We had the good fortune of connecting with Alexandra Benaim and we’ve shared our conversation below.
Hi Alexandra, can you walk us through the thought-process of starting your business?
My father has been in the business for 30+ years. To be quite honest, I was actually pretty oblivious to what he was doing for awhile until I started to experiment with wearing the samples he would bring home. It felt right to include in my own eclectic closet…ha.
I had people stop me on the street all the time. This attention drew a whole new vision board for me to accomplish what I had in my mind for the brand and for the collections, especially because I was (and am) obsessed with the fabric. Having customers positively respond to your family brand felt as a very inviting opportunity. It was the driving force that propelled my direction into what I have built today.
Alright, so for those in our community who might not be familiar with your business, can you tell us more?
I would never say any journey is easy, its more about how interesting it is, how much it can inspire you to keep going in that direction.
Through a lot of trial and error, in anything you can think of…from the way you wake up in the morning, to how you are budgeting your business, to how you interact with your customers, it has all played a huge part into who I am today.
I will say my biggest takeaway is that success for me is now measured in my maturity and growth versus anything else. We have had some really great months financially but where I notice I am most proud is when I learn how to resolve difficulty. This struggle has always been pivotal in building my brand and myself, of course.
The path to solution has created the most interesting and fulfilling experiences for me. We learn as entrepreneurs that that is what it really comes down to. That is where the feeling of accomplishment comes from. To know better and to also DO BETTER.
Any places to eat or things to do that you can share with our readers? If they have a friend visiting town, what are some spots they could take them to?
Morocco or Los Angeles?
Morocco would have to be Tangiers-the food and liveliness of the country is best depicted there, Marrakesh is the most beautiful in my opinion. Anywhere in the South actually.
Los Angeles, I would say the Grove, Venice or Silverlake. My best most eclectic food experiences would have to be in Silverlake or Venice. Abbot Kinney in Venice area is great to visit too. Great shopping choices.
Melrose area has great vintage options as well. I think also any outdoor market, Erewhon or Farmers Market for example, is always packed with people from all different backgrounds. Could be interesting to visit too, you never know who you meet.
Marina Del Rey and Malibu if you are a beach and water person.
Who else deserves some credit and recognition?
I would like to first and foremost shoutout our customers. Without them we would not have a business. We are forever grateful that they appreciate our roots, our story and our styles.
The next would definitely be my dad. He has taught me everything I know about the fashion industry and about building a business within it.
And finally, my teacher. She has taught me to cultivate the inner strength, patience and confidence within myself to maintain and expand myself, my vision for my life and this brand.
Yaella Lasry, both photos of beach, photo of girl in red pants, photo of girl with silver skirt, photo of girl with black jacket and blush capris, photo of girl in white tee shirt with slit pants against orange background)
Chase Aaron, Girl in white Jacket
Jenny Desrosiers, Girl with arm up in white outfit