About.
Background
Born and raised in London - Alyx earned a law degree in her home city before advancing her studies in European and American law at a prestigious university in Spain. She launched her corporate career working alongside British Royalty, tech billionaires, and high-profile executives, including Sir Jonathan Ive, the late Mike Lynch, Sir John Parker, Lord Browne, and HRH Princess Anne. Here she developed and honed her skills for corporate culture; working with the likes of Jaguar LandRover, BAESystems, Shell, JP Morgan and Cambridge University.
Behind the scene of her corporate tenure, Alyx launched her first business —a luxury brand; that would go on to secure global distribution in Portugal, Dubai, the USA, France, Australia, and the UK. She built a vertically integrated production model, opening a private manufacturing unit in London, creating jobs, training technical specialists, and expanding from e-commerce to high-profile brand collaborations and events.
Her work caught the attention of major retail investors and media platforms like Selfridges and Netflix. She also built an exclusive VIP clientele, with custom orders from Beyoncé’s styling team, Teyana Taylor, and Amber Rose. Recognised as a disruptor in industry, Alyx’s brand was featured in Vogue, Harper’s Bazaar, and Cosmopolitan, leading to industry accolades and a nomination for the Young Woman in Business Award.
Following her first business, Alyx took a brief hiatus to invest in further learning; improving her understanding of commercial entities. She developed her own concepts on the topic through micro-business experiments. This period allowed her to expanded her portfolio and to write a series of informative guides - ultimately leveraging her ability to build, structure, and scale diverse ventures. As a result, Alyx built the beginnings of a multi-venture ecosystem, spanning manufacturing, fashion, digital platforms, web applications, a blog, executive consulting and a premium network for professional women.
As a busy multi founder, not only does Alyx enjoy testing micro-concepts, but she also enjoys building the systems that keep them running efficiently. By designing structured, scalable operations, she ensures that each venture can function independently and sustainably, allowing her to maintain a high-level, strategic role while the businesses continue to grow and evolve independently.
"My superpower is the ability to learn, deconstruct, optimise, and reimagine. When something captures my interest, I break it down, master the concept, and turn it into something valuable."
"The goal is to build environments that can survive without me.”
“I’m an unconventional entrepreneur. I enjoy variety, hands-on learning, and structured freedom. I don’t fit neatly into one industry, because I operate across many - from tech, fashion, business, and product development. My days shift from mapping systems for web applications, to stylised photoshoots, or from running an accountability session, to coding dashboards. I enjoy writing, whether it’s blog articles, books, lecture outlines or short personal development guides. I study, build, create, and experiment—constantly refining the way I work and think. I have a system for this entire process. Systems aren’t just for business—they’re essential for life and different personalities. I believe in designing frameworks that allow everything to function and flow together. This way I can make time to work, code, pout, date, and tickle my children without missing a beat. I focus on building businesses and personal systems that help me to operate well in both domains, whilst also building robust environments that can survive without me.”