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 collection ALVÖR to co-incide with the launch.
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.
The new store opened on August 22, 2024 and is testament to the brand’s unique product offering, tireless commitment to customer service and to sustainable practices. The 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!”
