RagnhildurÁgústsdóttir, also known as LadyLava, is the co-founder of LAVA SHOW, an innovative live performance that recreates volcanic eruptions using real lava. That is inspired by the awe-inspiring sight of a lavafall during the Fimmvörðuháls eruption; Ragnhildur and her husband JúlíusIngiJónsson turned their fascination with Iceland’s volcanic activity into an immersive experience for audiences. With a strong passion for Iceland’s natural history, Ragnhildur has played a key role in designing the show to both educate and captivate, making volcanic power accessible and safe to witness first-hand.
The Seed of LAVA SHOW
We started the interview by asking,“Can you take us back to the moment you witnessed the lavafall during the Fimmvörðuháls eruption? How did that experience plant the seed for the idea of LAVA SHOW?”
RagnhildurÁgústsdóttir replied, “Witnessing the lava fall at Fimmvörðuháls was nothing short of awe-inspiring for us. It was a surreal experience, watching nature’s raw power unfold before our eyes. The mesmerizing flow, the intense heat, and the sheer scale of the lava fall left an indelible mark on both of us. It was in that moment we realized how few people in the world will ever have the chance to witness something so extraordinary. The idea for LAVA SHOW was born out of our desire to recreate that experience—capturing the awe and wonder of live lava flow in a way that people could safely and intimately experience.”
Overcoming Safety Hurdles
Business Magazine UAE : What was the biggest challenge in bringing the concept of a live lava show to life, especially ensuring the safety of the audience while allowing them to experience the intense heat and spectacle up close?
RagnhildurÁgústsdóttir replied, “The biggest challenge was definitely balancing the spectacle of live lava with the safety of our guests. We had to invent and refine methods to first create and then control the flow of molten lava and dissipate the intense heat. Thisinvolved extensive testing, custom-built equipment, and a collaboration with experts in engineering, geology and safety.
One of the most complex aspects was figuring out how to create a lava melting process that would ensure the lava was always ready on time and exactly perfect for every single show, multiple times a day. It was incredibly difficult and complicated—like taming a volcano on a schedule! Achieving the right temperature and consistency for the lava to flow just as it would in a natural eruption, was no small feat. We went through countless iterations and fine-tuning to get it right.
And of course, the secret sauce of our business is this very lava melting process, but naturally, we can’t reveal all the details. Let’s just say it’s our little bit of lava magic!”
A Century-Old Lava Show
Business Magazine UAE : The lava used in your shows originates from the 1918 Katla eruption. Could you share more about the process of sourcing and preparing this century-old basaltic tephra for your presentations?
RagnhildurÁgústsdóttir replied, “Sourcing lava from the 1918 Katla eruption is partly in respect for Iceland’s natural history, but mostly because of the deeply personal connection that this eruption has to our family. My husband and co-founder, JúlíusIngiJónsson, is from the area just East of Vík on the South Coast, and he grew up hearing the epic tale of his great grandfather’s narrow escape from the immense glacial flash flood (“jökulhlaup”) that followed the 1918 Katla eruption—a story we’ve woven into the Lava Show experience in Vík.
The basaltic tephra we use is collected from the vast lava fields (in the form of black deserts and black beaches) left by that eruption and glacial flash flood. This material is then carefully prepared by heating it to the same temperatures as during an actual volcanic eruption, which is around 1100°C to 1200°C. This process requires precision to ensure the lava melts correctly and flows as it would naturally. By doing this, we are essentially bringing a piece of Iceland’s volcanic past back to life, allowing our guests to witness the transformation of ancient, solidified lava back into its molten state. And while the lava is obviously the highlight of the show, storytelling is equally important to us, as it offers a rich, cultural perspective on how the raw Icelandic nature has formed and how Icelanders have learned to live with volcanoes through the ages.”
Overcoming Obstacles
Business Magazine UAE : How did the challenges you faced with your sons’ autism diagnosis influence your entrepreneurial journey? What role did their resilience play in reigniting your passion for this project?
Ragnhildur Ágústsdóttir replied, “The idea for LAVA SHOW was sparked before our sons were diagnosed with autism, but when the diagnosis came, we decided to put the project on hold to focus entirely on their needs. We wanted to give them all the support and attention they required to thrive. Over time, as we watched them grow and succeed, we found ourselves constantly encouraging them to follow their dreams, to believe in themselves, and to know that they could achieve anything if they worked hard enough.
But one day, it struck us—how could we ask them to chase their dreams if we weren’t chasing ours? We realized that to truly lead by example, we needed to pursue our passion for LAVA SHOW. Their courage and resilience inspired us to pick up the idea again. If our boys could face their challenges head-on and succeed, then we knew we could too. In many ways, their journey mirrored ours; just as they worked through their unique challenges, we worked through the obstacles of bringing this ambitious project to life. Their resilience became a daily reminder of why we were pursuing this dream—to create something lasting and meaningful, not just for us, but for them and others to be inspired by.”
Bringing Lava to Life
Business Magazine UAE : How do you go about craftingyour homemade lava products, and what makes them unique compared to other volcanic-inspired items?
RagnhildurÁgústsdóttir replied, “Our lava products are truly one-of-a-kind, crafted with the utmost care and attention to detail by our own skilled staff. Every item is handmade using lava from our shows, ensuring that each piece is authentic and directly connected to the LAVA SHOW experience. We take pride in using only the best materials; apart from our signature lava, we primarily work with silver and stainless steel, which we hand weave to create unique lava items that you won’t find anywhere else.
Some of our items are even made of obsidian that we ourselves have produced. In Iceland, it’s illegal to take lava from nature without explicit permission, and obsidian is especially revered. But during COVID, with no customers and a lava melting furnace at our disposal, we figured out a way to actually produce obsidian ourselves! Pretty neat, right?
Our products are not just souvenirs; they are pieces of Iceland’s volcanic history, transformed into beautifully crafted items that reflect the forces of nature and the skill of our artisans. This is probably the reason why our LAVA SHOW products make popular souvenirs and gifts to bring back home, offering a special connection to the volcanic power of Iceland.”
A Global Perspective
Business Magazine UAE : Since launching in Vík in 2018 and expanding to Reykjavík in 2022, how has the reception been from both locals and international visitors? What feedback has surprised you the most?
RagnhildurÁgústsdóttir replied, “When we started out, everyone thought we were crazy! We struggled to get funding, so we ended up doing it mostly with our own money, a few small grants, and help from what we call the FFFs: friends, family, and fools! From the very beginning, we believed we had something special, but the journey was far from easy.
In fact, after we opened, we ran completely out of money. We couldn’t afford to advertise or anything likes that, so for the first months, Júlíus would do the show for just a handful of people. It was incredibly difficult, but we never lost hope, not even when COVID hit. Somehow, with help from our family, friends, partners, and consistently amazing customer reviews and good word of mouth, we managed to pull through and eventually expanded from Vík to Reykjavík. It has truly been a roller coaster.
Fortunately, the reception has been overwhelmingly positive, and we are incredibly proud of how far we’ve come.
The feedback that we have enjoyed a lot is how deeply the show seems to move people—many guests have told us that it connected them to the power of nature and the history of Iceland in ways they hadn’t anticipated. Honestly though, best of all is the reaction from the locals. You see, we Icelanders are so used to volcanoes that they often come in with rather low expectations that the show will be for tourists-only, cheesy and even boring. Therefore, it is very rewarding to hear them come out flabbergasted at how entertaining it was and how much even they learned!
It’s that kind of response that makes all the hard work worthwhile.”
Startup and Parenthood
Business Magazine UAE : Your third son, Funi, was born the same year as your first LAVA SHOW. How do you balance the demands of running a unique start-up with the responsibilities of parenthood, especially given your family’s circumstances?
RagnhildurÁgústsdóttir replied, “Okay, let’s not kid ourselves. Retrospectively, this was not the best planning my husband and I have ever done!
Balancing parenthood with running a start-up has been challenging to say the least. And it did not make it easier that we had to live apart – long distance – for almost four years, Júlíus in Vík running the show, while I stayed in Reykjavík with the kids, working a full time job to make sure we would not go bankrupt. It was hard, I won’t lie. But those are the sacrifices you have to make. The key has been to integrate our work with our family life as much as possible, ensuring that our children are part of this journey in meaningful ways.
And let’s not forget that once things finally get going for the business, it is incredibly rewarding. And best of all is to see how proud the boys are. This project is as much about building a future for our children as it is about our passion for sharing Iceland’s volcanic wonders with the world.
A little side story since you mention Funi’s name as it was deeply influenced by the LAVA SHOW start-up journey. He was born just a few months before we opened the doors for the first-ever show in Vík. We chose the name “Funi,” because it is not a common name, quite rare in fact, and actually means flame or fire, a name that resonates strongly with the essence of our business. It symbolizes the fiery passion that drives both our family and the LAVA SHOW.”
The Future of LAVA SHOW
Business Magazine UAE : What are your future plans for LAVA SHOW? Are there any new locations, experiences, or products on the horizon that you’re excited to share with your audience?
RagnhildurÁgústsdóttir replied, “For now, our focus is on building a successful business with the main objective of providing an unforgettable experience that helps people truly understand the power of our beautiful volcanic island. We want every guest to leave with a deeper appreciation of Iceland’s natural wonders and the resilience of its people.
As for the future, we are always dreaming and thinking ahead. And maybe one day, who knows, we might be able to expand LAVA SHOW beyond Iceland to other volcanically active areas around the world, sharing their rich history and unique stories as well. But for now, our hearts and efforts are fully dedicated to perfecting the experience we offer here in Iceland.”
Tips for Success
Lastly we asked,“What advice would you give to other entrepreneurs?”
“Don’t have a baby at the same time. Hah!
But all jokes aside, I’d say there are two key elements to consider from a pragmatic point of view:
First, expect everything to take three times the amount of time, effort, and money than anticipated. It is BRUTAL how fast the money disappears and how horrifyingly fast time flies by.
Second, be absolutely sure who you are going into business with. Do your business partners share your vision? Do they have the necessary grit to see it through the tough times? Can you resolve disagreements without damaging your relationship or trust? Honestly, the team is the single most important part of your business. So make sure you have surrounded yourself with the best one.
From a more romantic approach, remember that there is no such thing as failing. You either win, or you learn. Or as the great John Lennon said: “Life is what happens while you’re busy making other plans.” So most of all, enjoy the ride. It will be epic.” Ragnhildur Ágústsdóttir concluded
Connect RagnhildurÁgústsdóttir on LinkedIn
Visit Lava Show to learn more about it
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