fabulous image credits @prada
Prada launched their first fine jewellery earlier in October, but as it coincided with my birthday, I totally missed it. Malheur!
Why am I writing about it today? Firstly because it’s one of many luxury fashion houses to hop onto the fine jewellery bandwagon. The sector’s faring better than ready-to-wear given the nature of its precious components and the fact that even in difficult times, gifting remains a key driver for sales.
The second reason you should pay attention is that the Italian luxury brand has chosen to create a collection made entirely of Certified Recycled Gold, partnering with the Aura Blockchain Consortium to provide a certificate of provenance in a chip that will serve as proof of authenticity.
Finally, and this is very personal of course, I love the campaign. And while the bolder pieces aren’t my thing, the collection as a whole looks very strong. Very giftable indeed. Read more about it here or discover the collection on their website.