Kering’s new jewellery award promotes waste as a valuable resource

For all the criticisms of fashion for being slow to act on sustainability, jewellery is even farther behind. Recognising this, Kering is expanding its Generation Award — originally launched in 2018 to advance innovation and sustainability in fashion — into the jewellery sector.

The aim is to support “visionary” talent to drive forward sustainable design and practices in jewellery making. The award is open to both students and startups; two of each will be selected as finalists to present to a jury chaired by Kering CEO François-Henri Pinault next June during the JCK Show in Las Vegas, one of the jewellery industry’s largest trade events.

The international contest will be spearheaded by Kering, its jewellery brands Boucheron, Pomellato and Qeelin in partnership with the World Jewellery Confederation (known as CIBJO), and with scientific expertise from Politecnico di Milano (Polytechnic University of Milan). The theme for the inaugural award is ‘Second Chance, First Choice’, calling on contestants to transform waste into value and beauty.