"Boryana Straubel calls recycled gold a way to clean up electronic waste — and a canny investment."
THE FUTURE OF JEWELRY IS HERE
Generation customers are smart. Our jewelry is crafted from investment grade 24 karat gold, platinum & silver. Over the last two decades gold outperformed the S&P500, the US dollar, and in Emerging Markets.
Generation customers drive positive change. We use recycled gold that saves 99% of the environmental impact. The purest metals possible. 100% circular.
Generation customers know more. They wear the story of their jewelry proudly, as some of the wealthiest people on the planet do. Most people will tell you that gold is soft but we wear our 24k pieces daily, the same way people have done for centuries. Over time the gold will acquire fine scratches: an even 24k signature finish. We find that gorgeous.
Make it yours. Let it shine.

JOIN OUR MISSION
Your recycled jewelry can reduce the fashion industry
carbon footprint by 2%.
We strive to delight you.
You will feel our commitment to quality and craftsmanship with every piece you wear.
Why Generation?

IT'S NOT JEWELRY, 24K IS AN EXPERIENCE.




"True love is buying yourself a timeless 24 karat piece of jewelry." - Amanda
"Once you experience what 24K feels like, everything else will pale in comparison." - Ron
"This is the future of jewelry." - Steve
"I love my 24 karat pieces. I can dress them up or down. They go with any outfit and always feel right." - Lila
"Generation jewelry is a true game changer. I was smitten the moment I felt the 24 karat weight in my hand. " - Elizabeth
"Pure, timeless, zero carbon luxury." - Julie