Aurum Celebrates 20 Years with New Erika Collection


Be Transported to Icelandic Countryside with Aurum by Guðbjörg’s 20th Anniversary Collection

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To celebrate two decades of Aurum by Guðbjörg’s, the brand have launched the new collection, Erika. Celebrating the spirit of the brand’s origins, the collection evokes the Icelandic countryside; a young girl fascinated by the delicate flowers, collecting them for her mother.

Icelandic jeweller Aurum was founded in 1999 by Guðbjörg KristínIngvarsdóttir, goldsmith and designer and Karl Jóhann Jóhannsson MBA. They run both the label and the Aurum store and workshop in the heart of Reykjavík.

20 years later, designer and goldsmith Guðbjörg Kristín Ingvarsdóttir, has drawn on her indelible memories of growing up 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.

On her design process, Guðbjörg writes: 

"Everything has a story and it is all about how you tell that story. Being inspired very much by Icelandic nature, all my designs are very personal. I take great care with every detail because I want to convey a feeling or atmosphere. I follow my own path in jewellery making; I spend a lot of time working with concepts and ideas and allowing myself that time is important to be able to bring a fully formed collection to the market."

The Aurum brand stands for ambition, understanding, responsibility, unity and mindfulness. 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



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Jessica Green


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