Back in 2012 the General Assembly of the United Nations decided that March 20th would be International Day of Happiness to recognize “the relevance of happiness and well-being as universal goals.”

The movement was spurred by Bhutan, when the country decided to recognize national happiness over national income in the early 1970s, and adopted the goal of Gross National Happiness over Gross National Product.

In recognition of World Happiness Day, Swiss heritage jewellery and watch brand Chopard is donating a portion of its proceeds from its Happy Hearts jewellery collection to child protection associations until March 26.

“For several years now, Chopard has been taking part in programmes run by charities active in the field of child protection, such as fashion model Petra Nemcova’s Happy Hearts Fund, since renamed All Hands and Hearts,” the brand tells Elle Canada. “The latter supports the reconstruction of schools in areas devastated by natural disasters, starting a virtuous circle enabling future generations to glimpse a better future thanks to these educational opportunities.”


Chopard is also involved with the Naked Heart Foundation launched in 2004 by Natalia Vodianova to help underprivileged children.

“The Day of Happiness rekindles the desire to dream of a fairer world, which is why Chopard will supplement its support for these two associations with an additional donation from sales made in its boutiques on all its Happy Diamonds collection jewellery,” says the brand.

Roses will also be on display in Chopard boutiques around the world from London to Tokyo as a visual reminder and as a nod to the inspiration between the latest Happy Sport Rose de Caroline timepiece, which is adorned with pink sapphires, rubies and the legendary dancing diamonds, “which showcase Chopard’s Joie de Vivre.”