The future of jewelry is at a crossroads, and it’s not just about sparkle and shine anymore. Kering is doubling down on its commitment to sustainable luxury with the second edition of its Generation Award x Jewelry competition, proving that the industry’s next big thing isn’t just about design—it’s about responsibility. But here’s where it gets controversial: Can jewelry ever truly be sustainable, or are we just polishing a flawed system? Let’s dive in.
Launched in November 2024 in partnership with the World Jewelry Confederation (CIBJO) and scientifically coordinated by Poli.design—Politecnico di Milano, this competition isn’t your typical design challenge. It’s a call to arms for startups and students from 10 global universities to rethink how jewelry is made, sold, and consumed. The goal? To slash the environmental footprint of an industry often criticized for its resource-heavy practices. And this is the part most people miss: It’s not just about using recycled metals or lab-grown gems—it’s about reimagining the entire lifecycle of a piece of jewelry, from production to packaging to retail.
Marie-Claire Daveu, Kering’s Chief Sustainability and Institutional Affairs Officer, put it best: ‘The success of the first edition showed us the incredible passion emerging leaders have for driving change in sustainable jewelry.’ This year, the competition builds on its ‘Second Chance, First Choice’ theme, challenging participants to see waste not as a problem, but as a resource. Students are tasked with designing jewelry that transforms discarded materials into something beautiful, while startups are invited to submit existing products, technologies, or services that align with this vision. Think AI-driven design tools, eco-friendly packaging, or retail innovations that minimize waste—the possibilities are as endless as they are exciting.
But let’s not sugarcoat it: The jewelry industry has a long way to go. From mining practices to carbon-intensive manufacturing, the challenges are immense. Is it enough to innovate within the system, or do we need a complete overhaul? That’s the question this competition subtly invites us to ponder.
Finalists will present their projects during Paris Couture Week in July, where a jury will decide who takes home the top honors. The winning startup will receive mentorship from Poli.design, while the top student will land an internship at one of Kering’s iconic jewelry houses—Boucheron, Pomellato, Dodo, or Qeelin. Talk about a career-launching opportunity!
Last year’s winners set the bar high. Lee Min Seo, a student from Hongik University in South Korea, and Chinese brand Ianyan, known for their stunning use of fractured opals and unconventional stones, took home the prize at the JCK Las Vegas trade show. Their success proves that sustainability and creativity aren’t mutually exclusive—they’re two sides of the same coin.
So, here’s the big question: Can jewelry ever be both luxurious and sustainable, or is that just a glittering illusion? Share your thoughts in the comments—let’s spark a conversation that’s as bold and transformative as the competition itself.
