The World Jewellery Confederation (CIBJO) and Kering Group have announced an innovative international contest aimed at transforming the jewelry industry’s approach to sustainability. The “Kering Generation Award X Jewelry,” is managed by Poli. Design, a consortium of Italy’s renowned Politecnico di Milano, challenges emerging talent to redefine waste through creative reuse.
Reimagining Waste: “Second Chance, First Choice”
This year’s theme, “Second Chance, First Choice,” invites students and start-ups to design jewellery from discarded materials, elevating waste into valuable creations. The goal is to inspire fresh perspectives on sustainability while showcasing the creative potential of repurposed resources. Participants will craft single pieces or collections that highlight how creativity can transform waste into beauty and value.
CIBJO President Gaetano Cavalieri underscored the project’s impact: “This initiative not only promotes innovation among emerging designers but also reinforces the industry’s commitment to sustainability, proving that beauty can align with responsibility.”
A Global Platform for Talent
The contest will draw participants from 10 prestigious universities and academies worldwide, alongside start-ups that are pioneering sustainable practices in jewellery. Academic participants will receive mentorship to refine their ideas, while start-ups will present their unique innovations. Each institution will contribute at least three projects, ensuring a diversity of ideas.
The finalists—two from the student category and two from start-ups—will be unveiled at the JCK Show in Las Vegas in June 2025, providing a global stage for their creations.
Professor Alba Cappellieri, Head of Jewellery at Politecnico di Milano and the scientific coordinator of the awards, called the initiative a celebration of creativity and sustainability. “By connecting talents globally, we’re shaping a future where design and ethics go hand in hand,” she said.
Marie-Claire Daveu, Kering’s Chief Sustainability and Institutional Affairs Officer, emphasized the contest’s forward-thinking approach: “This award reflects Kering’s commitment to pushing the boundaries of sustainable innovation. It’s an opportunity to foster ideas that redefine craftsmanship with environmental consciousness.”
A Continuing Legacy of Innovation
First launched in 2018, the Kering Generation Award has supported sustainability-focused initiatives in regions such as China, Japan, and Saudi Arabia. Expanding the award to jewellery reflects its growing importance in addressing environmental challenges and embracing circular design.
As the jewellery industry evolves, the “Kering Generation Award X Jewelry” sets a compelling example of how luxury brands and institutions can drive meaningful change. By blending artistry with sustainability, the initiative opens a new chapter for creativity and environmental stewardship.
