From Fireflies to Plush Dreams
I grew up in a small village surrounded by nature and my beloved pets. My childhood was filled with magical moments — chasing fireflies, spoting wild animals in the mountains, watching the stars on silent nights. Over time, things changed: You cannot see that many animals anymore — every time there are fewer.
When I wasn’t out in nature, I could always be found playing with dolls — the little worlds they hold, the stories they tell. Barbie was my favourite, with her endless accessories and limitless imagination.
Maybe that’s why, as an adult, I’m still captivated by dolls and games like Elf on the Shelf — a book and elf doll that visits homes during Christmas. The elf moves around at night, and families often make it look like it’s getting into mischief. Believe me, I’m a huge fan of this tradition and the way to keep the magic in the world.
Arts & Crafts
At the same time, I was growing up with hands full of glue, yarn, and paint. My mom introduced me to the joy of crafting when I was little — and from that moment, creativity became a part of my life. I love exploring techniques: painting, woodwork, resin, textiles… Making things was my way of showing love.
Later, I began studying graphic design part-time, and started applying what I learned to my handmade creations. I’m still learning — but with each new piece, I feel closer to the world I dream of creating.
A Life of Movement and Magic
My path has never been straight. I’ve lived and worked across the world: as a hotel entertainer in Spain, an au-pair in England, a tour guide in Thailand… even Santa Claus’s assistant in the snowy forests of Lapland. But through it all, one thing remained constant — the joy of storytelling and the power of play. I still smile when I remember the themed days and mini-discos — those moments when everyone danced and played like kids again, forgetting the world.
Iceland — A Place I Call Home
In 2023, a phone call changed everything. A friend offered me a job in Iceland — a place I had never imagined myself living. I hesitated. But six days later, I was landing in the land of fire and ice.
That decision changed my life in ways I couldn’t imagine.
And I had the opportunity to spent two years traveling around Iceland thanks to my previous work with a camper van company: I fell in love with the quiet landscapes, the hidden corners, and the sense of vastness that only Iceland can offer.
Puffins & Muffins
During my first year, I had searched for puffins across Iceland, trying to spot them in the wild. It took nearly a year to see them up close — but when I finally did, I fell in love. They were so tiny, so sweet, so full of life. I remember thinking: What if people could take one home? (At least in spirit.)
That idea stayed with me.
At one point, I even wanted to open a little coffee shop called “Puffin Muffin”. I tried baking them myself — and while they tasted great, they looked… nothing like puffins. But it was a fun (and delicious) chapter of my life.
Light In The Dark
In May 2024, my father was diagnosed with cancer. His health declined quickly and I had to leave everything behind and returned to Spain to be with him and my family.
It was a quiet and painful time — but also a time of reflection. Here is where I started to draw again to help me feel better during a hard time.
My partner had to stay in Iceland, but he gave me a handmade plush he had sewn himself for me, so I could feel close to him. I remember hugging it and feeling nice. It might sound silly, but it really did make me feel better.
That was the seed. That’s when LOÐVINIR began to take shape — even if I didn’t know it yet.
Creating with Purpose
Thankfully, my father began to recover, gaining strength day by day. A few months later, I returned to Iceland and I had the idea to make an illustrated book with some of the illustrations. I was thinking about a 15-20 pages book, but I end up finishing one with over 100 pages. Not sure how it happened.
I didn’t have a job, so at the same time, I used my free time to create plush animals — experimenting with materials, shapes, and textures. I made a few models…
But I knew the quality wasn’t there yet. I wanted something more: something meaningful, well-made, soft but powerful. Something full of soul.
The Fluffin Puffin
After reaching out to various workshops and companies specializing in plush toys, I found a truly special collaboration — a small ethical workshop led by a Peruvian woman. Her team crafts handmade alpaca plushies that are certified cruelty-free, sustainably sourced, and made with genuine care.
After months of prototyping and work, we brought our first Icelandic friend to life: the fluffy fluffin, an icelandic puffin.
And who knows? Maybe one day we’ll be able to make them in Iceland. But every journey begins one step at a time.
A Brand Inspired by Connection
At the same time, I started to work with an Icelandic designer company. I didn’t expect much at first — but that job became something I truly loved. I worked closely with a team of strong women, and a man, who cared deeply about their work, the planet, and the stories behind each product.
That experience shaped LOÐVINIR more than I could’ve imagined, not just in terms of values, quality and care. But in some other details, like our limited collection of colors, inspired by the vibrant colors of that brand. There, I learned that good design doesn’t just look beautiful — it feels personal.
Giving Back to Nature
In early 2025, I traveled to Costa Rica — a journey born of my passion for animals and conservation. There, I made a decision:
LOÐVINIR would be more than just a plush toy. It would give back.
I wanted each plush to support animals in need — especially in Iceland, where puffins, arctic foxes, and whales face real threats. LOÐVINIR would be their voice — soft, but strong.
Shortly after my return from Costa Rica, my father’s health declined again. I went to Spain once more. And once more, I turned to creativity as my safe space, my lifeline, the thing that gave me joy in the midst of grief.
To quiet my overthinking, I focus on my dreams, LOÐVINIR — finishing every detail and pouring all the love I can into this little project.
On April 12th, my father passed away.
He was a hard worker— someone who followed his goals with courage, no matter the risks. He wasn’t afraid to build something of his own, to try, to fail, to try again.
A Mission from the Heart
Back in Iceland, I picked up the pieces. I started building again — not just a brand, but a mission.
Something soft. Something wild. Something true.
And now, it’s no longer just a dream.
I have my LOÐVINIR friends here to hug me. To remind me that love, nature, and childhood magic still live inside us — if we dare to hold on.
And now, they’re ready to share their love, care, and softness with anyone who’s open to receiving it.
What LODVINIR Stands For
- A friend who is always ready to give you a hug
- Inspired by and giving back to Iceland’s wildlife — every plush supports animal protection initiatives in Iceland
- Handmade Icelandic plush animals, crafted with care and purpose
- Ethical, cruelty-free alpaca plushies from certified sustainable workshops
- A story in every stitch — more than a toy, a lifelong companion
