How Prada’s Eternal Gold Collection Is Redefining Fine Jewelry

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Prada has been long considered a pioneer in the fashion industry; always innovating, rethinking, and challenging tradition. With the new 100% recycled gold fine jewelry collection, Eternal Gold, Prada is making sustainability paramount. It comes together for a collection so Prada and so intelligent—both in design and in ethics.

Eternal Gold utilizes gold extracted from objects like electronics or manufacturing scraps that have been melted down to create something new. Gold is thought to be an eternal element, and thus the the recycled life Prada gives the pieces renews that eternal quality. And of course, much like the gold combined from miscellaneous resources, the collection is melting together ethos and evergreen style.

Miuccia Prada set out to make the made-to-order collection as transparent as possible. Each step of Prada’s diamond production chain is verifiable and traceable using the blockchain—a concept just as innovative as Eternal Gold. According to Prada, this process is exclusive to the maison. It is safe to say that this is a collection comprised of the furthest thing from your mother’s typical family heirloom.

This conception hits the nail on the head of what the modern jewelry client is seeking. As consumers’ motives veer toward consciousness and environmental responsibility, Prada follows suit. “We live in this modern time where the idea of status is being challenged by this new system of values,” says Timothy Iwata, the brand’s jewelry director.

Iwata and the Prada family sought to rethink the meaning of jewelry as whole in conceptualizing Eternal Gold; putting aside traditional notions of heteronormativity and antiquated notions of love.

Eternal Gold is currently available in select stores worldwide and is available online at Prada as of October 17. Ten of the collection’s 48 pieces are available made-to-order, ranging in price from four figures to $60,000.

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