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Aurum was founded in 1999 by Guðbjörg Kristín Ingvarsdóttir, goldsmith and designer. She has operated the Aurum store in Reykjavik’s city center since then.

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

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.

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Owner · Karl Jóhann Jóhannsson
It all started when we (two young designers) decided to rent a shop for one summer. The feedback was incredibly positive and the time passed in a flash. Three years later we are still open. Located in Laugavegur, Reykjavik’s famous shopping street, we make everything ourselves and work at the shop on our designs, so everything is very personal. Our goal was and is still to sell unique things at reasonable prices and to let a new and fresh wind blow on the Icelandic design market. Furthermore, we offer young designers who are taking their first steps an opportunity to sell their products in our shop as well. We have also started quite small and even today it is sometimes unbelievable how favored our fancy store is.
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Owner · Linda Ósk & Hulda Dröfn Gudmundsdottir & Atladottir
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