Luxury fashion house Prada has launched its first sustainable high-end jewelry line, Eternal Gold. It was a momentous launch as the brand was the first to use 100 percent certified recycled gold to create its jewelry collection. The press release states that “Prada’s luxury jewelry is an integral part of a sustainable practice that educates 21st century luxury, combined with time-honored artisanal techniques, precious stones and metals.”
In essence, fine jewelry collections were created with the future in mind as pieces are treated as heirlooms and passed down the generations. Taking this idea a step further, Prada reinterpreted what the word “eternal” means in today’s context and concluded that sustainability should be the cornerstone of opening a fine jewelry line.
The brand was a A leader in sustainability It has a “widespread commitment to informed and responsible practices across every aspect of its business”. One example is Prada’s switch from using virgin nylon to regenerated nylon, which it calls “Re-Nylon,” made by recycling unwanted plastic found in landfills and oceans. This innovative material made its way to the main market in 2019 as part of Prada’s small range of bags before appearing on the brand’s runway, ready-to-wear, accessories, and footwear.
To reinforce Prada’s commitment to sustainability, it has ensured that the gold used for pure gold meets the requirements of the “chain of custody” set forth by the Council for Responsible Jewelery. Every step of jewelry production can be checked and traced; This is a feat that no luxury jeweler and luxury brand can confidently declare.
“Prada’s recycled gold is drawn only from qualified recycled material sources, in compliance with due diligence – including industrial gold and post-consumer valuables,” the brand said in the accompanying press release. Prada cooperates exclusively with suppliers of precious metals and gemstones that meet the highest industry standards in terms of human rights, labor safety, environmental impact and business ethics.
Records of this verification are stored in a file Aura Consortium Blockchain Platform, which is also joined by Prada and other luxury conglomerates such as LVMH, Richemont, OTB Group and Mercedes-Benz. Taking advantage of the growing importance and usefulness of blockchain technology as a solution to many of the world’s problems, today’s conscious consumers can turn to the aforementioned platform to verify the authenticity of jewelry and trace its provenance.
While Prada can only be achieved with stones of 0.5 carats or more, it expands the idea, for the first time, to diamonds of all sizes. Every stage of a diamond’s existence can be traced, from mining to cutting, setting and polishing. Moreover, the decline in new gold mining benefits the environment and human rights.
For the first collection, Prada continues its focus on creating “luxury things” that embrace the highest level of Italian craftsmanship combined with precious materials. Since then, its unique heritage has become a timeless fashion statement that now carries over into the world of luxury jewelry in the shape of the Prada triangle – “a strong silhouette and universal shape that has become synonymous with Prada”.
Shown as earrings, necklaces, buckle closure, head and tail of the snake bracelet, the set is filled with paradise. Elsewhere, the triangle takes on a subtle shape on the rings of a chain of heart necklaces. The brand started this project about two years ago after it was announced during the group’s financial market day in November 2021. From now on, Prada is also looking to launch its own collection of fine jewelry in the future.
The collection will be available online in select countries from October 17, 2022.
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