VIERI – fine jewellery with responsibility

We could not be more excited to announce that the sustainable fine-jewellery brand VIERI is the latest #PushJEWELLERY client.

Fine jewellery with responsibility – that’s what the Berlin-based label stands for. VIERI designs handcrafted jewellery made of ethically sourced and recycled gold and promotes better working conditions in mining all over the world.

VIERI La Grande Bellezza 08

VIERI believes that fine jewellery and responsible business practice cannot exist without each other. Driven by the desire to create a positive impact in every aspect of the company, Guya Merkle, founder and creative director of the brand, made this her mission, as she took on the family business.

“Not all that glitters is gold.” In 2007, Guya could not have imgined that this wisdom would become her motto. After the sudden death of her father, the German with Italian-Belgian roots became the managing director and creative director of VIERI, the high-end jewellery company that had been founded by her grandfather in 1939.

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For Guya it was clear that she would work in the social sector, but her destiny had other plans in store for her. She studied at the Gemological Institute of America to learn everything about manufacturing and the jewellery business. But until the end, she was concerned with the decisive question under which conditions gold is actually mines.

She decided that the brand would not continue working like this anymore. She stopped supplying other companies and decided to use only ethically sourced and recycled gold for her collections. To make her work a standard, the entrepreneur also founded the Earthbeat Foundation – a foundation that works for better working conditions and alternative income solutions for gold miners – as she firmly believes in the principle that luxury and sustainability must go hand in hand.

Guya Merkle - The managing and creative director of VIERI

GUYA MERKLE – The managing and creative director of VIERI

The sources of inspiration for her creations she finds in the roles women take on in the modern world. Eager to portray every facet of the contemporary woman, VIERI celebrates the diversity, drive, accomplishments and positivity of women. Every aspect of the woman is mirrored in her collection, suited for every occasion, every moment, every emotion and feeling at hand.

For any press and media enquiries email Becky Güth on becky@pushpr.co.uk.

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