„What is true luxury? Shouldn’t a luxury product have a positive effect on everyone who comes into contact with it?“
Guya Merkle took over the management of the company in 2007, following her father’s sudden death. Today, VIERI uses only ethically sourced gold. During travels to Peru, Guya met workers at several gold mines and discovered that they were permanently exposed to toxic materials without being aware of it. The experience had a profound effect on her and redefined her thinking of true luxury. By establishing long-term partnerships with gold mines and producers, the company is able to guarantee complete transparency.
VIERI manufactures three product lines. The fine jewellery collection, VIERI fine jewellery combines the aesthetic heritage of the brand with a contemporary signature.
The second line, VIERI Haute Joaillerie, is a tribute to the family that founded the company, manufacturing one of kind pieces only. Each style is unique and has been created with a great deal of attention to detail.
The third line, VIERI Artist, is the result of liaisons with both young and established designers from various creative industries, from jewellery and fashion to architecture and art.
Today the German-Swiss brand has offices in Zurich and Berlin, combining the best of Berlin’s urban creativity and refilling new energy at the lake Zurich.
VIERI’s mission is to create precious jewellery that holds a special value for anyone who encounters it. In addition to its in-house products, the company works with talented contemporary designers to create the unique VIERI collections. VIERI provides a platform for artistic ventures wherever Haute Joaillerie, creativity and ethically sourced materials define new standards in meaningful luxury. VIERI believes that responsible behaviour and luxury are inseparably linked, and that this relationship helps to define the new vision of luxury.
Every piece of jewellery from VIERI is made with respect for people and the environment, and has maximum impact on the well-being of people who experience it.
VIERI is a highly service-oriented company and aims for maximum transparency. This means customers are able to make purchase decisions in total awareness. We appreciate our talented employees and encourage honest partnerships. VIERI is committed to supporting projects that will encourage change in the jewellery industry.
A jewel’s true beauty is indicated not by aesthetic standards alone, but also by its ethical quality.
In recent years, the demand for gold has risen dramatically in line with higher prices. This development has attracted more and more people into the labour-intensive, small-scale mining industry. The miners work under conditions that are frequently hazardous or potentially lethal, often in countries that are politically and economically unstable. They are exposed to dangerous levels of the highly toxic mercury and cyanide used in gold extraction, but despite major efforts to reduce pollution, very little has been done to protect people and the environment. The damage to health caused by exposure is severe, but few miners are aware of the risks.
An estimated 20 million people worldwide are engaged in the small- scale mining industry, which accounts for a quarter of the demand from gold jewellery manufacturers. The remaining three-quarters is supplied by large-scale mining operations that mainly use industrial machinery. Approximately 100 million people depend on small-scale mining for their livelihood, and in many countries child labour is common.
In recent years, there have been a number of initiatives to form networks and organise campaigns that have paved the way to more responsible gold mining. The movement is still in its infancy, however, and the gold supply chain is long and complicated. At this moment, there is no globally recognised certification system to guarantee that the jewellery customers buy has been ethically and sustainably produced.
In 2012, Guya Merkle launched the earthbeat foundation for responsible gold mining. The foundation aims to promote a fundamental change in the jewellery industry through improved education, partnerships and the support of existing programmes.
VIERI is one of the first high-end jewellery companies to work exclusively with ethically sourced gold. By establishing long-term partnerships with gold mines and producers, the company is able to guarantee complete transparency. The entire supply chain is now traceable, which means customers can obtain details about the origin of every single piece of jewellery and every stage in its manufacture.
Guya Merkle took over management of the company in 2007, following her father’s sudden death.
While other kids were playing with their Lego sets, Guya Merkle was already creating landscapes made of precious stones and gold. The things that symbolize the highest form of material luxury for many were part of Guya’s everyday life as a child. When her father died suddenly in 2007, she was 21 years old, studying communications and marketing at the Potsdam Business School, and working at betterplace.org, an online fundraising platform. For the first time ever, she asked herself at that point whether she could imagine a career in the world of Haute Joaillerie.
She established the earthbeat foundation, for ethical gold sourcing.
Guya met workers at several gold mines and discovered that they were permanently exposed to toxic materials without being aware of it. The experience had a profound effect on her and redefined her thinking on true luxury.
As a result, she established the earthbeat foundation, an organisation that stands for ethical gold sourcing. VIERI also became a member of the Responsible Jewellery Council, an international non-profit organisation that has developed a special certification system for the jewellery industry.
The Clouds Collection was inspired by the aerial and ethereal elements in our lives. It is an attempt to embody the thoughts of countless generations of women, to capture their ideas, dreams and desires, and to convey them to a mysterious, unknown world beyond our understanding. Millions of cloud shapes accompany us as visual forms.
We see, feel, touch and smell clouds and all their closest relations. We live out our lives beneath skies with clouds. We know that everything combustible is converted into some form of smoke. We taste airy, bubbly structures in our food, and jump into soft, fluffy beds or ocean foam.
Asian cultures have based entire philosophies and extensive symbolism on white forms, created both naturally and artificially. We appreciate being so closely related to a phenomenon that transmutes so readily into an infinite variety of shapes and colours.
The collection is composed of gold, diamonds, rainbow quartz and precious stones. The stones are strategically positioned on a gold base that shines here and there like the sun through clouds, binding them together and giving them a golden lining. Gemstones and diamonds are placed, almost star-like, to fill the spaces in between.
The transformation of stone into gold was the foremost goal of dark age alchemist practice. The search for the precious metal had priority as the running of small empires was costly. But why gold? What united people as far flung as the Aztecs, the Mogul rulers, the Ashanti and European princes? Why did everybody agree that this yellow metal is the base for commerce, the exchange of goods and the epitome of beauty?
There seems to be an inherent quality underneath the shiny surface, a certain warmth that permeates the hard airfoil and lends depth to beauty, a quiet magic. When Guya Merkle took over VIERI in 2012 she decided to engage in a different kind of alchemy, one that transforms gold back to its true self and liberate its beautiful qualities from its tainted origins. Only gold that is ethically sourced and mined reveals its true beauty.
The collaboration of VIERI and Monica Bonvincini celebrates the first steps on the long journey to an understanding what true luxury means in a globalised 21st century. Sustainable beauty should define the way we adorn our bodies and jewellery should reflect who we are in a holistic approach. We regard the artistic practice of Monica Bonvicini, its underlining earnest humour and subversive questioning of seemingly clear boundaries, its undermining of gender stereotypes and re-casting of form, as a contemporary alchemic process of transformation and empowerment.
A transformation that leads to the designs and forms of the VIERIxMonica Bonvicini collection, reflecting true beauty and the mission of the earthbeat foundation to find ways to produce sustainable and ethically mined gold.
Respect the beautiful — For lovers of beautiful things. This collection is dedicated to a positive vision of gold mining and working communities in the small-scale mining sector. 10% of the bracelet’s retail price will be donated to the Happy Mine project. It intends to bring an alternative mission and income for the women, the children and the whole community.
Happy Mine aims to add value to the gold and to set up a design and jewelry-making school in the fields of Busia, Uganda. The earthbeat foundation. The Respect the beautiful bracelet is available in yellow, pink, and white gold. Produced with exclusively fair trade gold from the Sotrami Fair Trade Gold Mine in Peru.Play Video
For press Inquiries please contact:
Potsdamer Strasse 93
10785 Berlin, Germany
Phone: +49 (0)30 288 79 000
2 Haji Zeynalabdin Taghiyev St
Wagner Preziosen Berlin
Clemens Ritter von Wagner
Ventana Contemporary Ibiza
Calle Canaria 35, Edificio 3, 2ª planta
754 5th Ave New York
New York, NY 10019
Publisher: VIERI Haute Joaillerie SA,
Vulkanplatz 27, 8048 Zürich, Switzerland
President: Guya Merkle
Legal domicile: Zürich
Commercial registry: CH-626.3.004.275-1
Bank details: VIERI Haute Joaillerie SA
Credit Suisse AG, 8070 Zürich
IBAN: CH49 0483 5128 3789 6100 2
Web design, programming and graphic support
Copyright: All rights reserved. The contents of this website are protected by copyright.
Liability disclaimer: VIERI HAUTE JOAILLERIE SA does not assume any responsibility for the contents of any internet pages which are linked directly or indirectly to our website. earthbeat solutions foundation assumes no liability for the relevance, accuracy or completeness of the information on this website. The contents may be altered at any time without notice. Registered trademarks, brand names and product names are used on the websites of VIERI HAUTE JOAILLERIE SA, to which the relevant protective clauses apply, even if they are not identified as such. They may not be distributed or copied for commercial purposes, nor modified or used on third-party websites. Some websites also contain images that are subject to the copyright rights of their providers.