Lovísa started her career in the profession in 2004, completing a degree in gold and silversmithing from the Reykjavík Industrial College in 2007 and a master's degree thereafter. Since childhood, Lovísa has loved various creative disciplines and it was clear early on that art was the path for her in life, she completed her matriculation examination in art/fashion design in 2002.

Lovísa draws her inspiration mostly from everyday life, where classics and new trends intertwine. Colors, materials and shapes have always been central to her design, which sets the tone for the diversity in her construction and design.

In 2013, Lovísa went into business under her own brand after working in the industry for several years. The first store was a small, cozy shop in the garage at home in Garðaflót, but in 2021 the shop and workshop moved to Vinastræti in Garðabær.

In the fall of 2024, the company moved again, opening a new store and workshop at Silfursmári 8 in Kópavogur, and at the same time, Lovísa changed the company's logo and name to BY•L.