March 28, 2018

To see a World in a Grain of Sand
And a Heaven in a Wild Flower,
Hold Infinity in the palm of your hand,
And Eternity in an hour.
- William Blake

In celebration of DesignMarch, the annual Icelandic design festival, we held a glamorous opening party at our flagship store in Reykjavik to launch the new SAND jewellery collection. 

Aurum launch for the SAND Collection 2018 DesignMarch

DesignMarch is Iceland’s most important annual design festival covering all fields of design including architecture, graphic design, fashion, furniture and product design. Over four days, Reykjavik buzzes with creative energy with around one hundred exhibitions, workshops and other events spread across the town from the fishing harbour to the main street and the lava fields surrounding the city, turning the most Northern capital in the world into one big venue for design.

SAND Collection | AURUM Jewelry of Iceland | closeup

We welcomed guests to preview the SAND range which is inspired by the textured beauty of the Icelandic landscape. Fluid forms are crafted from recycled sterling silver, plated gold and from distinctive oxidized silver, inspired by the breathtaking beaches of the Westfjords loved by Guðbjörg for their peaceful and untouched nature.

Aurum icelandic jewelry SAND collection launch

The SAND range also features Swarovski crystal pearls, perfect replicas of real freshwater pearls set in silver. Reflecting a sense of timelessness and eternity, each pearl is made of a unique crystal core covered with an innovative pearl coating, producing a flawless, silky-smooth, rounded surface, contrasting with the sand-like texture of the silver.

Here are some samples drawn from the new SAND collection: 

About Aurum by Guðbjörg

Aurum by Guðbjörg is more than just a name, it is a philosophy: it stands for Ambition, Understanding, Responsibility, Unity and Mindfulness. Founder and designer Guðbjörg’s ethos is based on several core values and these led to the creation of Aurum, a brand where heritage meets modern day design by combining traditional craftsmanship and ethical practices with timeless design. All the jewellery is handcrafted from recycled sterling silver in the brand’s integrated workshop and atelier in Reykjavik by 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 Icelandic jewelry in-store display for SAND Collection launch DesignMarch 2018


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