Alexandra’s journey began in the realm of marketing, where she specialised in organising large-scale events such as concerts, fairs, and even FIFA World Cup. Later, teaming up with her partner, she launched a biannual contemporary design fair that brought together fashion brands, furniture designers, and art galleries, transforming unconventional spaces like hotels, parking lots, and newly constructed properties into vibrant showcases of contemporary design.

Amidst the challenges of the pandemic, she pivoted towards a new endeavor – the production of premium paper notebooks. She oversaw the entire process from design to manufacturing, and from retail operations to collaborations with artists and prestigious institutions, including major Russian art museums.

Driven by a lifelong passion for art, her relocation to London inspired her to delve deeper into the art world. Working alongside private art dealers, galleries, and art fairs, her unwavering enthusiasm and dedication illuminated the profound role that art plays in her life, sparking the exciting new chapter.