Let’s be real: the days of “playing it safe” with a basic watch and a wedding band are dead and buried. In a world that’s louder and prouder than ever, your style needs to speak before you even open your mouth. For BERML, that attitude began with a chance encounter at a secret underground party, where founders Brad and Evert first met long before social media made connections instant and disposable. More than twenty years later, that unlikely partnership has evolved into a men’s jewelry brand determined to shake up the rules with its bold CORE collection.
In a spicy new partnership with GayWoof, BERML is stripping things down to the essentials with its CORE collection. It isn't just jewelry; it’s a high-voltage jolt to your wardrobe. We’re talking about chokers, necklaces, bracelets, and cuffs designed for the man who wants to up his game, stand out from the pack, and maybe cause a little bit of trouble along the way.
A Chance Encounter, A Secret Party, and a 20-Year Spark
The story of BERML didn't start in a boardroom; it started on a dance floor. Founders Brad and Evert met in the era before the instant, disposable connections of social media—back when chance encounters actually meant something. Their friendship ignited at a secret underground party, drawn together by an eclectic crowd and thumping beats.
Though they lost touch after that fateful night, the universe intervened weeks later to reunite them through a mutual friend. For over 20 years, they’ve been inseparable companions, a "yin and yang" creative partnership that has weathered every storm. Their backgrounds couldn't be more different: Evert was raised in a conservative Afrikaner family in South Africa, eventually finding his way into the family diamond business, while Brad was a nomad who grew up everywhere from gold mines to beach towns, ditching a path in medicine to follow his artistic calling in film and TV.
The Birth of a Disruptor and a New Global Vision
The spark for BERML came from a shared desire to flip the script on the "stuffy" luxury jewelry establishment. It took a minor health crisis for Brad to realize he needed to flex his creative muscles again, and the pair vowed to turn their vision into reality. It wasn't a sprint; it was a marathon of endless nights huddled over computers and spirited debates that Brad jokes "nearly cost them their limbs."
But the team didn't stop at two. BERML has since been joined by Luis, originally from Cuba, who has become instrumental in the brand's evolution. Luis brings a fresh, vibrant perspective and a keen eye for product photography that captures the raw, sexy energy of the collection. More than just a creative force, Luis is the driving engine behind BERML’s strategic expansion into Latin America, ensuring the brand’s irreverent style translates across borders.
Accessible, Quality, Unapologetic
BERML is built on "affordable luxury." It’s for the man who values craftsmanship but refuses to take himself too seriously. Whether you’re sweating it out at the club or commanding a boardroom, these pieces are designed to be your signature.
With Brad’s artistic eye, Evert’s industry expertise, and Luis’s global vision, BERML is on a mission to emerge as the premier men’s jewelry brand across the Americas. If you’re ready to stop blending into the background and start turning heads, it’s time to get to the CORE of the matter.
Explore the CORE collection by BERML. Because life is too short to wear boring jewelry, and you’re far too interesting to stay invisible.
