and price of a piece of jewelry. Sustainability is increasingly cited as an additional, but not the sole, deciding factor.
„"We focus on transparent communication to provide our customers with all relevant information about sustainable materials and processes. This enables them to make informed purchasing decisions."“
Dr Gunnar Binder
