Aurum by Guobjorg Jewellery
Aurum by Guðbjörg Jewellery is a privately-held Icelandic jewelry brand founded in 1999 that designs, handcrafts, and sells nature-inspired jewelry using recycled gold, silver, and lab-grown diamonds through a global Shopify e-commerce storefront, a Reykjavík flagship showroom, and bespoke design services.
- Company typePrivate
- Founded1999
- HeadquartersReykjavík, Iceland
- Headcount—
- GTM typeB2C
- OfferingHardware or Manufacturing
What Aurum by Guobjorg Jewellery does
Aurum by Guðbjörg Jewellery (legal entity Aurum ehf) is a privately-held, family-owned Icelandic jewelry company founded in 1999 and headquartered at Bankastræti 4 in Reykjavík. The company designs, handcrafts, and sells jewelry inspired by Icelandic nature, mythology, and wildlife across 40+ named collections spanning necklaces, earrings, bracelets, rings, men's jewelry, fine jewelry (solid gold, diamonds, gemstones), bridal pieces, and hair accessories. Production relies on master artisans working with 100% recycled gold and silver — a practice the company has maintained for over 25 years — alongside lab-grown diamonds sourced from Responsible Jewelry Council members and tree-free mulberry-paper packaging.
The business operates a dual-channel DTC model: a global Shopify-powered e-commerce storefront supporting 16 currencies and worldwide shipping, complemented by a flagship retail showroom in Reykjavík that hosts booked bridal and bespoke consultations. Revenue derives from one-time product sales, gift cards, and quote-based bespoke commissions. The customer base — 260,000+ individuals since inception — is segmented across bridal buyers (primary), gift purchasers, men's jewelry buyers, and luxury/collector bespoke clients, with no disclosed enterprise or wholesale accounts. International press coverage (Condé Nast Traveler, British Vogue, GQ, Town & Country) supports brand positioning, and a co-branded Aurum x Blue Lagoon collection extends reach into Icelandic tourism-adjacent gifting. A US subsidiary, AURUM ICELAND INC., supports North American operations. No external funding, acquisitions, or public listings are disclosed.
Aurum by Guobjorg Jewellery firmographics
Firmographics- Name
- Aurum by Guobjorg Jewellery
- Legal name
- Aurum ehf
- Website
- https://aurum.is
- Company type
- Private
- Founded year
- 1999
- Operating status
- Operating
- Short description
- Aurum by Guðbjörg Jewellery is a privately-held Icelandic jewelry brand founded in 1999 that designs, handcrafts, and sells nature-inspired jewelry using recycled gold, silver, and lab-grown diamonds through a global Shopify e-commerce storefront, a Reykjavík flagship showroom, and bespoke design services.
- Ownership category
- akta.pro rank
Aurum by Guobjorg Jewellery industry classification
Industry- Product category
- Fine Jewelry
- NAICS
- Jewelry Retailers (458310), Jewelry and Silverware Manufacturing (33991)
- SIC
- Retail-Jewelry Stores (5944), Jewelry, Precious Metal (3911), Jewelry, Silverware & Plated Ware (3910)
- akta.pro primary industry
- Designer/Artisan Fashion Jewelry (Independent Brands) (CRAKABAC)
- akta.pro secondary industries
- Personalized Fine Jewelry (Nameplates/Initials/Engraved) (CRAKAAAI), Ethical/Sustainable & Recycled Materials Jewelry Manufacturing (CRAKAIAM)
Keywords
Where Aurum by Guobjorg Jewellery is headquartered
LocationHeadquarters
- HQ city
- Reykjavík
- HQ country
- Iceland
- HQ region
- Europe
Offices1 record
Markets served
Aurum by Guobjorg Jewellery business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Personnel, Operations, Marketing or Sales, Others
Revenue model
- Jewelry Product Sales: One-time purchase of handcrafted jewelry including necklaces, earrings, bracelets, rings, and fine jewelry. Products include both silver and solid gold options with diamonds and gemstones.
- Gift Cards: E-gift cards and mailed gift cards available for purchase
- Bespoke/Custom Design Services: Commission custom jewelry pieces for special occasions through virtual or in-store consultations
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Standard Product Pricing |
| Unit Pricing | Pay-as-you-go | Gift Cards |
| Other | Pay-as-you-go | Bespoke/Custom Design |
Go-to-market motion2 records
Distribution channels3 records
Marketing channels4 records
Aurum by Guobjorg Jewellery product offering
Product offeringCore offering
Aurum by Guðbjörg Jewellery designs, crafts, and sells handcrafted Icelandic jewelry including necklaces, earrings, bracelets, rings, fine jewelry, bridal pieces, men's jewelry, hair pieces, and gift cards. Products are made from 100% recycled gold and silver and feature lab-grown diamonds sourced from Responsible Jewelry Council members, with a tree-free mulberry paper packaging finish. The brand also offers bespoke custom design services via virtual and in-store consultations at its Reykjavík flagship.
Product overview
Aurum by Guðbjörg is an Icelandic jewelry brand offering handcrafted jewelry through a unified e-commerce platform. The product portfolio spans multiple categories including necklaces, earrings, bracelets, rings, fine jewelry, and bridal collections, along with bespoke design services. The company sells individual pieces across categories such as pendant and diamond necklaces, stud and hoop earrings, chain and cuff bracelets, silver and diamond rings, engagement and wedding bands, and solid gold jewelry. Multiple named collections (VIVA, Aurum x Blue Lagoon, Agla, Alda, Asterias, and many others) provide themed product groupings, while bespoke/custom design services allow customers to commission unique pieces. Gift cards and men's jewelry expand the customer base beyond traditional fine jewelry buyers.
Differentiator
Problem solved
Functional benefit
Products and services
- Necklaces Pendant necklaces, diamond necklaces, silver necklaces, and men's necklaces crafted by Aurum in Iceland from recycled gold and silver, sold via e-commerce and the Reykjavík flagship.
- Earrings Stud, hoop, drop, ear cuff, ear crawler, diamond, and men's earrings handcrafted by Aurum in Iceland, available online and at the Reykjavík store.
- Bracelets Chain bracelets, cuff and bangle bracelets, bracelet charms, and men's bracelets handcrafted in Iceland with engravable options.
- Rings Silver rings, stackable rings, diamond rings, gemstone rings, men's rings, and custom-made rings handcrafted by Aurum artisans.
- Fine Jewelry Premium tier including diamond and gemstone rings, solid gold rings, and diamond necklaces positioned for luxury and gifting use cases.
- Bridal Collection Engagement rings, wedding bands, and bridal hair pieces offered with in-store and virtual consultation appointments for couples.
- Men's Jewelry Curated selection of necklaces, earrings, bracelets, and rings designed specifically for men, marketed via The Men's Edit.
- Hair Pieces Decorative hair accessories offered as part of the bridal collection for weddings and special occasions.
- Gift Cards E-gift cards and mailed gift cards available at fixed denominations for purchase on the Aurum e-commerce storefront.
- Bespoke Jewelry Service Custom jewelry design service allowing customers to commission unique statement pieces for special occasions, with virtual and in-store consultations and quote-based pricing.
- VIVA Collection Featured named jewelry collection with contemporary designs, listed as a curated e-commerce collection.
- Aurum x Blue Lagoon Collection Co-branded jewelry collection produced in partnership with Iceland's Blue Lagoon geothermal spa, available via the Aurum storefront.
Quantifiable outcome
- 5-Year Warranty on all jewelry items
- +1 more outcomes
Companies that use Aurum by Guobjorg Jewellery
Customer profileNamed customers1 record
Segments4 records
Ideal customer profiles4 records
Aurum by Guobjorg Jewellery technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature4 records
Aurum by Guobjorg Jewellery partnerships and signals
Strategic signalPartnerships
Two partnerships are on record, tiered core.
- Blue LagooncoreAurum x Blue Lagoon collaboration collection featuring jewelry inspired by the famous Icelandic geothermal spa. This exclusive partnership creates unique pieces that combine Aurum's craftsmanship with Blue Lagoon's iconic Icelandic wellness brand.
- Responsible Jewelry CouncilcoreLab-grown diamonds are sourced from members of the Responsible Jewelry Council, ensuring ethical and sustainable diamond supply chain practices.
Scale indicators3 records
Recent moves6 records
Expansion highlights6 records
Aurum by Guobjorg Jewellery competitors and assessment
Company assessmentDirect peers
- Gorjana: Gorjana is a California-based designer jewelry brand selling direct-to-consumer online and through its own boutiques. Comparable in price-point positioning (accessible fine and demi-fine), DTC model, and lifestyle-driven marketing.
- Blue Nile: Blue Nile is a US-based online diamond and fine jewelry retailer. Comparable as a digitally native jewelry brand with strong bridal and engagement ring focus, multi-currency global shipping, and lab-grown diamond offerings.
- Catbird: Catbird is an independent Brooklyn-based designer jewelry boutique and online retailer. Comparable as a small-batch, design-forward jewelry brand with a strong flagship retail experience and ethically sourced materials.
- Mejuri: Mejuri is a Canadian direct-to-consumer fine jewelry brand operating globally online. It is highly comparable to Aurum: similar DTC model, fine and demi-fine assortment, sustainability messaging, and bridal/engagement focus.
- Monica Vinader: Monica Vinader is a UK-based contemporary jewelry brand with strong sustainability credentials (recycled metals, ethically sourced stones) and a global DTC plus boutique footprint. Comparable positioning to Aurum's ethical fine jewelry proposition.
- Astrid & Miyu: Astrid & Miyu is a London-based online and boutique jewelry brand offering demi-fine, fine, and bespoke jewelry with bridal services. Overlaps with Aurum on DTC e-commerce, design-led collections, and consultation-driven bridal sales.
Broad incumbents
- Tiffany & Co. Tiffany & Co. is a global luxury jewelry incumbent with a heavily developed bridal and bespoke offering. Comparable at the engagement/wedding band category and bespoke service level, but operates at far greater scale.
- Skagen: Skagen is a Danish minimalist lifestyle and jewelry brand owned by Fossil Group. Comparable Nordic design heritage and accessible price positioning; broader product range including watches.
- Pandora: Pandora is the largest Danish mass-market jewelry brand with global retail. Comparable as a Nordic-origin jewelry house with a wide assortment, strong DTC plus wholesale model, and broad consumer recognition - a larger incumbent in the same regional category.
- Georg Jensen: Georg Jensen is a Danish heritage luxury silversmith and jewelry house. Comparable Nordic design heritage, silver and gold craftsmanship, and flagship retail; broader portfolio and longer history than Aurum.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks5 records
Key highlights7 records
Customer concentration
Aurum by Guobjorg Jewellery social profiles
Digital presenceAurum by Guobjorg Jewellery compliance and trust
Trust signalCompliance1 record
Aurum by Guobjorg Jewellery financial estimates
Financial estimateRevenue estimate
Valuation estimate
Aurum by Guobjorg Jewellery leadership team
Management profileNumber of profiles
Aurum by Guobjorg Jewellery funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Aurum by Guobjorg Jewellery M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Aurum by Guobjorg Jewellery
What does Aurum by Guobjorg Jewellery do?
Aurum by Guðbjörg Jewellery designs, crafts, and sells handcrafted Icelandic jewelry including necklaces, earrings, bracelets, rings, fine jewelry, bridal pieces, men's jewelry, hair pieces, and gift cards. Products are made from 100% recycled gold and silver and feature lab-grown diamonds sourced from Responsible Jewelry Council members, with a tree-free mulberry paper packaging finish. The brand also offers bespoke custom design services via virtual and in-store consultations at its Reykjavík flagship.
Is Aurum by Guobjorg Jewellery a public or private company?
Aurum by Guobjorg Jewellery is a private company. It is classified as family owned and is currently operating.
When was Aurum by Guobjorg Jewellery founded?
Aurum by Guobjorg Jewellery was founded in 1999.
Where is Aurum by Guobjorg Jewellery based?
Aurum by Guobjorg Jewellery is headquartered in Reykjavík, Iceland, in the Europe region.
How does Aurum by Guobjorg Jewellery make money?
Three revenue lines are on record. Jewelry Product Sales are the primary driver. The others are gift Cards and bespoke/Custom Design Services.
Who are Aurum by Guobjorg Jewellery's main competitors?
Direct peers on record are Gorjana, Blue Nile, Catbird, Mejuri, Monica Vinader and Astrid & Miyu. Broad incumbents are Tiffany & Co., Skagen, Pandora and Georg Jensen.
Does Aurum by Guobjorg Jewellery have an API?
No public API is recorded for Aurum by Guobjorg Jewellery.
What industry is Aurum by Guobjorg Jewellery in?
Aurum by Guobjorg Jewellery's product category is Fine Jewelry. Its primary akta.pro industry code is CRAKABAC, Designer/Artisan Fashion Jewelry (Independent Brands), with a secondary code of CRAKAAAI, Personalized Fine Jewelry (Nameplates/Initials/Engraved). Its NAICS code is 458310 and its SIC code is 5944.