ABOUT

I’m a ‘Life-Stylist’.

My expertise lies helping busy women dress exceptionally well for the mundane.

At age 11, I asked Father Christmas for Victoria Beckham’s style book ‘That Extra Half an Inch’. To say I devoured it would be an understatement—it sparked my lifelong passion for studying style and maintaining high standards for my own daily wardrobe.

Since then, I’ve gained qualifications in fashion and textiles, hairdressing, and makeup artistry, along with a degree in marketing (which I nearly abandoned halfway through to become my hairdresser’s apprentice!)

Navigating a business and marketing degree as a person with dyslexia was challenging, to say the least. To make it work, I started offering personal styling services in exchange for tutoring in my toughest subjects. As I passed my exams, I watched my highly intelligent (and quite geeky) tutors transform into confident, impeccably dressed individuals. Witnessing this change in real time had a profound impact on me.

Over the past decade, I’ve built a successful career as a professional marketer for tech startups, and I’ve leveraged my sense of style and commitment to personal grooming to help advance my career. While developing my skills as a marketer, I’ve also continued to study personal style with the addition of fashion history, colour analysis and body-typing systems, including David Kibbe’s methodology.

You may know me from my Instagram page, @ldy.alx, which I started in 2022 to pull myself out of a style rut after two tough years of lockdowns in Melbourne, Australia.

By sharing my daily outfits, explaining why I choose to dress well for the mundane, and breaking down the styling methods behind my looks, I began to build a loyal community - and they began to ask for personalised style analysis.

I opened my services to clients, and the rest as they say, is history.