Established in 1999, Aurum by Guðbjörg is Iceland’s leading jewellery brand which takes pride in creating unique jewellery designs inspired by Icelandic nature. A family run business, it works with customers on a personal level and strives to run the business itself in the most sustainable way possible. Aurum caters for a varied clientele of all ages and it recently added a jewellery collection for men. In light of LUXlife crowning Aurum as Iceland’s Leading Ethical Jewellery Brand 2021, we take a closer look at the company.
‘Aurum’ stands for ‘Ambition’, ‘Understanding’, ‘Responsibility’, ‘Unity’, and ‘Mindfulness’. It puts great emphasis on ‘Ambition’ through its design, product development, quality, and customer care. It is helpful and flexible, showing ‘Understanding’, respect and empathy to the needs of its customers. It shows ‘Responsibility’ by developing a positive and respectable working environment that encourages collaboration and cooperation between employees. Also, it sources materials from certified fair-trade companies and provides environmentally friendly packaging. The company displays ‘Unity’ with its community by supporting charities with short- and long-term projects, creating designs which support their fundraising. Lastly, as an equal opportunities company, it encourages ‘Mindfulness’ and a prejudice-free environment where everyone has a voice.
Being inspired very much by Icelandic nature, all of Guðbjörg Kr. Ingvarsdóttir’s unique designs are very personal. She says, “Everything has a story, and it is all about how you tell that story. 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 spends 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.
“I had a very clear vision of how I wanted to build up the company from the start and I am happy with how it has developed through the years. I would not have done it differently.”
Aurum operates through core values which are reflected in its designs and quality of work. Its very talented team of expert silversmiths expertly handcraft each piece from sterling silver in the company’s integrated workshop in Reykjavík, Iceland. At Aurum, heritage meets modern day by combining traditional craftsmanship with modern, timeless design.
The company incorporates sustainability principles throughout its operations, such as only sourcing recycled and re-refined precious metals for the past 15 years. It sources only lab-grown diamonds from suppliers who are members of the Responsible Jewellery Council, which certifies fine jewellery product manufacturers and suppliers for responsible ethical, social and environmental practices throughout their operations.
Its packaging is entirely made out of “saa oaoer” or mulberry paper which is the best fibre of the mulberry tree. Harvesting the fibre does not interfere with the ecosystem as not a single tree has to be cut down as only the leaves are used while the tree continues growing. And the company.
Aurum continues to reduce its carbon footprint in all aspects of its production, and in terms of its future plans, it intends to keep growing and aiming for particular markets. So far, it is pleased with how organically it is growing year on year and with the great support it receives from customers and resellers. The company is excited about the future as it has a lot of positive interest now, and it is carefully stepping into some new directions.
For further information, please contact Guðbjörg Kr. Ingvarsdóttir at www.aurum.is
