Icelandic jeweller Aurum by Guðbjörg launch new IÐUNN collection
Goldsmith and designer Guðbjörg once again turns to Iceland’s myths and legends as well as the country’s flora and fauna for the inspiration which shapes her unique designs.
At this enchanting time of year in Iceland, the flowers are ready to blossom to show their inner beauty and the daylight grows longer after the dark winter. The designs capture perfectly the sense of both the strength and fragility of these new blooms, thanks to Aurum’s expert craftsmen who transform recycled 925 sterling silver and recycled gold into precious pieces.
The collection is named Iðunn, who In Norse mythology was the goddess of spring, youth, and rejuvenation. She is the keeper of magical apples of immortality. The apples grant all the gods eternal youth and are Iðunn’s greatest symbol. The new IÐUNN collection represents both the goddess and spring. The warm wind in fields where white cotton grasses grow.
Leading Icelandic jeweller Aurum was founded in 1999 by Guðbjörg Kristín Ingvarsdóttir, goldsmith and designer and Karl Jóhann Jóhannsson MBA. Together they run both the label and the Aurum store and workshop in the heart of Reykjavík’s city centre.
Guðbjörg began her career studying goldsmithing at Copenhagen Technical College, completing her journeyman’s examination in 1993. She completed her master craftsman examination in goldsmithing at Reykjavík Technical College in 1994, subsequently returning to Copenhagen to study jewellery design at the Institute for Precious Metals. In collaboration with like-minded others, Guðbjörg ran the jewellery workshop Au-Art in Copenhagen from 1996 to 1999. She then returned to Iceland where she founded the design and jewellery firm Aurum.
Guðbjörg’s jewellery designs have attracted much attention worldwide and she has taken part in many international design exhibitions, both as a solo designer and in group shows. She was awarded first prize in the jewellery competition Spirit of the North in St. Petersburg in 2000, received the DV Cultural Award in Reykjavík for art design in 2002 and the Icelandic Visual Arts.
Aurum stands for Ambition, Understanding, Responsibility, Unity and Mindfulness. Aurum puts great emphasis on ambition through the design, product development, quality and customer care. Aurum jewellery is inspired by nature, with its delicate, irregular shapes and is characterised by rich details and a sense of movement, finesse and balance.
Simultaneously light, feminine and intricate, the three dimensional designs evoke natural patterns, resulting in pieces that are both modern and timeless. Each and every piece is expertly handcrafted from sterling silver in the company‘s integrated flagship store and workshop in Reykjavík, Iceland.
Aurum’s philosophy is based on several core values; modern design fused with traditional craftsmanship, heritage, sustainability and philanthropy. Aurum sources materials from certified fair trade companies and all the 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 continues to strive to reduce the company‘s carbon footprint in all aspects of its production.
For more info visit aurumiceland.com