In 2008, industrial designer Ti Chang founded INCOQNITO, a line of intimate accessories that also function as fashion jewellery, thus creating the category of pleasure jewellery. Soon after, Michael Topolovac, a serial entrepreneur, was in the early stages of founding Crave, working to offer modern products and an improved shopping experience in the category. By chance, Michael and Ti met at a convention in 2010 and joined forces to bring Crave to life and grow it into the brand it is today.