Her name means "goldbranch." This beautiful, beguiling Norse sorceress loves and desires nothing more than gold.
When she leaves the realm of the Vanir gods and travels to Asgard, home of the Aesir gods, in search of gold, Gullveig talks of nothing else. Worried by her gold-lust and the passions it arouses in them, the Aesir cast her into the fire, not once but three times. Each time she rises from the flame brighter and more beautiful.
When she then returns to the Vanir, they vow to avenge her mistreatment, and so begins the fabled war between the worlds.