Vieri Fine Jewelry: A new era of family heritage

VIERI Fine Jewelry is based in Berlin and was founded by Guya Vieri in 2015. As the granddaughter of Rudolf Merkle, owner of a jewelry wholesale company founded in 1930s, and Eddy Vieri, who took over the business at 17, she grew up in the jewelry industry - and she herself took the company over in 2007.
Since then, Guya has re-shaped the family business completely. She travelled to a small mining community in Peru that changed everything. What she found there led her to found the Earthbeat Foundation in 2012 and VIERI Fine Jewelry in 2015, built entirely around recycled gold and a commitment to making a genuine difference to the gold industry. VIERI donates 50% of its profits to the Earthbeat Foundation.

Vieri Fine Jewelry Vieri Fine Jewelry

The opening edit

We have known Guya of Vieri for years through CPHFW. She built on her family's business her own way, now genuinely sought-after in Germany.

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VIERI works exclusively in recycled gold sourced through C.HAFNER, which is almost entirely from urban mining, meaning gold recovered from secondary sources such as electronic waste rather than extracted from the earth. Fair trade gemstones are sourced from transparent, responsible mines: sapphires from Sri Lanka through partner Ceylons Munich, hand-picked for colour and purity; quartz stones cut in Idar-Oberstein; and vintage stones from the Merkle family's nearly 100-year heritage, reprocessed and reinterpreted in new designs.

Production is split between Berlin and Córdoba, Spain, with long-standing relationships with goldsmiths ensuring both quality and the ability to accommodate individual commissions.

Guya Vieri grew up inside a jewelry family, but she didn’t particularly ever feel particularly connected to the craft - until circumstances forced her hand and curiosity did the rest.

After the traditional family business failed following her father's death, she studied Jewelry Essentials in London before a private trip to a gold mining community in Peru brought the decisive moment of clarity. The visit gave her the conviction that became VIERI: a jewelry brand that would oppose conventional gold mining and prove that true luxury and genuine responsibility are the same thing. In 2012 she founded the Earthbeat Foundation, a non-profit dedicated to a sustainable future for gold as a material. In 2019 she established the annual World Gold Day, a global initiative to raise awareness about gold sourcing. She chose the name VIERI deliberately, her roots, she says, are part of her own history.

We see this not only as our responsibility, but as the true definition of luxury

Guya VieriOwner & Founder

Sustainability is one of the core principles at Vieri. We've worked with Guya at our CPHFW exhibitions for years now, and know her well — she's passionate, and genuinely skilled in her craft. Vieri is a family business she chose to carry forward in her own way, and it's proven to be exactly right: the German brand has become a sought-after name in its own right, with Guya continuing to build and expand the whole identity.

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Vieri crafts its pieces from ethical, recycled gold and ethically sourced gemstones and diamonds. Under Guya Merkle, the heritage label refocused a full 360 degrees towards sustainability and ethical production.