Today marks the launch of Prada’s Fine Jewelry line. As with most everything the brand does, the Eternal Gold collection isn’t as straightforward as it seems.
Prada’s twist on the category harnesses the power of sustainability, a longtime buzzword in the jewelry industry that has been hard to track. The clean and sculptural gold pieces—some with pavé diamonds—are made entirely of Certified Recycled Gold and are traceable through a chip embedded in each piece, a new concept in the fine jewelry space. The chip, logged on the Aura Consortium Blockchain, will serve to prove authenticity as the pieces are passed down through the generations. (The diamonds too follow strict standards that are traceable from source to store.)
The chunky gold pieces embody the minimal Prada aesthetic , while the triangle shapes that are found in some form on every piece are synonymous with the Italian house’s super-recognizable logo. The line, which took 14 months to develop, includes pieces for all genders. Its launch signals the increased importance of the category of fine jewelry for luxury companies, but it’s a natural evolution for Prada, Miuccia Prada being a lover of jewelry, with an envy-inducing collection of her own.
The bolder pieces in the new collection can be purchased by special order in store, with the rest available to buy in person or through the brand’s website.