August 2024. This month, the award winning Icelandic jewellery brand AURUM by Guðbjörg marks the company’s landmark 25th Anniversary and the launch of their new flagship boutique in the heart of Reykjavik. Aurum are also unveiling a new jewellery collection ALVÖR to co-incide with the launch.
AURUM was co-founded in 1999 by Guðbjörg Kristín Ingvarsdóttir, head goldsmith and designer and her husband Karl Jóhann Jóhannsson MBA. The brand name itself stands for Ambition, Understanding, Responsibility, Unity and Mindfulness and during the last 24 years, AURUM is a company that has consistently demonstrated high standards of environmental responsibility, community involvement and integrity.
Guðbjörg’s unique, contemporary jewels are inspired and informed by the raw Icelandic landscape and nature, where contemporary design and ethical practices meet traditional craftsmanship. Her creations have won many awards, including first prize in the jewellery competition Spirit of the North in St. Petersburg in 2000. She received the DV Cultural Award in Reykjavík for art design in 2002 and the Icelandic Visual Arts Award for Design in 2008.
AURUM’s boutique has won two awards from Iceland’s leading magazine The Reykjavik Grapevine. The brand was awarded Best of Reykjavik – Best Jewelry Store in Reykjavik 2024 and also in 2023.
Guðbjörg’s work has been regularly commissioned for the silver screen, including Netflix’s The Witcher Blood Origin series and more recently special jewels were commission by Microsoft’s gaming brand Xbox for their new launch Senua’s Saga : Hellblade II. AURUM is no stranger to the performing arts either, with names such as Bjork, Katy Perry, and British actresses Gemma Whelan and Jodie Whittaker all having worn AURUM’s jewellery.
During the brand’s 25 years in business, the brand has consistently grown in strength and stature, with a network of retailers around the world and regular appearances at some of the world’s leading jewellery trade shows. Alongside their core jewellery range in 925 sterling silver, AURUM has since added a dedicated men’s collection. More recent developments include the launch of an extensive fine jewellery range, focussing on bridal and celebration jewellery for men and women, created from recycled solid gold, and using only Lab Grown diamonds and precious gems.
The new store is an expansion of the site of their existing location, thanks to the acquisition of an adjoining boutique to double the store size. Their concept and design was conceived by Guðbjörg and affords huge picture windows along the front for displaying the jewellery, plus more sales areas and a re-design of the in house atelier where all Aurum’s jewellery is designed and made.
Guðbjörg’s adds:
“As a company we have always been forward looking and as we celebrate 25 years in business, we have been successful as we have never lost sight of our unique Icelandic heritage and superior product design. Our commitment eco-friendly production and to delivering fine craftsmanship to our loyal customers around the world has always been our priority. Together with our dedicated team, we look forward to the next 25 years!”
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