When +Beryll designer Sigmar Berg coined the phrase “Worn by Good People,” it came from a pure place. A place so pure in fact, that it involved many of his dear friends.
At the time +Beryll was born, the famed flamenco dancer Joaquin Cortés and Berg crossed paths at a fundraiser for UNICEF. Born in Spain, Cortés studied dance and became a member of Spain’s prestigious national ballet company. Later he formed the Joaquín Cortés Flamenco Ballet company, launched his first international tour, and soon became world-famous.
Berg had the idea to feature Cortes and many other “good” friends including Harvey Keitel, Nicole Kidman, Isabella Rosellini, Sarah Jessica Parker, Enrique Iglesias, Claudia Schiffer, Susan Sarandon, Joaquin Cortes, Robbie Williams, Phil Collins, Antonio Banderas, and many more in the first +Beryll campaign. Photographs of the stars were taken of their noses only to promote a pair of “pink view” sunglasses by +Beryll which were sold to raise funds for the UNICEF cause.
Worn by Good People, from then on, became the phrase associated with the +Beryll brand. When you think about “good people”, it has 2 meanings. Goodness is expressed by designs that are not necessarily for the “Mother Theresa good” , but all the “good people” like artist, actors, musicians, athletes and specially local heroes that day-in/day-out do good right at home.
To be GOOD is to be skilled, and also kind.
One of the first big billboards from the campaign is still hanging in the +Beryll studio in Los Angeles.
The Worn By Good People slogan is printed on every +Beryll photo and product around the world.