Launched to commemorate the brand’s 20th anniversary, Aurum by Guðbjörg’s new collection, Erika, encapsulates the spirit of the brand’s origins. Picture a picnic in the Icelandic countryside. A young girl fascinated by the delicate flowers, collecting them for her mother. And writing a fairy tale in her diary about her hopes and dreams.
20 years later, designer and goldsmith Guðbjörg Kristín Ingvarsdóttir, has drawn on these indelible memories for her inspiration in creating the very special Erika Collection.
The range includes exquisitely crafted earrings, ear cuffs, necklaces and bracelets. The styles are available in silver, oxidized silver and plated gold, featuring intricate designs.
Icelandic jeweller Aurum was founded in 1999 by Guðbjörg Kristín Ingvarsdóttir, goldsmith and designer and Karl Jóhann Jóhannsson MBA. They run both the label and the Aurum store and workshop in the heart of Reykjavík.
The Brand Aurum
Aurum stands for Ambition, Understanding, Responsibility, Unity and Mindfulness. Aurum puts great emphasis on design, product development, quality and customer care. Their recycled sterling silver jewellery is inspired by nature and evokes natural patterns, resulting in pieces that are both modern and timeless.
Aurum sources materials from certified fair trade companies. Their specially created packaging is modelled on Icelandic stones which Guðbjörg found on a beach in West Iceland. They are made from Mulberry Paper which is the best fibre of the Mulberry tree. Collecting the fibre does not interfere with the ecosystem as the tree does not need to be cut down. Aurum incorporates sustainability principles throughout the company‘s operations, such as sourcing only recycled and re-refined precious metals and only buying certified and conflict-free precious stones and diamonds. Aurum stand behind every item that they sell. If an item requires repair, they will repair or replace it for free*. They also offer 5-Year warranty on all their jewellery, for guaranteed piece of mind.