What you’ll learn in this episode: How Guðbjörg has made sustainability part of every aspect of her business, from jewelry materials to packaging Why Guðbjörg is inspired by Iceland’s natural landscape, and why she encourages tourists to visit more remote parts of the country Why creating the best design often means stepping away from it Why people who want to start their own jewelry brands must constantly push themselves to come up with new ideas About Guðbjörg Kristín Ingvarsdóttir Guðbjörg Kristín Ingvarsdóttir is a goldsmith, jewelry designer and co-founder of the award-winning sustainable jewelry brand Aurum, Iceland's leading jewelry brand. Guðbjörg studied goldsmithing at Copenhagen Technical College, completing the journeyman’s examination in 1993. She then completed the master craftsman examination in goldsmithing at Reykjavík Technical College in 1994, subsequently returning to Copenhagen to study jewelry design at the Institute for Precious Metals. She ran the jewelry workshop Au-Art in Copenhagen from 1996 to 1999 in collaboration with others.  In 1999, Guðbjörg returned to Iceland and founded the design and jewelry brand Aurum. Her designs have attracted much attention worldwide and she has taken part in many international design exhibitions, both as a solo designer and as part of a group. She was awarded first prize in the jewelry competition "Spirit of the North" in St. Petersburg in 2000; received the DV Cultural Award in Reykjavík for art design in 2002; and received the Icelandic Visual Arts Award for design in 2008. In 2011, Aurum received the Njarðarskjöldur award for Best Tourist Shop of the Year and in 2015 the Grapevine Shop of the Year award. Aurum has been recommended by several international publications such as Timeout, Conde Nast Traveler, Elle, GQ and Lonely Planet. Additional Resources: Website Instagram Twitter Pintrest Photos:  Erika 5: We launched the Erika collection to commemorate our 20th anniversary, Erika encapsulates the spirit of Aurum's origins. "Picture a picnic in the Icelandic countryside. A young girl fascinated by the delicate flowers, collecting them for her mother. And writing a fairy tale in her diary about her hopes and dreams. 20 years later, Guðbjörg has drawn on these indelible memories for inspiration in creating the very special Erika Collection." Swan 455 and Swan 456: Aurum by Guðbjörg's range of luxurious 14kt gold plated and 925 silver cufflinks and wedding bands in 14kt or solid 18kt gold, are perfect for a wedding day, civil partnership or to mark an anniversary or engagement. Landscape - LAX collection: Quoted from Gudbjörg: "I love living in Iceland; all my family lives here, and my design work is continually inspired by the natural environment of the country." Pakkningar: We have resolved to introduce eco-friendly thinking into every aspect of the AURUM brand. For example, we only use recycled precious metals. Our jewellery is made here in our workshop in Iceland, and we make our gift boxes to look like the stones found on the beaches of the Western Fjords, using paper from mulberry trees, which has little to no effect on the ecosystem because the trees are not cut down – the paper is made from the leaves.   Transcript: Coming from Iceland, a country known for its pristine environment, it’s no surprise that Guðbjörg Kristín Ingvarsdóttir founded her jewelry brand on the principle of sustainability. Growing up in the remote countryside, she still turns to nature for inspiration when designing award-winning pieces for her global brand Aurum. She joined the Jewelry Journey Podcast to talk about what it was like growing up in Iceland; why Aurum uses only lab-grown diamonds and recycled metal; and what her advice is for young jewelers who want to start their own brands. Read the episode transcript here.   Sharon: Hello, everyone. Welcome to the Jewelry Journey Podcast. Today, my guest is Guðbjörg, one of the most well-known jewelry designers in Iceland. She’s