Aurum by Guðbjörg Unveils New Retail Strategy | The Jewelry News

Aurum by Guðbjörg unveils new retail strategy

Icelandic jewellery brand Aurum by Guðbjörg will be introducing a new retail strategy at International Jewellery London.

In a novel departure from the traditional retail format, Aurum’s co-founders Guðbjörg Kristín Ingvarsdóttir and Karl Jóhann Jóhannsson are on a mission to simplify the way the brand works with resellers in order to get closer to their stockists and cut out the ‘middle man’.

Thanks to a new website launched earlier this year, retailers will now be able order directly from the site.

The new website is easy to navigate and features images of products, alongside shots of the jewellery being worn, so retailers can browse by collection or product category or code.

Aurum will also offer several payment options such as prepay or 30-45 days payment (subject to contract).

By doing business this way, Aurum feel it’s a much more personal process for resellers.

Furthermore, the brand believes communication will be simplified and without a third party involved it can facilitate faster orders and better prices.

Aurum will also offer free shipping for retailers ordering over a certain amount of stock, and provide buyers with marketing support.

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