Prada Launches Its First Collection In Fine Jewelry With The Sustainable Eternal Gold Collection

Prada has traditionally been associated with ultimate luxury. For the first ime in its 109 – year history, the Italian brand is making its way into fine jewelry, providing high fashion enthusiasts with even more to cherish.

The 48 – piece Eternal Gold line is the vision of Miuccia Prada and her senior creative director, Raf Simons, and is supervised by Timothy Iwata, a former Cartier global innovation officer who joined the brand last year. The designs, whether it’s the classic Prada logo pendant or a heart-shaped charm, are exclusively created from recycled gold, reflecting the industry’s transition to a more responsible manufacturing cycle.

‘We couldn’t just jump in and do a jewelry collection like other brands – we had to think about how we could be disruptive’’, The New York Times quoted Prada’s head of corporate social responsibility, Lorenzo Bertelli.

According to the Prada website: ‘The collection proposes a foundation of neo-classics, everlasting pieces. Archetypes are examined, delineated, and reiterated, the collection is comprised of eternal shapes with constant resonance. Snake bracelets, heart motifs, chain necklaces, ribbon chokers – defining shapes and forms of fine jewelry, they are also signs and signifiers of affection and love. Gold is the focus – truly eternal, an ancient material timeless and constantly cherished, it is used in its true form and color, an honesty of metal that reflects the transparency of Prada’s supply chains’’.

Each piece comes with an authenticity certificate that explains how the gold was obtained, which might be anything from an old iPhone to abandoned jewelry. It took Prada three years to build this sustainable supply chain, but the label believes, it will pay off by attracting environmentally aware customers and establishing itself as an industry leader in the field.

It comes after Bertelli – the son of Prada and Patrizio Bertelli, transformed its signature nylon apparel and accessories, including Gen Z – approved backpacks to recyclable material.

‘’We all know that luxury brands are not just felling products’’, Iwata added. ‘We’re selling a culture, and we have cultural influence’.

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