Since their launch in 1999 in Reykjavík, award winning Icelandic jewellery brand Aurum by Guðbjörg is a company that has consistently demonstrated high standards of environmental responsibility, community involvement and integrity.
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. It is a jewellery brand inspired and informed by Icelandic nature, where contemporary design and ethical practices meet traditional craftsmanship.
What got you into jewellery?
I first fell in love with jewellery making after I spent a year in high school on Bainbridge Island in the USA. I took a jewellery class at school and I had a Norwegian teacher, an amazing woman that had a big influence on me. When I came back, I just knew wanted to become a goldsmith. After I finished school, I was lucky to get a grant from Statens Kunstfound in Denmark so I could focus on my jewellery. I finished my goldsmith and jewellery design education in Copenhagen Denmark 1996. Between 1996 to 1999 I opened a studio in Copenhagen and worked on my first 2 collections Isold and Heida. I moved back to Iceland in 1999 and open Aurum the same year with my husband Karl Jóhann Jóhannsson MBA. We celebrated the brand’s 25th Anniversary this August (2024) with the opening of our new flagship boutique in the heart of Reykjavik. We also lanuched our new jewellery collection ALVÖR to coincide with the 25th anniversary.
Was there a particular reason you decided to (use recycled precious metals) to create new jewellery?
Yes, in Iceland we are very aware of the power of nature and of preserving our natural enviroment for future generations. All our production is entirely based in Iceland and Iceland generates 100% of its energy from renewable source. We want our customer to be confident that they are dealing with a company that continues to reduce the company’s carbon footprint in all aspects of its production. Sustainability is at the heart of our brand’s values:
Being eco-friendly is but one aspect of our corporate social responsibility policies. We have permanent and campaign-based collaborations with several non-profit partners.
What is the inspiration behind your pieces, or how do you get inspired to create?
Iceland is a beautiful country that gives me a lot of space and freedom to work on my work. Being inspired very much by the Icelandic nature, all my designs are very personal. I take great care with every detail because I want to convey a feeling or an atmosphere. I follow my own path in jewelry making, I spend 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. In the summer, I go to my house in the West part of Iceland where the nature is so magical, I‘m near the sea and have mountains and a glacier close by. When no one is around it is so peaceful and allows me the space for the natural force of the creativity to take over.
How do you see the jewellery industry evolving to incorporate more sustainable practices?
I think it is vital that the jewellery industry does continue to evolve but it will take time. Consumers are much more informed, they want to know where the materials in their jewellery have come from, as well as how it is packaged and how it is shipped. Reducing plastic packaging must be a priority. For mid-size companies like ours, it is easier for us to pivot and we have been a sustainable business almost since we started. Just like the clothing rental market, I would see jewellery businesses evolving to offer jewellery to rent for a special occasion or an increase in customers designing bespoke pieces, using jewellery they no longer wear or have inherited, giving it new life.
“As a company we have always been forward looking and as we celebrate 25 years in business, we have been successful as we have never lost sight of our unique Icelandic heritage and superior product design. Our commitment eco-friendly production and to delivering fine craftsmanship to our loyal customers around the world has always been our priority. Together with our dedicated team, we look forward to the next 25 years!”
For over 16 years, Aurum has woven sustainability into everything they do. From the very beginning, they’ve only sourced recycled and re-refined precious metals, while ensuring all materials come from certified fair-trade companies. The gemstones they use are conflict-free, and they’ve embraced lab-grown diamonds as a more ethical alternative. Every piece of jewelry they create is crafted from recycled 925 sterling silver or 14K and 18K gold.
Even the packaging is eco-friendly. Their unique designs are inspired by Icelandic stones that Guðbjörg, the founder, found on a beach in West Iceland. The packaging is made from Saa Oaoer, a special paper crafted from mulberry leaves. This method is sustainable since it doesn’t harm the trees—allowing them to continue growing while still providing the best fiber for the paper.
Aurum’s production is proudly based entirely in Iceland, a country that generates 100% of its energy from renewable sources like hydropower and geothermal power. And they’re mindful about their global reach too. To offset the carbon footprint of shipping, Aurum partners with TreeSisters, a UK-based non-profit focused on tropical reforestation. Through their Company Forest program, they donate €1 for every online order, which helps plant two trees. They also encourage customers to join in by offering the option to donate at checkout, matching contributions up to €5.
Aurum also supports their local community through with short and long term charitable projects, donating all profits from those projects to selected causes.
Website: aurumiceland.com
Founders: Guðbjörg Kristín Ingvarsdóttir and Karl Jóhann Jóhannsson
Contact: [email protected]
Location: Iceland
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