We started the interview by asking,\u201cCan you take us back to the moment you witnessed the lavafall during the Fimmv\u00f6r\u00f0uh\u00e1ls eruption? How did that experience plant the seed for the idea of LAVA SHOW?\u201d<\/em><\/p>\n \u00a0<\/em>Ragnhildur\u00c1g\u00fastsd\u00f3ttir replied, \u201cWitnessing the lava fall at Fimmv\u00f6r\u00f0uh\u00e1ls was nothing short of awe-inspiring for us. It was a surreal experience, watching nature\u2019s 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\u2014capturing the awe and wonder of live lava flow in a way that people could safely and intimately experience.\u201d<\/p>\n Entrepreneur Mirror: 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?<\/p>\n Ragnhildur\u00c1g\u00fastsd\u00f3ttir replied, \u201cThe 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.<\/p>\n 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\u2014like 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.<\/p>\n And of course, the secret sauce of our business is this very lava melting process, but naturally, we can\u2019t reveal all the details. Let\u2019s just say it\u2019s our little bit of lava magic!\u201d<\/p>\n Entrepreneur Mirror: 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?<\/p>\n Ragnhildur\u00c1g\u00fastsd\u00f3ttir replied, \u201cSourcing lava from the 1918 Katla eruption is partly in respect for Iceland\u2019s natural history, but mostly because of the deeply personal connection that this eruption has to our family. My husband and co-founder, J\u00fal\u00edusIngiJ\u00f3nsson, is from the area just East of V\u00edk on the South Coast, and he grew up hearing the epic tale of his great grandfather\u2019s narrow escape from the immense glacial flash flood (\u201cj\u00f6kulhlaup\u201d) that followed the 1918 Katla eruption\u2014a story we\u2019ve woven into the Lava Show experience in V\u00edk.<\/p>\n 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\u00b0C to 1200\u00b0C. This process requires precision to ensure the lava melts correctly and flows as it would naturally.\u00a0By doing this, we are essentially bringing a piece of Iceland\u2019s volcanic past back to life, allowing our guests to witness the transformation of ancient, solidified lava back into its molten state.\u00a0And 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.\u201d<\/p>\n Entrepreneur Mirror: How did the challenges you faced with your sons\u2019 autism diagnosis influence your entrepreneurial journey? What role did their resilience play in reigniting your passion for this project?<\/p>\n Ragnhildur \u00c1g\u00fastsd\u00f3ttir replied, \u201cThe 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.<\/p>\n But one day, it struck us\u2014how could we ask them to chase their dreams if we weren\u2019t 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\u2014to create something lasting and meaningful, not just for us, but for them and others to be inspired by.\u201d<\/p>\n Entrepreneur Mirror: How do you go about craftingyour homemade lava products, and what makes them unique compared to other volcanic-inspired items?<\/p>\n Ragnhildur\u00c1g\u00fastsd\u00f3ttir replied, \u201cOur 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\u2019t find anywhere else.<\/p>\n Some of our items are even made of obsidian that we ourselves have produced. In Iceland, it\u2019s 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?<\/p>\n Our products are not just souvenirs; they are pieces of Iceland\u2019s 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.\u201d<\/p>\n Entrepreneur Mirror: Since launching in V\u00edk in 2018 and expanding to Reykjav\u00edk in 2022, how has the reception been from both locals and international visitors? What feedback has surprised you the most?<\/p>\n Ragnhildur\u00c1g\u00fastsd\u00f3ttir replied, \u201cWhen 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.<\/p>\n In fact, after we opened, we ran completely out of money. We couldn\u2019t afford to advertise or anything likes that, so for the first months, J\u00fal\u00edus 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 V\u00edk to Reykjav\u00edk. It has truly been a roller coaster.<\/p>\n Fortunately, the reception has been overwhelmingly positive, and we are incredibly proud of how far we\u2019ve come.<\/p>\n The feedback that we have enjoyed a lot is how deeply the show seems to move people\u2014many guests have told us that it connected them to the power of nature and the history of Iceland in ways they hadn\u2019t 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!<\/p>\n It\u2019s that kind of response that makes all the hard work worthwhile.\u201d<\/p>\n Entrepreneur Mirror: 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\u2019s circumstances?<\/p>\n Ragnhildur\u00c1g\u00fastsd\u00f3ttir replied, \u201cOkay, let’s not kid ourselves. Retrospectively, this was not the best planning my husband and I have ever done!<\/p>\n 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, J\u00fal\u00edus in V\u00edk running the show, while I stayed in Reykjav\u00edk 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.\u00a0The 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.<\/p>\n 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.\u00a0This project is as much about building a future for our children as it is about our passion for sharing Iceland\u2019s volcanic wonders with the world.<\/p>\n 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 V\u00edk. We chose the name \u201cFuni,\u201d 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.\u201d<\/p>\n Entrepreneur Mirror: What are your future plans for LAVA SHOW? Are there any new locations, experiences, or products on the horizon that you\u2019re excited to share with your audience?<\/p>\n Ragnhildur\u00c1g\u00fastsd\u00f3ttir replied, \u201cFor 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\u2019s natural wonders and the resilience of its people.<\/p>\n 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.\u201d<\/p>\n Lastly we asked,\u201cWhat advice would you give to other entrepreneurs?\u201d<\/p>\n \u201cDon’t have a baby at the same time. Hah!<\/p>\n But all jokes aside, I\u2019d say there are two key elements to consider from a pragmatic point of view:<\/p>\n 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.<\/p>\n 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.<\/p>\n 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: \u201cLife is what happens while you\u2019re busy making other plans.\u201d So most of all, enjoy the ride. It will be epic.\u201d Ragnhildur \u00c1g\u00fastsd\u00f3ttir concluded<\/p>\n Connect Ragnhildur\u00c1g\u00fastsd\u00f3ttir<\/a> on LinkedIn Also Read :-<\/strong><\/p>\nOvercoming Safety Hurdles<\/strong>
\n<\/strong><\/h2>\n![\"LAVA](\"https:\/\/entrepreneurmirror.com\/staging-site\/wp-content\/uploads\/2024\/10\/WhatsApp-Image-2024-10-15-at-11.18.58_5df3d7a4-300x201.jpg\")
<\/p>\nA Century-Old Lava Show<\/strong><\/h2>\n
Overcoming Obstacles<\/strong><\/h2>\n
![\"LAVA](\"https:\/\/entrepreneurmirror.com\/staging-site\/wp-content\/uploads\/2024\/10\/WhatsApp-Image-2024-10-15-at-11.19.03_6f52fab2-300x231.jpg\")
<\/p>\nBringing Lava to Life<\/strong>
\n<\/strong><\/h2>\n![\"LAVA](\"https:\/\/entrepreneurmirror.com\/staging-site\/wp-content\/uploads\/2024\/10\/WhatsApp-Image-2024-10-15-at-11.19.07_54ed46e6-225x300.jpg\")
<\/p>\nA Global Perspective<\/strong>
\n<\/strong><\/h2>\n![\"LAVA](\"https:\/\/entrepreneurmirror.com\/staging-site\/wp-content\/uploads\/2024\/10\/WhatsApp-Image-2024-10-15-at-11.19.11_88db9018-195x300.jpg\")
<\/p>\nStartup and Parenthood<\/strong><\/h2>\n
The Future of LAVA SHOW<\/strong>
\n<\/strong><\/h2>\nTips for Success<\/strong>
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\nVisit Lava Show<\/a> to learn more about it<\/p>\n