shop of the year 2011 - reykjavÍk
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Previousshops of the year
2010 GullkúnstHelgu
2009 BlueLagoon
2008 Kraum
2007 IÐA
2006 12Tónar
2005 FranchMichelsen
2004 ELM
2003 Veiðihornið
2002 66°North
2001 Penninn
2000 Víkurprjón
1999 Rammagerðin
1998 SævarKarl
1997 Flex
1996 Málogmenning
VIsIt reyKJaVÍK
Aðalstræti2101Reykjavík
Tel:+3545901500Fax:+3545901501
E-mail:info@visitreykjavik.is
www.visitreykjavik.is
The Njörður shield, now being awarded for the sixteenth
year, is an encouragement award from the City of
Reykjavík, Our City Centre, Global Blue, Iceland Refund,
Federation of Trade and Service, The Association of
Merchants and the Federation of Icelandic Trade. The
aim of granting the award is to encourage improved
service in shops for foreign guests in Reykjavík.
Njörður, with whom the shield is associated,
was originally a fertility god but later a god for
seafarers, and was said to be a money-lover. At
this time, seafarers often pursued trading and so it
is applicable to associate a yearly encouragement
award to tourist shops with a god of sailing and trade.
When nominating the Shop of the Year, a shop is
rewarded that has achieved success in sales and
marketing to visitors. The shop should show initiative
and originality, provide good customer service and
employ staff with good product knowledge and
language skills. In addition, an assessment is made
of the shop’s appearance, lighting, and approach.
the 2011 wInner Is aurum at BanKastrætI 4
Reykjavik is a buzzing city of culture where
cosmopolitan currents and tradition meet. Shopping
in Reykjavik has never been more fun. Whatever
you’re looking for, you’ll find it here. Everything from
internationally known brands to Icelandic design can
be found at attractive prices. An added bonus for
visitors is the tax-free shopping, which results in a
15% tax refund upon your departure. Reykjavik has
a lot to offer and doesn’t have to strain your budget!
have fun shopping in reykjavík!
SHOP OF THE YEAR 2011
shop of the year 2011
shop of the year 2011
Icelandic designer and jeweller Guðbjörg Ingvarsdóttir is the woman
behind Aurum, a jewellery brand established in 1999. After studying
both goldsmithing and design abroad, Guðbjörg came back to Reykjavík
and opened a little jewellery shop in the city centre. Her initial aim was
to offer genuine Icelandic jewellery, designed and crafted locally. The
jewellery quickly attracted attention and their modern yet timeless
motifs were a breath of fresh air. Jewellery design was perhaps new
for the Icelandic consumer, as creativity had generally taken a back
seat to tradition in that field in the past. In her design Guðbjörg seeks
inspiration in Iceland’s unique nature but her jewellery pieces don’t
imitate but rather evoke the atmosphere of whatever she is influenced
by. In 2008 Guðbjörg won the Icelandic Visual Arts Award – the only
award given for design in Iceland – for five of her jewellery collections.
In early 2009 an opportunity arose to fulfil Guðbjörg´s dream of increasing
the selection of products even further. The idea was to open an attractive
and well designed store that offered beautiful design goods for everyone
– men and women, every age and Icelanders as well as foreign visitors.
Adding to the jewellery store Aurum now has a design and lifestyle section
that offers a broad variety of design products from around the world. The
goal is to keep introducing new products and fill the store with goods
that preferably have not been available on the Icelandic market before.
In 2010 Guðbjörg decided to expand her design and in collaboration with
a Finnish design studio she created fine china tableware. Her goal is that
Aurum will grow into a versatile brand offering a variation of product design.
Aurum received Njarðarskjöldurinn „Shop of the Year“ 2011,
an encouragement award granted by the City of Reykjavík and
partners. The objective of the award is to encourage increased
quality shopping for tourists in Reykjavík. Aurum specializes
in Icelandic jewellery design as well as design- and gift ware
from around the world.
AURUMBankastræti4-101ReykjavíkTel:+3545512770Opening hoursMon-Fri10-18andSat11-17info@aurum.iswww.aurum.is
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