The first truly sustainable fine jewelry collection by a global luxury brand using 100% certified recycled gold

Prada presents Eternal Gold, the fine jewelry collection made of 100% certified recycled gold.

Pushing the boundaries of fine jewelry, Italian luxury brand Prada debuts ETERNAL GOLD, the first truly sustainable fine jewelry collection by a global luxury brand using 100% certified recycled gold. Prada fine jewelry is embedded in sustainable practice that informs twenty-first century luxury, alongside time-honored artisanal techniques and precious gems and metals.

For this collection, the Prada Group collaborates with key actors in the supply chain of precious metals and diamonds to drive radical transparency and real improvement to sustainable practices in the fine jewelry industry.

“Conscious and responsible, the debut of the Eternal Gold fine jewelry collection reflects Prada’s ongoing commitment to sustainability across every facet of its business, and a constant challenging of the conventions of modern luxury.” Lorenzo Bertelli, Prada Group Head of Corporate Social Responsibility.

Prada’s recycled gold is drawn only from eligible recycled material sources, in compliance with due diligence. 100 percent of the gold used in Prada fine jewelry is Certified Recycled Gold, meeting ‘Chain of Custody’ standards set by the Responsible Jewelry Council and demonstrates the conviction that it’s possible to create contemporary fine jewelry at scale with sustainability at the core.

The recycling process includes post-consumer precious objects and industrial gold such as scraps from jewelry manufacturing and gold recovered from obsolete electronic applicants. In this regard, the reduction of mining of new gold benefits both environments and human rights. In fact, Prada partners exclusively with suppliers of precious metal and stones who meet the highest industry standards concerning human rights, labor safety, environmental impact, and business ethics.

Every step of Prada’s responsible gold and diamond production chain is verifiable and traceable – something offered by no other fine jewelry or luxury fashion. Traceability of diamond origins is conventionally only possible with stones of 0.5 carat or larger. Prada expands it, for the first time, to diamonds of even the smallest size.

Partnering with Rubel & Ménasché and top-notch diamond suppliers, traceability is applied through the entire value-chain, from mining to cutting, setting and polishing. Records of this verification have been logged on the Aura Blockchain Consortium´s platform and can be accessed by customers who also will be able to verify the authenticity of their pieces.

ETERNAL GOLD collection combines technology to a fundamental responsible approach with sustainability at its core.

In Prada Eternal Gold campaign, photographed by David Sims, classic portraits are juxtaposed with reflections rendered in gold – gilded youths, as if transmogrifying sitters into jewels in and of themselves.