Mid Cloud 18K Gold Studs w. Milkey Quartz & Diamonds

Guya Vieri grew up inside a jewellery 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 Jewellery 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 jewellery 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.