About Aurum

Aurum media mentions

The company

Aurum was founded in 1999 by Guðbjörg Kristín Ingvarsdóttir, goldsmith and designer, and Karl Jóhann Jóhannsson MBA. They have operated the Aurum store in Reykjavík’s city centre since that date. From 2003, the Aurum store and workshop have been located at Bankastræti 4 in the very heart of downtown Reykjavik. In 2009 the store was expanded and added the Aurum Concept Store, which carries a selection of gifts from all over the world. 

Aurum storefront in downtown Reykjavik

Aurum Jewellery's online store

Here in our online store we feature some of the jewellery collections offered in our physical store located at Bankastræti 4, Reykjavík. All of Aurum’s jewellery pieces are delivered in unique packaging and shipped as soon as possible. 

If there are pieces that you've seen in our physical store but cannot find in our online store, you are welcome to enquire about them by sending an email to info@aurum.is or by calling us at +354 551 2770. 

Our philosophy

Aurum operates through core values which are reflected in the jewellery‘s design and quality. Each and every piece is expertly handcrafted from sterling silver in the company‘s integrated workshop in Reykjavík, Iceland. At Aurum, heritage meets modern day by combining traditional craftmanship with modern, timeless design.

Aurum stands for Ambition, Understanding, Responsibility, Unity and Mindfulness. Aurum puts great emphasis on ambition through our design, product development, quality and customer care. We show understanding to the needs of our clients and customers and with respect and empathy we are able to be helpful and flexible. We show responsibility throughout Aurum by developing a postive and respectable working environment that encourages collaboration and cooperation between employees. Aurum sources materials from certified fair trade companies and provides environmentally friendly packaging for our clients and customers. Aurum displays unity with our community by supporting charities with short and long term projects, donating all profits from those projects to selected causes. Aurum is an equal opportunities company and encourages mindfulness and prejudice-free environment where everyone has a voice.

We care about the environment

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. Our very special packaging is modelled on Icelandic stones which Guðbjörg found on an Icelandic beach in West Iceland. They are made out of „saa Oaoer“ or Mulberry Paper which is the best fibre of the Mulberry tree. Collecting the fiber does not interfere with the ecosystem as not a single tree has to be cut down. Only the shoots are cut and used while the tree continues growing. Aurum continues to reduce the company‘s carbon footprint in all aspects of its production.

Making a difference

Aurum by Guðbjörg takes pride in making contributions to the community through donations and long term support through two of Gubjörg‘s jewellery collections. Gleym-Mér-ei or Forget-me-Not is a charity supporting those who have lost children during pregnancy, at birth, or shortly after birth. The collection reflects the symbolic meaning of the flower to protect and nurture the memory.

Bond supports a charity called Göngum Saman or Walk Together who raise money to give grants towards valuable research in breast cancer prevention and treatment. The inspiration for this design are bonds between people, intimacy and love.

Accolades for Aurum

The Aurum store has attracted considerable attention for its quirky and unique merging of products and design, featuring in numerous media outlets both in Iceland and abroad. Our store has been commended for having an unusually high number of full jewellery collections by the same designer.

Aurum by Guðbjörg has won worldwide acclaim from the likes of Condé Nast Traveler, Timeout, Town & Country, GQ, Vogue and many others. ELLE magazine ranks our store as one of the “Best boutiques in the World” (more below).

In 2011, Aurum received the Njarðarskjöldur award for Best Tourist Shop of the Year. The aim of the award is to encourage and foster services for tourists in Reykjavík. The jury assesses a number of aspects, such as marketing and promotion, advertising, website and general appearance.

Over the years, Aurum’s staff has always taken great pride in our window displays. Our store has become known for its unique and diverse window designs that delight the eyes of our customers.

Media mentions

"Guðbjörg at Aurum is one of Reykjavík's more interesting designers; her whisper-thin silver jewellery is sophisticated stuff, its shapes often inspired by leaves and flowers. Collectibles fill the other side of the shop."
- Lonely Planet Guide to Reykjavik

"For quirky homewares and modern jewellery inspired by Icelandic nature, Aurum is a good choice."
- Timeout -- The Best Shopping in Reykjavik

"Aurum, featuring the jewelry of Gudbjörg Kristín Ingvarsdóttir, has talismanic earrings and necklaces inspired by a raven's feathers"
- Town & Country -- 8 Things You Need to Buy When You're in Iceland

"Scandinavian design is at its best here, with home goods and a great children’s toy and decor section. I highly recommend checking out the jewelry section, too."
- Condé Nast Traveler -- Reykjavik, Iceland: Where to Find the Best Shopping and Dining

"Make time to dip into lifestyle and accessory shops such as Aurum (00 354 551 2770; aurum.is), where interesting jewellery designed by Guðbjörg Kristín Ingvarsdóttir can be found. Her delicate, nature-inspired, silver pieces have won commissions from Everest film director Baltazar Komákur and his wife. Home décor pieces include original Notknot pillows and striking graphic designs of Icelandic proverbs."
- Evening Standard (UK) -- Reykjavik: where to eat, drink and stay in the capital of Iceland

"Aurum has become a household brand for its nature-inspired designs. Its founder, Gudbjorg Kristin Ingvarsdottir, is a trained goldsmith and jewellery designer who hails from a fishing town in the northwestern part of the country and taps on the environment around her – think salmon fins and reindeer hooves – as inspiration, creating some pretty unconventional designs in the process. The result? Sculptural and edgy pieces, with a sense of delicateness"
- FEMALE (Singapore) -- The Jewellery Brand From Iceland You Should Have On Your Radar

"Aurum has two faces: it’s a colourful concept store on one side, and sells gorgeous jewellery on the other. Join the class of fashionable Reykvíkingar after picking up some clothing and nature-inspired jewellery by Guðbjörg Kristín Ingvarsdóttir, and some gifts and souvenirs for back home."
- Reykjavik Grapevine -- Grapevine's Best of 2016