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Aurum by Guðbjörg launches in House of Fraser

You can now shop for the sustainable Icelandic jewellery brand’s handmade silver jewels at House of Fraser stores in Sheffield, Glasgow, London and Cardiff

July 31, 2019 By Rachael Taylor


From the end of September, you can now shop for our favourite Icelandic jewellery brand Aurum by Guðbjörg in a select number of House of Fraser stores across the country.  


Aurum by Guðbjörg, which specialises in handcrafted silver jewels inspired by Icelandic landscapes, will now be stocked at House of Fraser stores in Glasgow, Meadowhall shopping centre in Sheffield, Lakeside mall in Essex, Cardiff, and on London’s Oxford Street.


This year, Aurum by Guðbjörg is celebrating its 20th anniversary. The brand was founded by goldsmith Guðbjörg Kristín Ingvarsdóttir and Karl Jóhann Jóhannsson in 1999. The pair started with a single store in Reykjavik, where all its jewels are still made by hand at its own workshops using recycled silver. Now, the jewellery is now sold all over the globe, including in China, Australia, the US, Denmark, Norway and the UK.


Ingvarsdóttir and Jóhannsson have focused on building a sustainable jewellery brand with Aurum by Guðbjörg. All of the materials used to create its jewellery have been sourced from ethical companies, with the brand only using recycled silver and conflict-free diamonds and coloured gemstones. Its innovative packaging, which looks like pebbles, is made of paper from sustainably planted Mulberry trees.


The Aurum by Guðbjörg jewellery collections will launch at House of Fraser on September 23rd. The stores will carry some of the brand’s bestselling lines, including Falcon, Dröfn, Kolga, Raven, Rán, Sand and Sindur.



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