Meet the Founder: Laura Rafalovica

Hi! I’m Laura – the founder of Cardi Craze, and one half of the cardigan-obsessed duo behind the brand.

Originally from Latvia, I moved to the UK to study Film Production – and in doing so, I found more than just a creative career path. I met El (Elvira Guo), became fast friends, and through some experimentation, Cardi Craze was born.

I’ve always believed that visual language has the power to change how we feel. A beautiful film scene, a perfectly framed photograph, a golden-lit street – they all evoke something. So when you combine that feeling with the sensory comfort of soft knits, you’re no longer just wearing a cardigan. You’re wearing an emotion.

Some of my favourite ideas come from tiny, joyful moments. Watching a movie that makes me cry and laugh (my favourite is Everything Everywhere All At Once), sitting in the sun with a Sunday morning coffee, or just wandering the aisles of a veggie shop. These feelings – warmth, connection, lightness – are exactly what we try to bring with our cardigan designs.

I’m an introvert, a quiet thinker by nature, but I’ve always found my voice in creative work. I used to follow trends (unsuccesfully), unsure of my own style, but starting Cardi Craze helped me find it. Now I wear what I want, when I want – whether that’s soft earthy tones or a bright dopamine pop. I think a lot of our customers relate to that freedom.

My personal favourites change daily, but I’ve got a soft spot for our Brown Harvest Cardigan – especially since I’m a veggie-lover and autumn is my soul season. I often wear it when I go grocery shopping, feeling wrapped up in something joyful and totally me.

Now, Cardi Craze has grown into a colourful little corner of the world, with an international community that shares our love for comfort, self-expression, and cardis that spark joy. Whether you're a long-time collector or brand new here – I'm so glad you've found us.

P.S. My go-to market snack is a vegan Biscoff brownie or a juicy golden apple, and you’ll usually find me in a local coffee shop, drawing to lofi beats with a cardigan draped over my chair, dreaming of the next knit to bring to life.

– Laura 💛