Icelandic Designer, Aurum, to Release Collection Inspired Norse Sea Goddess Rán

The new collection, due to be released online on 29th March, is one of a series inspired by Norse mythology; Rán is the final story from Aurum’s three sisters collections and her
predecessors the Norse Sea Goddesses Sindur and Kolga launched last year. Aurum takes inspiration from the story of the sea Goddess Rán creating pieces with soft shapes, sharp lines, light and shadow. 

The mythical Rán was said to pull shipwrecked men towards her, tend to them and give them new life. She hosts the souls, as they feast and sing in her hall for centuries. She reminds
us of the eternal natural cycle, which can both give and take. As the goddess of the sea, Rán’s favourite colour is gold, which she finds in the countless sunken pirate ships on the seabed. This in turn has inspired the use of gold in the Rán collection, which is crafted in Reykjavik from yellow gold plated recycled sterling silver. The range includes bracelets, earrings, ear cuffs and
necklaces.

The name of the brand itself, Aurum, is an acronym for Ambition, Understanding, Responsibility, Unity and Mindfulness. Aurum is dedicated to social responsibility, striving to incorporate these principles throughout the company‘s operations, by sourcing and using only recycled and re-refined precious metals and only buying certified and conflict-free precious stones and diamonds. Aurum’s special sustainable packaging made from Mulberry paper is modelled on Icelandic stones which the designer, Guðbjörg discovered on a beach in West Iceland, creating
another powerful connection to the sea which inpsires so much of her work.