Kering, the renowned French luxury conglomerate, is advancing its sustainability agenda with the launch of the Kering Generation Award X Jewellery. This global initiative, designed to promote environmental innovation in the jewellery industry, expands upon the original Kering Generation Award introduced in 2018 for the fashion sector.
Jewellery has traditionally lagged behind fashion in embracing sustainable practices, grappling with challenges such as resource depletion, pollution, and waste. Kering’s new programme aims to confront these issues by inspiring emerging talent to prioritise environmental responsibility in their designs.
The award, themed “Second Chance, First Choice,” challenges participants to reimagine waste by transforming discarded materials into valuable jewellery, reflecting the growing trend of upcycling and creative material reuse in luxury design.
The competition is open to students from 10 leading universities specialising in jewellery and sustainability, as well as startups active in the field. It offers a platform for innovative ideas, where each participating university will present at least three projects developed under academic mentorship, while startups will independently showcase their innovations. Four finalists—two students and two startups—will be selected to present their work at the prestigious JCK Las Vegas Show in June 2025, a cornerstone event for the global jewellery industry.
Kering has partnered with several key organisations to ensure the programme’s success. The World Jewellery Confederation (CIBJO) brings industry expertise, while Politecnico di Milano offers scientific guidance through its renowned design and sustainability programmes. Kering’s own jewellery maisons—Boucheron, Pomellato, and Qeelin—will provide mentorship, fostering innovation and supporting participants throughout the competition.
Marie-Claire Daveu, Kering’s Chief Sustainability and Institutional Affairs Officer, emphasized the importance of blending craftsmanship, technology, and environmental consciousness. “Extending our Kering Generation Awards to jewellery is a pivotal moment in our commitment to advancing sustainability and innovation in the jewellery industry,” said Daveu. “This new edition (of the award), which brings together universities, startups and future leaders, is designed to recognise and support those pushing the boundaries of what’s possible in sustainable jewellery,” he added.
Professor Alba Cappellieri of Politecnico di Milano mentioned in a statement that “Kering Generation Award X Jewellery embodies the values of innovation and sustainability that are essential for shaping a future where beauty aligns with ethics. By bringing together young talents from leading academic institutions worldwide and start-ups, we are creating a collaborative platform that celebrates creativity and sustainability. We invite students and start-uppers to join us on this journey, to inspire, to innovate, and to lead together the future of sustainable jewellery.”
Kering’s previous efforts, such as Boucheron’s use of Cofalit illustrate the potential for sustainable innovation in the jewellery sector. With the Kering Generation Award X Jewellery, the company seeks to accelerate progress in an industry still grappling with its ecological footprint. By championing new voices and ideas, Kering aims to lead the way towards broader adoption of sustainable practices across the sector.
The Kering Generation Award X Jewellery marks a significant leap forward in the jewellery industry’s sustainability journey. By empowering emerging designers and innovators, Kering is not only challenging traditional practices but also shaping a future where luxury and environmental responsibility go hand in hand. As the initiative progresses, it has the potential to redefine sustainable luxury, setting a new standard and inspiring others in the industry to adopt more ethical, eco-conscious design and production methods.
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