Icelandic jeweller Aurum was founded in 1999 by Guðbjörg Kristín Ingvarsdóttir, goldsmith and designer and Karl Jóhann Jóhannsson MBA. They run both the label and the Aurum store and workshop in the heart of Reykjavík’s city centre.
Aurum stands for Ambition, Understanding, Responsibility, Unity and Mindfulness. Aurum puts great emphasis on design, product development, quality and customer care. Their recycled sterling silver jewellery is inspired by nature and evokes natural patterns, resulting in pieces that are both modern and timeless.
Aurum sources materials from certified fair trade companies and all packaging is environmentally friendly. 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 diamonds.
- Aurum by Guðbjörg is more than just a name, it is a philosophy: it stands for Ambition, Understanding, Responsibility, Unity and Mindfulness.
- All the jewellery is handcrafted from recycled sterling silver in the brand's integrated workshop and atelier in Reykjavik by designer and co-founder Guðbjörg and her team.
- Each touch point of the brand, from the factories to the materials to the packaging, is firmly grounded in ethical and sustainable practices.
- Aurum also incorporates sustainability principles into all of 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.
- The specially created packaging is modelled on Icelandic stones which Guðbjörg found on an Icelandic 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. Only the shoots are cut and used while the tree continues growing.
- Aurum continually strives to reduce the company's carbon footprint in every aspect of its production. Aurum is also philanthropically inclined, with several collections where the proceeds from which are donated directly to two Icelandic charities.