Júlíus and Ragnhildur not only created a family together but also founded The Icelandic Lava Show. Since their days back in college, they already knew they would want to start a company together. In 2010, after they saw the volcano eruption at Fimmvörðuháls and were incredibly touched by the experience, they came up with a business idea. Fascinated by the confrontation of fire and ice and the aftermath of the two's collision, they devised a plan for how others could enjoy the scene, too, without putting themselves in danger. This is how the show, where people witness the eruption, the heat that it disperses, and the sounds it generates, was created.