Meet Alexandra Alvarez | Entrepreneur & Events Producer

We had the good fortune of connecting with Alexandra Alvarez and we’ve shared our conversation below.

Hi Alexandra, can you share a quote or affirmation with us?
It’s a long one, but I have this quote on my wall and read it every morning:

“For what it’s worth…it’s never too late, or in my case too early, to be whoever you want to be. There’s no time limit. Start whenever you want. You can change or stay the same. There are no rules to this thing. We can make the best or the worst of it. I hope you make the best of it. I hope you see things that startle you. I hope you feel things you never felt before. I hope you meet people who have a different point of view. I hope you live a life you’re proud of, and if you’re not, I hope you have the courage to start over again.”

I resonate with this quote so strongly because it’s a powerful reminder that there are no rules to this thing called life. It’s not about the destination but the journey itself—the people you meet, the experiences you make, and the souls you touch along the way. It’s a reminder to not be too hard on yourself and to embrace the fact that you are in control of your circumstances and how you perceive things, even when you feel like you’re not. Life truly is what we make of it, and you can always pivot if you find yourself unhappy. There’s no such thing as being too young or too old to start something new, we are always just one decision away from a completely different life.

The quote is a quote from the movie adaption of The Curious Case of Benjamin Button, even though F.Scott Fitzgerald gets a lot of the credit, it was actually written by the screenwriter of the film, Eric Roth.

Can you give our readers an introduction to your business? Maybe you can share a bit about what you do and what sets you apart from others?
Like many, my journey as a small business owner began during the pandemic. At the time, I was working in Features Casting at Walt Disney Studios, being away from the studio and with everyone working from home, the magic of Disney wasn’t really there for me anymore. I’ve always been a creative and like many others during the pandemic, I found myself in nightly habit of scrolling through Tiktok, one night the algorithm began to show me small business content and the rest is history.

My small business was actually born from a vivid dream I had, after a late night of falling down the Tiktok small biz rabbit hole, I had about my little brother, who had passed away a few years earlier. It’s hard to put into words, but that dream was transformative. When I woke up, I felt an overwhelming sense of clarity and purpose. I knew exactly what I was supposed to do.. The very next day, I began my business, Love x Alex, and never looked back. He even named it for me in that dream, so I took his initials L.X.A. and Love x Alex was born! (pronounced Love by Alex) The vision for my business came from the heart. It was a way to honor my brother’s memory and channel my grief into something positive and impactful. The pandemic, despite its challenges, gave me the time and space to reflect on what truly mattered to me, that’s when I decided to take the leap and turn my dream into reality.

At the beginning, Love x Alex started by selling inspirational stationery, custom journals, and office accessories with inspirational quotes and sayings. It quickly evolved into a female boutique offering much more including apparel, jewelry, and accessories, which it still does today. One thing I am proud of is the brand and brand image I’ve created for Love x Alex, I cant begin to tell you how many times I’ve been out shopping at other markets and me and my dog, Lexie are recognized as the girls with the sparkly pink tent! I’ll be honest with you, Lexie is the one who’s recognized more, she’s the true star of the show!

After COVID, when the world began to open up again, I was eager to get out there and begin showcasing my products in person. That’s when I began signing up for vendor markets across LA and I quickly discovered the wild world of vending in Los Angeles and the unfair practices prevalent across markets.

At the beginning, I would try any and every marketplace that came my way, but I slowly began to learn what a cash grab the industry could be. It felt like anyone and everyone saw an opportunity to take people’s money and run, without properly advertising and marketing their events, insuring vendor safety, or even securing the proper permits to operate correctly. Over the years, I’ve seen it all—the good, the bad, and the ugly. What’s been the most difficult, is witnessing the pain and discouragement among my fellow vendor peers. Many even considering giving up their dreams of running a small business due to the unsafe and unfair practices across in the market space.

After one particularly emotional conversation with a friend, I felt defeated. I had spent $225 to be at a marketplace where not a single soul showed up—not one customer. Frustrated, I said, “I’ve had it already! I want to give up on my business. I feel like I’m not good enough. I wish I could start my own market.” My friend, who is an events director for a successful events company in LA, simply replied, “Why don’t you?”

She inspired me to make the jump, and that night, Valley Vibes Market was born.

With Valley Vibes Market, I was determined to create a space where vendors and customers felt seen, respected, and understood. Life happens; we’re only human, after all! It’s only fair to be treated as such, and it’s especially important when you’re first starting out. It can be very discouraging to be part of a marketplace that doesn’t do its due diligence to get guests to show up, doesn’t take vendor or customer safety into consideration, acts dismissive or unkind to vendors, or one that doesn’t offer refunds for emergencies or cancellations due to weather. Valley Vibes Market aims to change all that, providing a supportive and fair environment for everyone involved and I hope you all can join us for our first event this July!

Valley Vibes Market, a vibrant celebration of artistry, culinary delights, and community spirit. Hosted at the iconic Autry Museum of the American West in Griffith Park on Sunday, July 14th from 10am – 4pm, this event promises to be a feast for the senses, bringing together over 60 exceptional vendors showcasing unique and handcrafted goods perfect for every taste and style.

From vintage clothes to succulents to geeky finds and Y2K gems, our market promises an eclectic array of goods for sale from the best small businesses in the city. Well-known LA staples like The Caffeinated Cart and Gooey Center Bakery along with food trucks including District Burger, FryDay, Sabrossa, Noods, and Sure Good Soft Serve join the culinary offerings of the event. Whether you’re shopping for unique finds, enjoying delicious eats, or just soaking in the vibrant community atmosphere, Valley Vibes Market has something for everyone!

60+ Vendors: Explore a diverse range of artisanal products, from handmade jewelry and crafts to vintage finds and unique gifts.

Delicious Food Trucks: Satisfy your cravings with a variety of mouth-watering options from our curated selection of food trucks.

Music: Groove to the sounds while strolling the marketplace, setting the perfect vibe for a fun-filled day.

Bar: Enjoy a refreshing drink from our stocked bar, featuring a selection of beers, wines, and specialty cocktails.

Good Vibes: Soak in the positive atmosphere with friends and family in the beautiful surroundings of Griffith Park.

Dog Friendly: Bring along your furry friends for a day out—they’re part of the family too!

Date: July 14, 2024
Time: 10am – 4pm
Location: Autry Museum of the American West, Griffith Park

Admission: Free
Parking: Free

Let’s say your best friend was visiting the area and you wanted to show them the best time ever. Where would you take them? Give us a little itinerary – say it was a week long trip, where would you eat, drink, visit, hang out, etc.
I’m not gonna lie, I made the impromptu move from Austin, Texas to LA in 2018 after watching *La La Land* . So yeah, I’m a sucker for all the quintessential LA experiences that make LA, LA. I adore the Griffith Observatory and Griffith Park, which is why we picked it for Valley Vibes Market’s first location!

Hermosa Beach is another favorite, especially the famous Lighthouse Cafe for jazz night. I recently caught emo night there, and a cover band played iconic emo and rock classics from my youth—it was a blast! I’d definitely take friends on a tour of a film studio here in LA. After working in casting for six years, I’ve been on almost every backlot in town. Warner Bros. is my favorite, but I’ve also had a lot of fun on the Universal Studios backlot, where I had my very first PA job. Since I’m not in the biz anymore, we might have to settle for the iconic tram ride through the Universal backlot, but I’ve got a season pass, so I’m ready!

On weekends, you can catch me on the south side of Venice off Washington near the iconic Venice canals. My dog Lexie and I love lounging and sipping on the best spicy margarita in town at Baja Cantina. My second favorite spot out there has to be the Venice Whaler—too many good memories with friends to count at that place! Closer to home (Studio City) I love spending date nights at Black Market Liquor bar off Ventura, the vibe at night is cavernous yet cozy, it’s a very chic, candlelit speakeasy with the best desserts, it’s also my favorite spot to brunch on Sundays! And of course, another Studio City staple, Firefly, it’s a little pricey but their outdoor patio and library lounge are so fun, I’ve met so many incredible people there!

Who else deserves some credit and recognition?
My gratitude lies with the other dreamers and small business owners across LA that I’ve met along this journey. Your strength and tenacity are beyond measure; you truly are some of the hardest working people I know. I would not have started Valley Vibes Market if it wasn’t for each of you. Your openness and honesty about your experiences in the vending space are what pushed me to make a much needed change. It’s my mission and goal to bring you all a safe place where you feel welcome, respected, and confident about yourselves and your businesses. I’m grateful to you all from the bottom of my heart; I would not be able to do this without you.

Website: www.valleyvibesmarket.com & www.lovexalex.com

Instagram: @valleyvibesmarket & @shoplovexalex

Other: Media Contacts:

Alexandra Alvarez, Producer, Valley Vibes Market, info@valleyvibesmarket.com, vendors@valleyvibesmarket.com

Image Credits
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