The activity of gold has records since ancient Egypt and is traditionally a family activity, passed from father to son and chief technical activity of the jewelry industry. However, this reality is changing and in Brazil there are currently some technical courses for the teaching of the craft. This movement stems largely from the difficulty that companies face in recruiting and retaining these professionals. Differently than they did in previous decades, when there was interest and identification of young people to follow the profession of their parents and grandparents, now are rare cases in which the profession of goldsmith passes from generation to generation, so that each professional is increasingly scarce in the market. The perception of difficulty in attracting and retaining these professionals led to the realization of this dissertation, which sought to identify the values of these professionals and to compare these values between different generations in the profession today. For this, a search was conducted with a group of thirty industry professionals with a closed questionnaire, and later semistructured, exploratory, with sixteen different generations of professional and technical levels, to identify their values and motivations. Once identified the values, they were classified and compared across generations and analyzed in light of the literature on these subjects. Based on the results was suggested actions and policies that can assist in retention and motivation of these professionals.