French luxury leader Kering has expanded its Generation Award—originally launched in 2018 for fashion—to the jewelry sector. This new initiative, Generation Award X Jewelry, celebrates innovation and sustainability, inviting students and startups to reimagine the industry.
The Competition: “Second Chance, First Choice”
Partnering with CIBJO (the World Jewellery Confederation), Kering’s inaugural jewelry competition encourages participants to transform waste into wearable art. Entrants can submit a single piece or a full collection made from discarded materials.
Who Can Participate?
The contest is open to:
- Startups already active in jewelry.
- Students from 10 top global universities and academies offering jewelry and sustainability courses.
Kering is collaborating with its premier brands—Boucheron, Pomellato, and Qeelin—alongside Politecnico di Milano, Italy’s largest technical university, to host the event.
The Road to Las Vegas
Four finalists, two from the student category and two from startups, will showcase their projects at the 2025 JCK Show in Las Vegas. Schools must submit at least three student projects mentored by professors, while startups will present their own innovations.
A Vision for the Future
“This expansion of the Generation Award to jewelry is a pivotal moment for sustainability in our industry,” says Marie-Claire Daveu, Kering’s chief sustainability and institutional affairs officer. “By uniting universities, startups, and future leaders, we aim to recognize those redefining craftsmanship, technology, and environmental consciousness.”
Kering’s initiative sets a new benchmark for fostering transformative ideas that blend creativity with sustainability in the jewelry world.