Kering expands its Sustainability Awards to the jewelry sector, championing innovation and responsible design.
Kering has unveiled its latest initiative aimed at reshaping the jewelry industry through sustainability. Partnering with CIBJO, the World Jewellery Confederation, and Poli.Design at Politecnico di Milano, Kering announced the launch of the “Kering Generation Award X Jewelry.” This new iteration of the award targets students and start-ups, challenging them to redefine waste as a resource in jewelry design. Kering’s jewelry labels include Boucheron, Pomellato, DoDo, and Qeelin.
The “Kering Generation Award X Jewelry” is designed to identify and support creative talents who excel in sustainable practices within the jewelry sector. By fostering a global community of innovators, Kering aims to promote impactful change and advance responsible craftsmanship. The contest, centered around the theme “Second Chance, First Choice,” emphasizes transforming discarded materials into high-value jewelry pieces.
“Extending our Kering Generation Awards to jewelry is a pivotal moment in our commitment to advancing sustainability and innovation in the jewelry industry,” Marie-Claire Daveu, Kering’s Chief Sustainability and Institutional Affairs Officer, said in a statement, noting the awards are designed to recognize and support those “pushing the boundaries of what’s possible in sustainable jewelry.”
The competition will involve students from ten universities and academies known for focusing on jewelry and sustainability, alongside start-ups already engaged in the jewelry sector. Participating institutions are required to submit at least three projects, which students will develop with guidance from local professors. Concurrently, start-ups will present their groundbreaking innovations.
The award process will culminate in June 2025, when four finalists — two from the student category and two from the start-up category — will showcase their projects at JCK, one of the most significant jewelry trade events globally. The competition not only highlights creative reuse but also sets the stage for emerging talents to challenge traditional notions of waste within the industry.
“This initiative challenges the traditional concept of waste by exploring the potential of creative reuse,” Kering stated, highlighting the transformative approach participants are encouraged to adopt.
Professor Alba Cappellieri, Head of Jewelry at Politecnico di Milano and the scientific coordinator of the awards, emphasized the program’s alignment with ethics and aesthetics. “’Kering Generation Award X Jewelry’ 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,” she said.
Poli.Design, part of Politecnico di Milano, plays a central role in the initiative, providing scientific coordination and leveraging its expertise in sustainable design. Recognized as one of the world’s leading institutions in engineering, architecture, and design, Poli.Design fosters interdisciplinary collaboration and innovation. Through its partnership with Kering, the university aims to inspire the next generation of designers to contribute to a sustainable future.
A track record of sustainability
Kering’s sustainability awards trace their origins to 2017, when the company partnered with the “Plug and Play – Fashion for Good” accelerator to champion innovative and eco-friendly materials. In subsequent years, Kering expanded its awards to China, Japan, and Saudi Arabia, each time focusing on fostering start-ups with a positive environmental and social impact.
In 2022, Boucheron introduced a collection crafted using Cofalit, a material derived from asbestos that has been treated to neutralize its hazardous properties. In 2021, Kering launched the Watch and Jewellery Initiative 2030 — a collaborative effort in partnership with Cartier.
Last year, Kering committed to reducing its absolute greenhouse gas emissions by 40 percent by 2035, using a 2021 baseline. This target covers scopes 1, 2, and 3 of the greenhouse gas protocol, reflecting the company’s dedication to decarbonizing its business. Additionally, the company has established the Kering Standards, which provide environmental and social requirements to guide its brands and suppliers toward achieving the 2025 sustainability targets.
Last month, Kering became the first fashion company to adopt science-based targets for nature, following a year-long pilot with the Science Based Targets Network (SBTN). This commitment includes specific environmental goals and public disclosure of progress, marking a significant step in addressing biodiversity loss.
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