VIERI is activism with a dose of dolce vita: the fine jewelery label with Italian roots by jewelery designer Guya Merkle combines luxury, ethics and sustainability in high-quality real jewelery made from recycled gold.
origins
As early as the late 1930s, Guya’s grandfather, Rudolf Merkle, founded the jewelry wholesale company Rudolf Merkle in Pforzheim. Inspired by his elegant wife, the Italian Eva Gaietta, the Merkle company sold elegant and at the same time fashionable pieces of jewellery. After the death of her grandfather, her father Eddy Vieri Merkle took over the company in 1965.
Guya’s love of jewelry began early in her childhood when she was allowed to play with all the precious gems in her father’s safe. After his sudden death in 2007, she took over the family business at the age of just 21.
evolution
To deepen the knowledge she had acquired over the years, Guya studied Jewelery Essentials in London and visited a small mining community in the middle of the Andes in Peru. Touched by the inhumane and environmentally disrespectful circumstances that prevailed in the gold mines, she founded the Earthbeat Foundation in 2012, which is committed to fair and sustainable gold mining all over the world. The jewelery company VIERI Fine Jewelery followed in 2015.
The label celebrates the Italian joie de vivre as well as the versatility, ambition and achievements of women. “My mission: To run a company that produces responsibly, acts sustainably and with its products ensures more joie de vivre, enjoyment and sensuality. Because luxury and sustainability are not mutually exclusive, they are even interdependent,” says founder Guya Merkle on the brand’s website.
Current
Today, VIERI stands for feminine designs with a twist and actively contributes to a sustainable jewelry industry. The heart of the VIERI collection is the brand’s iconic cloud design.
The products of the Berlin label are available both in the official webshop www.vieri.com and from a number of international retailers.