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Debenhams’ Gydja Collection EFJ perfume launch proves success


The Icelandic fashion design brand, Gydja Collection launched its first perfume at Debenhams in Iceland over the weekend. The ’EFJ Eyjafjallajokull by Gydja’ perfume was released on to the market on Saturday with the launch ceremony and after party proving to be a complete success.

The ’EFJ Eyjafjallajokull by Gydja’ perfume is named after the Iceland volcano, Eyjafjallajokull and is actually made using water from the surrounding glacier.

There has been a lot of anticipation surrounding the release of the Gydja Collection perfume, both in Iceland and abroad, and now it is available in stores across Iceland including Hagkaup, Debenhams, Keflavik Airport duty free and various fashion outlets in downtown Reykjavik.

A percentage of sales revenue will go straight to an incentive fund, established by Gydja executives, for women in ICE-SAR, the Icelandic search and rescue team.

“We had a special interest in supporting ICE-SAR because of the tremendous work they did during and following the Eyjafjallajokull volcanic eruption last spring. The fund is intended to help support women in the rescue team, raise awareness of women’s participation in the team and therefore encourage other women to join ICE-SAR,” explained Sigrun Lilja Gudjonsdottir, owner of Gydja Collection.

Further details regarding the Icelandic design brand Gyda Collection can be found at


 EFJ Perfume
 Gydja Collection
 Debenhams Perfume
 Fashion Design

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