The article discusses the use of generative design algorithms in the design of jewelry. The main design stages using generative design techniques are listed. It is shown that the rules and principles of the golden section can be used as the basis for design requirements when using the algorithmic tools of the Grasshopper plugin, since they are described by mathematical formulas. On the example of specific jewelry, which is made according to the generally accepted industrial technology for manufacturing jewelry, the possibility of using algorithmic tools is shown.