Scandinavian brand to push orders through website at IJL


Aurum by Guðbjörg to launch new retail strategy at IJL

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Internationally recognised for their authentic, mindful jewellery and drive to innovate, leading Icelandic jeweller Aurum by Guðbjörg are introducing an exciting and original new way of working with buyers and retailers.  

The new strategy will be implemented for the first time for orders taken at the prestigious IJL at London’s Olympia, 2nd – 4th September 2018.

In a novel departure from the traditional retail format, Aurum’s co-founders Guðbjörg Kristín Ingvarsdóttir, goldsmith and designer and CEO Karl Jóhann Jóhannsson’s mission is to simplify the way they work with their resellers in order to get closer to their stockists and cut out the ‘middle man’.

Thanks to the striking new website launched earlier this year, retailers can now order directly from the site.  Easy to navigate and featuring stunning new images of the product, as well as images of the jewellery being worn, they can browse by collection or product category or code.  Aurum also offer several payment options such as prepay or 30-45 days payment (subject to contract).  In this way Aurum are able to a much more personal, individual process for resellers.  Communication is simplified and without a third party involved this facilitates faster orders and better prices.  Aurum also provide buyers with all the tools they might need from POS material and packaging.   Aurum will also offer free shipping for retailers ordering over a certain amount of stock.

All Aurum’s jewellery is handcrafted from recycled 925 sterling silver in the brand’s integrated workshop in Reykjavik by Guðbjörg and her team. Each touch point of the brand, from the factories to the materials to the sustainable packaging which is crafted from paper from the mulberry tree, is firmly grounded in ethical and sustainable practices.  


Rebecca van Rooijen


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