Fríða is a small family business owned by the couple Fríða J. Jónsdóttir and Auðunn G. Árnason. Fríða graduated as a goldsmith in 1992 and has worked at her craft ever since. They opened their own boutique in 2007 and are now located in central Reykjavík, Skólavörðustígur 18. Fríða’s designs are inspired by Icelandic folk art as well as the seashore. Production of the jewellery dose mostly take place in their workshop located in the store.