Aurum by Guðbjörg Jewellery has reported that its online sales continue to grow even a year into the pandemic.

The Icelandic brand saw online sales double year-on-year through 2020, and its year-to-date online sales are up around 300% compared to the same period in 2020.

Speaking about the “lifeline” that e-commerce has provided the company in the past 12 months, Karl Johansson, CEO and co-founder, commented: “We’ve been online for 12 years but we used to think of it as a platform to support our existing customers.


“However, with little visibility into expanding our physical retailer network, we’ve spent the past 12 months aggressively promoting our online store. It allows us to instantly address a global market and deal directly with customers.”

Johansson also believes that another factor in the brand’s success during 2020 and the first quarter of 2021 has been that customers have had more money to spend.

He said: “We’ve come to realise that a lot of people are working from home and actually have more disposable income that would otherwise have been spent on travel and entertainment.

“One wouldn’t think of Covid-19 as a positive for the jewellery sector, and we don’t know how it’s affected the industry as a whole, but in our case we have definitely seen an uptick in online sales to existing and new customers.

“Conversion rates and average order values are up substantially. Peering into the minds of consumers, it might be that online shopping is a substitute for these physical experiences.”