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 Hafnarfjörður in 2007, but relocated to the heart of downtown Reykjavík in 2015, at Skólavörðustígur 18. Fríða’s designs are inspired by Icelandic folk art as well as the seashore. She designs modern jewelry that is comfortable to wear. Production of the jewelry dose mostly take place in their workshop located in the store.