aurum - 10% discount
AURUM is an Icelandic jewelry brand founded in 1999 by Gudbjörg Ingvarsdóttir. Gudbjörg graduated as a goldsmith from Copenhagen Polytechnic in 1993 and as a jewelry designer from The Institute for Precious Metals in Copenhagen in 1996. After studying both goldsmithing and design abroad, Guðbjörg came back to Reykjavík and opened a little jewellery shop in the city centre. Her initial aim was to offer genuine Icelandic jewellery, designed and crafted locally.
The Aurum store is now housed in a 250 m2 local in the heart of Reykjavík and has 9 employees. The store is divided in two sections; Aurum – Jewelry that sells the Aurum jewelry collections designed by Gudbjörg, and Aurum – Design & Lifestyle that sells design products from all over the world. The local also houses the goldsmith workshop where all the jewelry is handmade.
About the design Alda, Blær, Dögg and Ísold are all names of jewellery lines designed by Guðbjörg Kristín Ingvarsdóttir under the Aurum label. The jewellery pieces are created from precious metals and are modelled in part on nature, with its delicate, irregular shapes that perpetually challenge traditional ideas of balance and form. The Aurum jewellery pieces are rich in detail and finesse and have a light and feminine look while being quintessentially modern. A case in point is the Svala line, which is both stylish and complex and is inspired by the movements of the butterfly. Like other Aurum design lines Svala is composed of four different pieces: necklaces, bracelets, rings and earrings that are based on the same concept and form a whole. Each piece is a variation on another piece in the same line, yet also stands solo as an independent work. Each jewellery collection bears an Icelandic woman's name.
The Aurum jewelry lines are based on modern designs and methods while being both stylish and classic, and in that way hold a sense of timelessness.
In 2008 Guðbjörg won the Icelandic Visual Arts Award – the only award given for design in Iceland – for five of her jewellerycollections.
Aurum was granted Njarðarskjöldurinn „Shop of the Year“ 2011, an encouragement award granted by the City of Reykjavík, Our City Center, Global Blue, Iceland Refund, Federation of Trade and Service, The Association of Merchants and the Icelandic Federation of Trade. The objective of the award is to encourage increased and improved shopping for tourists in Reykjavík. Aurum specializes in Icelandic jewellery design as well as designand gift ware from around the world.