Jewellery Talk with VIERI Ethical Fine Jewellery


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Ethical fine jewellery

Guya Merkle is 31 years old and the founder and designer of the German Ethical jewellery label VIERI. We met with the inspiring designer to hear more about her creations and her role as the founding board member of The Earthbeat Foundation

Why did you choose to become a jewellery designer?
I never wanted to work in jewellery, as my family did and I wanted to do something completely different. But after the sudden death of my father, I felt not just responsible for the company, but my family’s entire life work. It turned out that I was more connected than I thought I was. Consequently, I decided to go to London and study at the GIA. There my passion for jewellery design evolved. Especially creating beautiful ethical jewellery that at the same time is making a good and different impact on the world.

Describe the design DNA of VIERI?
I always find this one a tough one. I don’t have this classic red line in my designs. My sources of inspiration are women and especially the roles women take on in the modern world. And I am definitely inspired by my Italian roots. I love the Italian women -the femininity, the passion, the emotions. The grandezza – that is always mixed with a sense of spirit as well.

Shop the Golden Clouds Bracelet here.

What do you dream about?
Very classic: To live by the sea someday having a very special little space for family and friends. A little creative hub far away from everything stressful.

Guilty pleasures and crazy habit of an Ethical jewellery designer

Describe a perfect day for you?
It starts with sleeping longer than 6 am (I just became a mum). I love Sundays with my family. Having a cosy breakfast with a lot of candles on the table and some good music on. Going for a walk to meet some friends. Having a little me time while going to my Yoga lessons and at the end bringing my little one to bed and having a glass of wine with his dad on our lovely balcony. Very easy.

Do you have a crazy habit?
I literally lose every sunglass I have. I am quite chaotic!

What is your guilty pleasure?
Definitely shoes. Way too many shoes. Some of them I just buy to look at them – I love shoes!


Get the sustainable Golden Clouds rings.

What is your must-have jewellery?
Bangles. I just love Bangles. And the watch of my dad.

Do you have something you can’t live without?
My job and my family.

What would your occupation be if you weren’t a jewellery designer?
I would be an entrepreneur thinking of which social business could make this world a better place.


Shop the Golden Clouds ring and Tiny Clouds studs.

What is your biggest achievement in your jewellery career?
I would say, it is the connection to sustainable luxury. And to be known for that. That makes me very proud. And of course, that Emma Watson was wearing us.

What would you do if you won a million dollars?
I would buy this very special house at the sea and the rest would go into my foundation.


Buy the Golden Clouds earrings and the Golden Clouds ring.

See and shop all Vieri’s beautiful sustainable designs here.

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