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Monday — Finances & Admin

Honestly my least favorite part of running a business. I had to finalize my March income statement, pay a few vendor invoices, and review the previous week’s sales. I also always review ad campaigns Mondays to make any adjustments as needed.

Tuesday — Retailer Onboarding

2026 is not only year of the horse, but the year of the retailer for Slope Siren. We’re expanding into a few select retailers and the onboarding process has already begun. This typically requires integrations, testing, process updates, warehouse adjustments, etc. It’s definitely a lot of logistics, but such an exciting part of being a founder — to see your own products in places where you yourself shop is so surreal.

Wednesday — Website & Email

As we approach the off season, I started mapping our our website and branding updates for FW26. I always like to give Slope Siren a little refresh before the start of the new season, nothing crazy, just a little face lift. As I grow as a founder and my tastes shift (see: elevate), I want to make sure Slope Siren always feels perfectly aligned with my aesthetic.

I also noticed an issue with one of our Klaviyo flows, so had to get this fixed.

Thursday — Collabs & Events

Believe it or not, we’ve also already started thinking about events and pop-ups for next season. It’s actually something I really like about having a seasonal business. I have time to really think and plan out what I want to do for the following year because I don’t launch any newness in the Spring/Summer. It gives me time to be creative and do a deep dive into what’s next for SS.

I have some really fun partnership ideas in the works and excited to see it all come to life.

Friday — Personal & Substack
As part of my newly optimized time-blocking update, I tried to keep my Friday calendar open. Whether that’s for Substack, personal branding, rollover tasks I didn’t get to from the week, or honestly just a reset. I’m going to give it a try in Q2 and see how I like.

x Alex

For our next guest on The Founder’s Cut, I’m excited to introduce Madison Snider of Fewer Finer.

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With a background in hospitality and a love of travel, Madison was inspired by the jewelry she picked up along the way, pieces that felt meaningful and tied to a moment or place. That mindset ultimately led to Fewer Finer, a brand built around the idea of owning fewer things, but choosing them with intention.

Madison founded the brand in 2018 with a focus on fine materials that stand the test of time - specifically natural diamonds and 14k gold. Each piece is made by hand in New York City by her team of master jewelers.

Today, Fewer Finer also operates out of a stunning restored Brooklyn townhouse, which doubles as the brand’s showroom (by appointment only) and office.

For this edition of The Founder’s Cut, Madison shares the story behind Fewer Finer, how the brand has evolved since launching, and what it takes to build a modern jewelry brand.

For anyone new to Fewer Finer, what were you doing before the brand and what made you decide to start a jewelry business?

I spent most of my career at one creative agency where I worked my way up to Lead Photography Producer. I have always loved photography and I minored in Fine Art Photography in college. Additionally, my other career history is in the food world: I worked as a private chef and in restaurant PR. I thought I wanted to become a nutritionist until I pivoted to jewelry. I was a gal with many interests! What I love about my current work, now that I’ve focused on fine jewelry, is that the clients and brand building lead me in so many different directions. This keeps me entertained and challenged in a way that is vital to my creative mind and spirit.

Was there a specific trip or piece of jewelry you collected that sparked the idea for Fewer Finer?

I always loved gold, specifically 14k gold for its durability and soft color. The small collection of gold pieces I had were my most prized possessions—especially the solid gold boxing glove my grandfather was awarded at Stanford University, which I luckily got after he passed. The idea that small meaningful pieces like this are worn on you at all times made them feel so much more sentimental to me and I am really drawn to that.

How has working with New York artisans influenced the way you think about quality and production?

I love the history, old school nature, expertise, and singular trade mastery that is such a part of the fine jewelry industry here in New York. Leaning into what our production partners do really well has helped me explore and introduce new things into the line. My direct work with them has allowed me to keep our quality a top priority.

Did expanding into bridal feel intentional from the beginning, or did that evolve with your customer?

Great question, because it was the latter. When I started the business, I didn’t have much interest in, or exposure to, the bridal world. But because I was in my late twenties, friends started thinking about engagements, and came to me because I was in the industry. I then went to GIA Diamond School, learned a lot about singular stone ring designs, and began designing within that category. Now, it’s a big part of our business and I really, really love working with couples and individuals on designing these especially meaningful pieces.

What’s something about building a fine jewelry brand that people don’t see from the outside?

I wouldn’t wish or expect people to know this, but the costs of running a fine jewelry business are especially high. In addition to the main overheads, there is a huge investment in insurance. Material costs are ever rising, inventory ties up a lot of capital, and shipping (which we offer complimentary) is especially costly given the value of our goods. It creates unique challenges, but I wouldn’t want to be in any other business!

Is there anything new coming to the world of Fewer Finer that you can share with us?

We are launching a new collection of twelve charms that each feature a single birth month flower. I worked so long on the designs and can’t wait to see how people collect them. Will they wear the flower for their birthday? A collection of a few to represent their different children? Will they buy the flower they love most since it’s beautiful even if it’s not their birth month? With a mother and daughter wear each other’s? I love that I get to make the designs, but my clients are always surprising and inspiring me with what they do with them!

What’s been the most important lesson you’ve learned since launching in 2018?

This would be the lesson of two pockets: “Everyone must have two pockets so that he can reach into one or the other according to his needs. In his right pocket are the words, “I am the rock on which this world stands,” and in his left pocket, “I am a grain of sand.”” My interpretation of that has been that I must maintain a balance of recognizing my strengths, my business acumen, my authority, and my decisions, while constantly balancing that against my humility, my awareness of mistakes, and my understanding of alternative perspectives.

And now for our rapid fire questions, favorite Fewer Finer piece at the moment?

The Capsule Charm. It’s fun, unique and playful!

A work or life motto you live by?

Rising tides raise all ships.

Go-to cocktail or coffee order (or both)?

The half caffeine steamed butter americano I make myself every morning!

Favorite purchase in the last month?

The white Eliott jeans from Soeur I bought in Paris last month!

From collecting gold pieces during her travels to designing modern heirlooms in Brooklyn, Madison has built Fewer Finer around the idea that jewelry should mean something. Along the way she’s expanded into bridal, learned the realities of running a fine jewelry business, and continued working closely with the city’s best artisans.

My FF Favorites

You can explore the collection here, or if you’re local to New York, visit the Brooklyn townhouse showroom by appointment.

x Alex

Have you noticed on TikTok, that even doctors and dentists have viral accounts? They aren’t just listing their practice on Google My Business and hoping locals come by. They are building online personas and brands and becoming known for certain procedures. People are flying to see them because they have a brand.

I use this example because it’s not just marketing jobs or fashion jobs that require a personal brand. I truly think it’s across almost all industries that having a brand will benefit your career, your longevity, and your marketability.

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This can sound daunting for people who aren’t in the marketing space, but I think it can be really easy to start. Repost something from your industry to your IG story. Do a Q&A on Instagram. If you’re more of a TikToker, do a get ready for work with me while you talk about what you are going to work on that day. Start a brand-adjacent Substack. Some content ideas for different industries:

Event Planning

• TikTok: Countdown to the event, showing everything you do to prep and plan each day

• Instagram Stories: BTS snapshots, timelines, vendor coordination, day-of chaos

• Instagram Post: Final photos of the produced event

• Substack: Event recap, what went right, what you’d do differently next time

Dermatologist

• TikTok: Before-and-after explanations, skincare myths, “why this treatment works”

• Instagram Stories: DITL at the practice, product education, Q&A boxes

• Instagram Post: Educational carousels on skin concerns or procedures

• Substack: Deep dives on skin health, trends, and long-term treatment philosophy

Lawyer

• TikTok: “Things people get wrong about xyz”, quick case explainers

• Instagram Stories: BTS of prep days, reading, court mornings

• Instagram Post: Educational posts breaking down complex topics in plain english

• Substack: Explaining popular cases or real-world implications

Real Estate

• TikTok: Property walk-throughs, deal breakdowns, market updates

• Instagram Stories: Showings, client wins

• Instagram Post: New listings or recently closed deals

• Substack: Market insights, buying or selling guides

Corporate / Office Roles

• TikTok: “What I actually do at work,” GRWM for the office, project updates

• Instagram Stories: Desk setups, meetings, travel days

• Instagram Post: Career milestones or lessons learned

• Substack: Career advice, industry insights, growth reflections

The goal isn’t to turn your career into being content creator. It’s simply to be visible and establish yourself as a presence in your industry. To give people context for what you do, how you think, and why you’re good at it. In a digital-first world, that visibility is often what creates opportunities long before a resume ever does.

Building out your personal brand is a necessity in 2026. Write that Substack. Film the TikTok. Post the post. Do the thing.

x Alex

This post isn’t about the highs, but to be clear, the highs make all of the lows and lessons worth it, so don’t let this deter you, just let it help you.

Let’s get into it.

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For our next guest on The Founder’s Cut, I’m excited to introduce Sophie Blowfield.

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Talk about someone who does it all, Sophie is a global brand builder with her own consultancy, the host of a beauty-led podcast, an LA-based tastemaker, and a contributor to Vogue Business. We first connected on Instagram before meeting properly when I joined her podcast, The Beauty Sessions. You can listen to our episode together on Spotify here.

Sophie brings a rare perspective shaped by building and advising brands at every stage, from early ideas to global scale. Her approach to brand, community, and founder-led storytelling offers insight no matter where you are in the process.

For The Founder’s Cut, I asked Sophie about her background, her best advice, what’s ahead for modern founders.

For anyone new here, who is Sophie? Tell us a bit about your background and how you came to build a career in brand building and beauty.

I’m a Global Brand Builder and Cultural Architect — which means I work with beauty, wellness, and lifestyle founders to build brands that don’t just sell products, but create movements, communities, and lasting cultural impact.

I was born and raised in London, but I’ve always been fascinated — borderline obsessed — with Americana. Growing up in the late ‘80s and ‘90s, I was completely drawn to American pop culture: MTV—shows like Laguna Beach, The Hills,The City and Clueless. I felt like I was experiencing it all secondhand, and all I ever wanted was to move to LA and be part of what I saw as the center of pop culture and aspiration.

Professionally, my career started with a Graphic Information Design degree at Westminster University — I’d initially thought I wanted to be a fashion designer, but quickly realized my passion was for the editorial, media, and advertising side of design. After graduating, I joined The White Company (think the UK’s answer to Pottery Barn) as a marketing executive and created their first-ever editorial platform, Be Inspired, right as digital content was emerging but before social media really existed.

As Instagram started taking off around 2012, I moved to Marcia Kilgore’s Soap & Glory to lead global social media, and then got scouted to join Charlotte Tilbury Beauty’s founding team. There, I built the entire global social media strategy and content footprint from the ground up — that’s really where my career took off. Since then, I’ve worked with the world’s most coveted brands including: L’Oréal, Hourglass Cosmetics, 111SKIN, La Perla, Trinny London, and Alo Yoga, always focused on that intersection of brand storytelling, community building, and social strategy.

Nearly three years ago, I finally made the move to Los Angeles, and it genuinely feels like coming home to a place I’d always been drawn to. Now I run my brand consultancy from here, working globally across time zones with beauty, wellness, and lifestyle founders, and host The Beauty Sessions podcast — insider conversations with the industry’s most influential leaders.

You’ve built a career around taste, trust, and long-term brand equity. What’s the number one piece of advice you find yourself giving founders?

Build genuine community from day one, not just an audience. There’s a massive difference between follower count and real brand affinity. I’ve seen brands with 10K engaged followers outperform brands with 500K passive scrollers because they’ve built actual relationships. People don’t just buy products anymore — they buy into people, stories, and communities they want to belong to. That takes intentionality from the very beginning, not as an afterthought once you hit a certain revenue milestone.

I’d also add: build with intention and integrity rather than chasing trends. The brands that last aren’t the ones jumping on every viral moment or trying to replicate someone else’s playbook — they’re the ones staying true to a clear vision and building something that feels authentic to who they are. Trends fade, but a well-built brand with real integrity endures.

What’s a branding or business decision you think founders should prioritize earlier than they usually do, and why?

Nailing their founder story and point of view before they even think about product launch. I see founders rush to market with a beautiful product but no clear narrative about why they’re the ones to build this brand, or what they believe that’s different from everyone else in their category. Your founder story isn’t just nice-to-have content — it’s the foundation of everything: your brand positioning, your community building, your content strategy.

This is exactly one of the things I work most closely with founders on — excavating that story and sharpening their POV until it’s crystal clear. When you’re clear on your story and POV, creating content stops feeling like a chore and starts functioning as actual business development. Every piece of content becomes an opportunity to attract your people. But if you skip that foundational work, you end up with a beautiful Instagram feed that doesn’t convert because there’s no ‘why’ tethering it all together.

How do you define good taste and longevity in a brand, especially in popular categories like beauty?

Good taste is restraint. It’s knowing when to stop, when to edit, when not to follow a trend just because everyone else is. In beauty especially, where there’s so much noise and constant product launches, the brands with real longevity are the ones that have a clear point of view and aren’t trying to be everything to everyone.

Longevity comes from building something that feels inevitable rather than opportunistic. The brands that last aren’t chasing viral moments or trying to replicate someone else’s success — they’re solving a real problem or fulfilling a genuine desire in a way that feels authentic to who the founder is. That authenticity can’t be manufactured, and consumers can feel the difference.

I also think longevity requires thinking beyond the product. The brands that endure build worlds, not just SKUs. They create a lifestyle, a set of values, a community that people want to be part of. Product is the entry point, but culture is what keeps people coming back.

As the host of The Beauty Sessions, you speak to founders constantly. What patterns do you see among the most thoughtful and successful brand leaders?

The best founders are obsessive about their customer in a way that goes far beyond demographics. They don’t just know who their customer is — they understand what she’s thinking about at 11pm, what makes her feel confident, what frustrates her about the current market. They’re building for a real person, not a persona in a deck.

I also see that the most successful founders are comfortable with being polarizing. They’re not trying to please everyone. They know their point of view will resonate deeply with some people and not at all with others, and they’re completely fine with that. That clarity is magnetic.

And honestly? The best founders are also just deeply curious. They’re students of culture, of consumer behavior, of what’s happening adjacent to their category. They’re not just watching beauty brands — they’re paying attention to hospitality, fashion, wellness, tech. That peripheral vision makes their brands feel fresh and forward rather than derivative.

How should founders think about content differently than influencers?

Influencers are building personal brands — their content is about them, their life, their taste. Founders need to be building brand equity, which is a fundamentally different thing. Your content shouldn’t just be about you; it should ladder back to what your brand stands for.

The best founder-led content makes the founder the conduit for the brand’s values, not the star of the show. It’s a subtle but critical distinction. People should walk away from your content with a clearer understanding of what your brand believes, not just what you had for breakfast.

That said, founder storytelling is incredibly powerful when done right. The key is making sure your personal story is always in service of the brand narrative, not replacing it.

What do you think the next generation of iconic brands will do differently from the last?

They’ll build community and culture first, product second. The old model was: create an incredible product, then figure out how to market it. The new model is: build a point of view and a community around that POV, then create products that serve that community.

I also think the next generation of iconic brands will be much more transparent about their process, their challenges, their evolution. The era of the perfectly polished brand facade is over. People want to see the mess, the pivots, the learning — it makes brands feel human and trustworthy.

And finally, I think we’ll see iconic brands that aren’t afraid to stay small or niche for longer. Not every brand needs to be in Sephora within two years. Some of the most interesting brands I’m watching are intentionally staying community-focused and resisting the pressure to scale too quickly. There’s real power in that.

Is there anything new or exciting coming in the world of Sophie Blowfield or The Beauty Sessions that you can share with us?

The Beauty Sessions is fully booked through April 2026 with some incredible guests coming up — we’ve had everyone from brand founders to industry insiders sharing the real stories behind building in beauty. I’m also contributing regularly to some exciting brand and agency publications, which has been wonderful for getting deeper into beauty recommendations, strategic analysis and trend forecasting.

On the consultancy side, which takes up most of my time, I’ve just wrapped work on what will arguably be one of the most exciting beauty launches of 2026 — led by one of the most famous women in the world. It’s all top secret for now, but I’m incredibly proud to have contributed to the launch. Beyond that, I’m opening up a limited number of strategic consulting sessions for beauty and wellness founders starting spring 2026. I’m being very intentional about who I work with — I want to partner with founders and brands who are ready to do the deep work on brand positioning, social building, founder storytelling and community strategy, not just looking for quick wins.

And I’m thrilled to share that I’m launching my Substack, Between The Sessions, imminently. It’s a place for the thoughts that don’t fit neatly into a 45-minute podcast episode or a LinkedIn post — the unfiltered industry observations, strategic insights, the behind-the-scenes of working with brands, the products and founders I’m genuinely obsessed with, and the personal reflections on building a career and life with intention. Writing has always been foundational to how I process the world, and this feels like the natural next chapter.

And now for our rapid fire questions, your favorite beauty tip?

Less is more. I’ve spent over 15 years around the most incredible beauty founders and makeup artists and the one thing I’ve learned is that great skin and a strong brow will always outperform a full face.

A work or life motto you live by?

Feel the fear and do it anyway. I’ve applied this to everything from moving to LA to launching my podcast to pricing my consulting work. The fear doesn’t go away, but you learn to move alongside it.

Go-to cocktail or coffee order (or both)?

Coffee: whole milk latte with a dash of agave. Cocktail: a margarita — never skinny, always with a salt rim — but I substitute the tequila for bourbon. Bulleit, specifically.

Dream podcast guest for The Beauty Sessions?

Martha Stewart, Michelle Obama, and Victoria Beckham — for obvious reasons. These are women who’ve built empires while staying completely true to their vision.

Favorite purchase in the last month?

My Prada suede and shearling mules. They’re impossibly comfortable, incredibly chic, and practically go with everything. The kind of purchase that feels indulgent and practical at the same time.

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Sophie is a true force in beauty, branding, and business. Her work alongside some of the most respected founders reflects the kind of taste, clarity, and long-term thinking that The Après Edit was built to showcase.

x Alex

The week passed. No quote.
I followed up, and after a long delay they replied saying they were busy, but would still send over the estimate. Weeks passed. The shoot date was approaching and still nothing. I remember thinking, I’m trying to pay you, and you can’t even give me a project quote.

It was a lesson in both business and life. We shouldn’t work with anyone who isn’t excited to work with us. It’s important to surround yourself with people who lift you up and bring strong, good energy to a project, whether that’s a photoshoot, a presentation, or a coffee date. I don’t want to sit over drinks with someone while they complain or play the victim to everything under the sun.

Being a solo founder is already isolating at times, because the weight of your business falls exclusively on your shoulders. If you’re around people who are bringing you down instead of up, that directly impacts the output of your work.

I knew that if I moved forward with that photographer, the work would be fine. Good, even. It would get the job done. But I didn’t want fine. Fine in a woman’s world is awful. I wanted exceptional. I wanted another feature in Vogue. I wanted someone who was as excited about the photoshoot as I was. Someone who saw the potential. Someone who would send me IG inspo because they themselves were curating a vision for their portfolio.

And this may be a hot take, but sometimes that means working with or hiring someone more undiscovered.

Often, people who have reached a certain level of success are no longer hungry. Not because they aren’t talented or passionate, but because ego starts to creep in. The urgency fades. The excitement dims. I’d rather work with someone who’s building, excited, and invested than someone who’s coasting on past success.

A lot of this is a gut feeling. When you meet someone and talk to them, are they excited about what you’re saying? Are they looking at it as simply a task to check off their to do list, or as something they want to contribute to because they understand the vision and have ideas of their own to bring to the table?

Don’t chase. Be chased.

x Alex

For our first guest, I’m excited to introduce the powerhouse that is Amy Sessions.

Amy brings a background in luxury fashion and publishing from her time at NET-A-PORTER, MODA OPERANDI, and Emirates Woman, and has gone on to create her own brand, WELLTTH, a wellness platform for the modern woman. It’s elevated, aesthetic, and intentional, exactly what you’d expect with Amy at the helm.

Amy and I had a modern meet-cute, the Instagram DMs. Social media is such a powerful tool for connecting with like-minded people, whether that’s new friends, collaborators, or future business partners. It allows you to find others whose interests, aesthetics, or ideas resonate with you, even if they don’t live anywhere near you. In today’s world, online proximity is just as important as physical proximity.

After our initial exchange, Amy and I hopped on a call to talk about what we were both building, me with Slope Siren, and her with WELLTTH. Our overlapping aesthetics, shared values, and the potential for future collaborations all came from one message. As a founder, having a support system of people who truly understand your vision is invaluable. Amy is someone who just gets it.

For The Founder’s Cut, I asked Amy about her background, her habits, her brand, and herself.

Can you share a bit about your background and what you were doing before starting WELLTTH?

WELLTTH was born from the merging of two worlds. Professionally, I spent over twenty years in the luxury industry — including NET-A-PORTER and MODA OPERANDI — and the last seven years as Editor-in-Chief and publisher of three luxury magazines, working closely with brands such as Cartier, Saint Laurent, and Rolls-Royce. That experience allowed me to hone a deep understanding of creative direction, editorial, personal shopping, the customer journey, attention to detail, and the balance between content and commerce.

Personally, I was building knowledge in wellness — from movement through to deep subconscious transformation — and I realised it moved the needle both personally and professionally. I began sharing this knowledge, and the feedback from those conversations was that it genuinely changed the game. At the same time, I recognised that no one was delivering wellness with real depth in an elevated way that also fit the time constraints and pace we all live at today. I wanted Saint Laurent, but wellness — something that truly worked without always having to carve out additional time. I couldn’t find it, so I built it.

For someone new to the wellness space, how do you explain what WELLTTH is and who it’s for?

WELLTTH is a modern wellness platform designed to help people elevate their energy in downtime that is usually wasted. It’s built for those who carry a lot — whether that’s a demanding career, creative work, leadership, personal responsibility, or simply the pace of modern life — and who want depth, transformation, and support without needing an hour, a routine, or perfect conditions.

WELLTTH focuses on the micro-moments of the day — the pauses, transitions, and in-between spaces — using short, intelligent audio tools that help you regulate, reset, and shift your energy quickly. There are longer sessions for when you have the time, but we work with you rather than asking you to carve out more from an already overloaded day. WELLTTH isn’t another item on your to-do list; it’s wellness that fits into real life.

Delivered with the same attention to detail, creative direction, and elegance you’d expect from a luxury brand — but with real depth beneath the surface — WELLTTH is for people who want to feel better, perform better, and live with more intention, without adding more to their already full lives.

When you first started WELLTTH, what did you understand about modern wellness that the industry hadn’t fully caught up to yet?

We understood that modern wellness needed to work with the pace of real life, not against it — offering real depth and transformation in short, intelligent moments, and creating an environment people genuinely want to spend time in, making it easier to put yourself first — something we so often don’t do.

How has the transition been from your previous career into building your own company? Any advice for someone who’s just getting started or in the early stages?

Focus on the community, connect everything back to your values and your why an always strive to drive the most value to your customer. Doing things differently is part of the magic, so don’t fear being the first or innovating. I refine and edit everything to find the simplest solution that is the most effective, in the shortest time, and with the least effort required from our community.

On a personal level, how would your three closest friends describe you?

Driven, Creative, Supportive.

What’s something people tend to romanticize about building a brand that you’ve found to be completely untrue?

Honestly, nothing. I knew it would be the hardest thing I’d ever do, but at a certain point it felt like there was no real choice — it was something I wouldn’t have been able to live with not doing. I’ve always been entrepreneurial, even within corporate environments, and I’ve been fortunate to work in places that fostered that spirit rather than suppressed it.

As a founder, what parts of launching WELLTTH have been the most exciting? And the most challenging?

The most exciting part has been collaborating with and building out The Mentors section and working on collaborations for our guest series — this will be something we continue to evolve as the platform grows each month. Hearing their life advice has been incredibly inspiring, and I love being able to give our community access to these invaluable insights.

We would love to hear who people would love to see included!

The most challenging part has been allowing myself to be seen, as I have previously been the power behind building brands and individuals, so stepping forward as the face of WELLTTH has required a different kind of openness — but it’s been an important part of the journey.

Looking ahead, what do you hope WELLTTH gives women that didn’t really exist before?

WELLTTH is a place they can return to and instantly feel elevated — sometimes simply being in the environment is enough to shift your state and pull you out of a difficult moment.

The aesthetic is designed to remind you of your power.

Being a woman of depth and elegance isn’t about how much money you have; it’s about taste, discernment, and authenticity. WELLTTH is a community built around those values—connecting you to content and individuals who uphold the same, and offering support in the moments you need it most, like having a hand on your shoulder, so you can autonomously elevate your energy anytime, anywhere, ensuring none of your day is wasted.

And now for rapid fire questions, your best productivity hack?

Know that the combination of gut feel and data moves the needle — you need both. Never be blinded by data alone, as gut feel is sometimes where the magic lies.

A work or wellness motto you live by?

Work: Run the extra mile — it’s never busy.

Wellness: Listen to your intuition — if your body says no, even something that looks good on paper isn’t right for you.

Go-to drink or coffee order (or both)?

Most recently: a hot chocolate bone broth so I’m not having caffeine on an empty stomach first thing in the morning. I also love Agent Nateur Holi (Mane) collagen — it’s a game changer.

Favorite purchase in the last month?

My Aspinal of London monogrammed diary — I cannot live without a hard copy diary; I carry it everywhere.

And last but not least, favorite ski resort?

Being in the mountains if my favourite holiday. Aman Le Mélézin will always be a favourite as it was the first Aman I visited and the team there are very special. I was also lucky enough to revisit Aman Rosa Alpina since it reopened and the newly opened Rosewood Courchevel is on the list.

Amy embodies everything The Après Edit is about, building with taste, depth, and intention, and doing so in a way that feels both modern and timeless.

For those interested in WELLTTH, you can use code ENERGY50 for 50% off an annual subscription.

x Alex

The thing about owning your own company is that the work doesn’t just stop because you’re busy in your personal life. So despite moving from Miami to Paris last Saturday, I still had a full work week ahead of me.

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Monday — Got my shit together

After a weekend of moving and settling into Paris, I had emails to check, content to post, campaigns to plan, meetings to schedule. I cannot say this was my most productive day because I was still jet lagged and also had apartment viewings scheduled, so I was a bit all over the place. Nonetheless, I did what I could and had several coffees to help power through.

Tuesday — PFW prep

We have an appointment with a major retailer during PFW, so I had to prep for the meeting. This included booking the showroom, determining which pieces to display, finalizing props, printing lookbooks, and securing rentals.

Doing this from Paris is a little more challenging mainly because I’m so used to getting supplies shipped to my condo, so having to plan for IRL events and actually source things IRL is more difficult. However, that’s one of the things I knew would be a challenge in moving from the US to Europe, so at least it was an expected struggle. Let’s just hope I can find everything I need.

Wednesday — Retailer follow-up

It’s kind of wild how far ahead the fashion industry operates especially with how quickly trends move these days. We’ve already designed our collections for FW26 and have started sharing line sheets with our retail buyers. I’m being very selective with where Slope Siren shows up in retail, but I’m excited for some of the plans coming together for 2026. Year of the horse!

Anytime anything good happens I just yell year of the horse! Highly recommend.

Thursday — Photoshoot details

Speaking of planning ahead. We’re actually shooting our FW26 collection in the French Alps in 2 weeks. I really have bitten off a lot of things so far in 2026. A chaotic international move, a ski trip, retailer meetings, PFW, photoshoot. Oh and did I mention I still don’t have an apartment. It’s fine, everything’s fine. I’m just drinking Parisian wine and forgetting about the little detail of a permanent home.

Anyways, a large-scale production in the French Alps is no small feat. We’re flying in our photographer, models, shipping product, booking hotels, hair and makeup, scouting locations, the whole shebang. If I was an anxious person, I think this is where the anxiety would come in.

Friday — Work from train
Friday I had to travel from Paris to London for my visa. I got a latte from the cafe car and did some work on the train. I did some Canva edits and some emails, nothing crazy because train wifi is like airplane wifi which is intermittent at best and non-existent at worst.

A week in the life! Year of the horse!

x Alex

There is hot girl workout gear, athleisure, bikinis, pajamas, going out clothes, but when it comes to ski attire it’s all oversized, frumpy, or downright ugly. I wanted something that I could ski in but still feel like myself. Skiing is similar to working out - when you have a cute new outfit, you’re more excited to do it.

I wanted to create a brand for the city girls. Girls who spend their weekends online shopping, going to pilates, filming GRWMs on TikTok, dressing up to drink martinis at the swanky cocktail bar. Most ski brands cater to the granola girl - the girl who spends her weekend hiking and wearing those shoes with the toes (no offense, I love that for her, it’s just not for me.. ever lol). I wanted something sexy and sophisticated. Striking and daring. Effortless, but impactful.

I wasn’t about to do this halfway or create something that was all fashion and zero function. I wanted true skiwear - something to protect you from not only the below-zero windchill, but also waterproof to repel the champagne sprays at Cloud Nine.
~ get you a girl that can do both ~

Slope Siren is that girl.

Our ski suits are fully insulated, double fleece-lined, water and windproof. They withstand below-zero temperatures, heavy snowfall, and any other weather the mountain throws at you. I’ve personally tested our suits in extreme conditions to ensure it holds up against the winter chill.

Some ski brands require wearing a ski jacket over the one-piece suit (which completely defeats the purpose of a one-piece). For Slope Siren, our suits only require sufficient base layers, allowing the classic siren silhouette to remain sleek and slim-fitting while keeping you warm and dry.

As we continue to expand into new categories, Slope Siren will be the one-stop-shop for skiwear for the girls that get it. A place to come and buy everything you need before booking that flight to Aspen, St. Moritz, Courchevel, you know the vibes.

Here’s to the 2026 season. We’ll see you on the slopes, or more likely, at the après.

x Alex

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Monday — Traveled to NYC

Monday was a jam-packed travel day. I had an early flight to LGA - I did some admin work on the plane and then Brandon insisted on clam chowder at Grand Central Oyster Bar lol. After that, we checked into Arlo Soho hotel, unpacked, and got ready for the night. Our night plans included martinis at Sloane’s and then dinner at Kiko.

Tuesday — Content Activations & ShopMy Dinner

During the day we had a few photo ops in Soho for Slope Siren. The first of which was wildposting content - we hung posters around soho (by we, I mean Brandon) and then we shot some content for socials (by we, I mean Brandon took pics of me). We also we left some cigarette/match gifts around Soho (it is Christmas after all).

I also had the idea to hang “Most Wanted” posters for our Bonnie Ski Suit because she is truly the most wanted of the season and it fits perfectly with our Out West Collection & the outlaw allure of Bonnie Parker, our namesake. I had a few more ideas, but it was honestly so cold we had to nix them and save for another time. Naturally we fell into a bar to warm up.

Tuesday night I had a brand dinner with ShopMy at Chateau Royale. It was so much fun and I met some incredible founders and creators. The ShopMy team & platform is also incredible to work with - both as a brand and creator.

Wednesday — Travel Day

I had an afternoon flight, so I was able to catch up on some emails in the morning at the hotel. It’s honestly wild how much work can pile up in only a couple days - I felt a little frazzled lol. We grabbed NYC bagels obv, and then went to the airport. I honestly couldn’t work much on the plane back to NYC because idk it just wasn’t my vibe at that time.. I’m just a girl.

Thursday — Retailer Onboarding

We got an exciting retailer reply about wanting to onboard Slope Siren for FW 26/27 which I know sounds so far away, but with big box retailers, there are often a lot of hoops to jump through to get everything set up. I had to review all of the documents to understand what the setup requirements would be for us and wanted to confirm before everyone is OOO for the holidays.

Super excited about expanding into retailers for next year and excited about some of the partners we’re in discussion with, any guesses?

Friday — Partnerships & Planning
Fridays are for brainstorming, planning launches, campaign shoots, and the weekend’s work. I also prefer sending partnership and press emails on Friday mornings.

A week in the life!

x Alex

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Monday — Planned NYC Activations

I’m heading to NYC next week for a few exciting Slope Siren & founder events. I had to get a few content things organized and finalized the schedule because it’s a jam-packed few days.

Tuesday — Sample Organization & TikTok

Not the sexiest day, but we had a ton of last season Slope Siren samples that needed organized and we sent some product out to be sold via retailer. I’m also trying to be better about showing BTS content on TikTok, so I posted there as well.

Wednesday — 12 Days of Keepsakes

If you’ve been following Née on IG, you know we’re hosting our 12 Days of Keepsakes which is a holiday gifting event featuring our new Keepsake Collection. Each day we’ve gifted an item from one of our favorite brands and a keepsake box. It’s been such a fun collab and definitely want to bring this back next season.

Thursday — Slope Siren 26/27

We got in a few pieces from our new collection and I’m FREAKING OUT. They’re so good I literally didn’t want to take them off. We’re branching into some new categories for 2026.. any guesses? There was a hint on my IG story hehe.

Friday — Partnerships & Planning
Fridays are for brainstorming, planning launches, campaign shoots, and the weekend’s work. I also prefer sending partnership and press emails on Friday mornings.

A week in the life!

x Alex

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Monday — Cyber Monday

Monday was Cyber Monday and we hosted a sale for both Slope Siren and Née. Cyber Week was a little crazy because I was traveling and also trying to keep up with all things business. Luckily a lot of the prep happens before, but still a little chaotic.

Tuesday — November Invoicing & Reporting

With November at a close (how?), I had to review all of our metrics for November and also send out retailer invoices. I had Brandon build me a custom invoicing automation solution, so invoicing is now very streamlined, but the income statement and reporting takes a bit of time. It’s busywork though, so I usually save this for EOD.

Wednesday — 2026 Planning

We’re deep into 2026 campaign prep since we’ll be shooting the 26/27 collection in February which is sneakily creeping up on me. The prep includes finalizing samples, updating packaging, creating photoshoot moodboards, and prop sourcing. I’m soo excited for the next collection, it’s one of my favorite designs and concepts yet.

Thursday — 12 Days of Keepsakes

We’re hosting The 12 Days of Keepsakes which is a holiday giveaway series where we’re partnering with 12 amazing brands. Each day, we’re giving away one of our keepsake boxes along with an iconic piece to keep inside. The pieces are so good, for a bride-to-be or yourself.

Friday — Partnerships & Planning
Fridays are for brainstorming, planning launches, campaign shoots, and the weekend’s work. I also prefer sending partnership and press emails on Friday mornings.

A week in the life!

x Alex

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Monday — Keepsake Content

How is it mid-November already? Idk, but Q4 is flying. Monday we had some meetings and emails where for an exciting new content series we’re planning for December. Hint: it features our new Keepsake Boxes.

Tuesday — Affiliate Setup

We met with an affiliate network to onboard both Née and Slope Siren. Basically, it’s how creators share shoppable outfit links and earn a small commission when someone buys through their post. Both Née and Slope Siren will soon be live on the platform for influencers/creators to link and then we’ll pay out a commission for each sale.

Wednesday — Podcast Promo

My episode of The Beauty Sessions was released on Wednesday. I actually had so much fun recording this — beauty and branding, two of my favorite things. Definitely excited to do some more podcasts in the future.

Thursday — Event Scheduling

I was invited to a founder event in NYC in December which I’m super excited about. Winter in NYC is a literal dream and the event itself is major. With December quickly approaching (+ during busy season), I had to book travel and adjust schedules accordingly.

Friday — Partnerships & Planning
Fridays are for brainstorming, planning launches, campaign shoots, and the weekend’s work. I also prefer sending partnership and press emails on Friday mornings. We have a few exciting campaigns and collabs in the works for next year, so finalizing details for those as I am slightly hungover on the couch.

A week in the life!

x Alex

Née Name Change is my golden child.
Where Née is the first-born who gets straight As, never does anything wrong, and remains a steady, consistent force — Slope Siren is my second-born: hot, wild, and always keeping me on my toes. I feel like I haven’t given Née as much air-time lately, so today is the day.

For a bit of background: Née’s hero product is a luxury name change kit for brides changing their last name after the wedding. The Luxe Name Change Kit features aesthetic packaging, vintage-style postage, printed forms and instructions for every step of the process, luxurious gift wrapping, and custom bridal covers. It’s designed with your Instagram story in mind. Changing your name is an exciting milestone — and it should be celebrated as such. We’re popping champagne and bringing the aesthetics to your local DMV. The hot girls of TikTok have already kicked off a passport photo makeup trend.

Our name change kits have quickly become a go-to gift for the modern bride and a top registry gift on Zola and The Knot. People are giving our kits as gifts as intended, but it made me think about our packaging in a new light. Our regular boxes are gorg and gift-worthy with a matte finish and magnetic closure, but they’re not something you’d really keep forever.

If you know me, you know I love a play on words when it comes to a brand or campaign name… so I started thinking: what kind of box would I want to keep in my home to hold all of my wedding paperwork and keepsakes?

Well, I’ll be damned.
The Keepsake Box. For Keeps.

I wanted a name that would stand the test of time — nothing overly bridal or plastered in “Miss to Mrs.” clichés. Because let’s be honest, once the wedding’s over, you don’t want that all over your house. And if you like the Née aesthetic, you probably don’t like those clichés ever.

Shop The Collection

For Keeps is timeless, effortless, and has just the right amount of subtle cheekiness. It felt true to both me and to Née.

When it came to designing the box, I wanted something that would complement any home decor and look like it belonged on a coffee table or a Pinterest-worthy bookshelf. We went with an off-white linen exterior and matte black embossed foil press — giving it that classic, French-inspired aesthetic that is Née.

Since it looks like a coffee table book, I wanted to include something on the inside “page” too. This box isn’t just for name change paperwork — it’s also meant to hold your vows, your grandma’s something blue handkerchief, your wedding invitation, your husband’s bow tie. I wanted a quiet nod to the wedding itself.

Inside, it reads:
To Have
To Hold
To Keep

I don’t typically do things in half measures. This launch was no different because why launch with one keepsake box when we could launch two? The other half of For Keeps… meet At Last. The At Last Keepsake Box features an almost-black linen with an off-white foil embossing. The interior of course reads, “My love has come along.”

The two together make the perfect complementary set. And these boxes aren’t only for wedding keepsakes, they can be used as aesthetic storage for: office paperwork, birthday cards, polaroids, knick knacks, electronics, bills—they will elevate and declutter any space.

The Keepsake Box is meant to be a place for your treasured items from your favorite day. Before Née, all of my wedding paperwork was shoved in the zippered pocket of a suitcase. SOS.

The Keepsake Collection is elevated, timeless, and designed to be treasured — a modern heirloom for the modern bride.

French-inspired & forever timeless.

I hope everyone loves our new Keepsake Collection as much as I do. Now available for preorder at neenamechange.com.

x Alex

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Monday — Design Collab Meeting

Believe it or not, we’re already planning out our collections for the 2026-2027 ski season. It feels wild planning the next collection before even launching the current collection, but that’s how far we have to plan to ensure we have sufficient time for samples, editorial photoshoots, e-commerce photoshoots, wholesale orders, production, etc. Super excited about some of the new partnerships and products we’re bringing into the mix for next season.

Tuesday — Retailer Meeting

For Slope Siren, we met with a new retailer that we’ll be launching with in 2026. This is our first true retail partnership, so it will be so much fun bringing our brand to a large-scale retailer. We’ve been pretty selective with who we partner with to ensure we stay true to the Slope Siren aesthetic. Brand positioning is everything.

Wednesday — Out West Launch

Out West came out with a bang (pun intended). With our recent press features in Goop & Vogue, the new collection has become a quick fan favorite. Cannot wait for everyone to get their Bonnies.

Obviously also got dinner & martinis to celebrate.

Thursday — BFCM Finalization

This is our only sale of the season, so we always make sure to prep & plan accordingly. The past two years, we’ve sold out of almost all inventory during BFCM, so it’s always a busy and exciting time.

Friday — Partnerships & Planning
Fridays are for brainstorming, planning launches, campaign shoots, and the weekend’s work. I also prefer sending partnership and press emails on Friday mornings. We have a few exciting campaigns and collabs in the works for next year, so finalizing details for those as I sip wine on the couch.

A week in the life!

x Alex

Side note: This is really 5 things I did last week because I was too busy to write about it in real time.

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Monday — Goop Feature

Slope Siren was featured in Goop’s The Traveler’s Gift Guide. We first partnered with Goop in December 2024 during our NYC pop-up at their Soho store, so it was so much fun to continue this partnership on their site.

Goop was actually the catalyst for The Out West Collection, so it was a full-circle moment having The Mae Western Ski Suit featured in their guide.

Well, I lost a half day of skiing… — Gwyneth Paltrow

Tuesday — Site Updates

For Slope Siren, we redesigned the website to highlight the new Out West Collection. It turned out so stunning — I’m obsessed with how it captures the new aesthetic.

For Née, we’ve been gearing up to launch our Keepsake Collection (hehe), which meant not only adding the new line to the site but also reworking the checkout flow so customers could easily add a Name Change Kit as an add-on. It was more technical backend work, so I worked closely with our developer to get the UX right.

Wednesday — Podcast Recording

I recorded an episode of The Beauty Sessions with the amazing host Sophie Blowfield. This was SO much fun — we covered all things beauty, business, and branding. The episode is set to be released November 12th.

Thursday — VOGUE

Slope Siren was featured in Vogue. This really took up my entire day posting and promoting this across my personal Instagram, the Slope Siren Instagram, updating our site with the feature, etc. A Vogue feature was on my vision board for 2025, so absolutely loved seeing it come to life.

Friday — Partnerships & Planning
Fridays are for brainstorming, planning launches, campaign shoots, and the weekend’s work. I also prefer sending partnership and press emails on Friday mornings. We have a few exciting campaigns and collabs in the works for next year, so finalizing details for those as I sip wine on the couch.

A week in the life!

x Alex

This collection is everything to me. It completely took over my brain the second the idea hit. I’m going to do my best to take you behind the scenes—from the original idea to the details that brought the vision to life.

This past December, we were invited to host a Slope Siren pop-up at Goop’s NYC store (which was so fun—and Gwyneth is such an icon. “Well, I lost a half day of skiing…”). The partnership just felt right.

So when Goop asked us back for another pop-up this December—this time at their brand-new Aspen store—obviously, the first thing I did was start planning my outfits nine months in advance. And that’s when it hit me: the Aspen aesthetic.

Kemo Sabe cowboy hats. Chunky silver jewelry. Suede boots. Leather pants. You know the vibe. While Slope Siren’s ski suits are timeless and suited for any atmosphere, I wanted to design something that felt specifically Aspen. A little bolder. A little rowdier. A little western.

The Concept

An elevated (and iconic) Western skiwear capsule like never before. Aspen-inspired and mountain-ready. Slope Siren heads West.

The Collection

You know I can’t resist a cheeky name: The Out West Collection.

It’s a nod to skiing out west—in Aspen, Jackson Hole, Big Sky—and the Western styling at the heart of this drop. As soon as I thought of it, I hung up my hat and cracked a beer. My work here was done. Lol just kidding, that’s when the real work began:
– Designing a new ski suit
– Rushing a production sample
– Developing the branding
– Planning an editorial shoot
– Sourcing vintage Western props
– Making a Western playlist
– Redesigning the website
Apparently I’m a glutton for punishment. Or more accurately, a slave to a good idea.

The Design

I knew I wanted to stay close to our core Siren Ski Suit—if it’s not broken, don’t fix it. But I did want to add bold Western details that felt original and intentional.

So we started with the belt buckle. And boy did we deliver. A custom oversized Western silver belt with vintage-inspired floral engraving. Chef’s-fucking-kiss.

Next: sherpa detailing. But not in a tacky way—I wanted it to feel designed and elevated. We created an arched sherpa yoke across the chest for a structured, subtly Western silhouette. Complete with ivory contrast stitching across the yokes. It’s iconic in every way.

And lastly, the color. I wanted something sexy and signature-worthy—distinct to this collection but still very Slope Siren. Introducing… Rodeo Rouge. A deep, sultry oxblood trimmed in Bandit Black (yes, I even name the accent colors.)

The Name

Me *handshake emoji* Names.

This new suit needed a name. I started thinking about icons and outlaws of the Wild West… and there she was. Bonnie Parker. Of Bonnie & Clyde. Dangerous, daring, unforgettable. The Bonnie Western Ski Suit.

The PIC

If you thought I was done, you don’t know me at all. While I’m partial to the burgundy of Bonnie, I also wanted an option that was a little more laid back, but still held that Western edge.

We added the Western belt to our signature black Siren Ski Suit — The Mae Western Ski Suit. Inspired by the grit and glamour of Mae West. The perfect piece if you want just a touch of Western influence. Our Mae suit also comes with our classic belt, so you can mix and match aesthetics.

The collection launches Wednesday 11/5. See you Out West.

x Alex

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Monday — Campaign Launch Prep

With ski season approaching and a new product launching for Née, it’s been busyyy. Photoshoots happened a few weeks ago, but we’ve had to go through all of the content and start mapping out posts, ads, teasers, etc.

Tuesday — Product Development

For Slope Siren, we’re always looking to expand the skiwear line and add in new pieces. We also start designing collections for next season before this season even starts which is kind of wild, but I always have so many ideas that this is one of my favorite parts. If anything it’s also the hardest part for me because I want to do everything all at once and usually I have to bring myself back to earth.

For Née, we’ve predominantly been exclusively in the name change business, but with recent growth, we’ve decided to expand into additional categories. I can’t spill all the tea just yet, but our new collections will be focused around gifting (either to the bride or a bride to her bridesmaids). It’s so good.

Wednesday — Warehouse Onboarding

We’ve been working with our new 3PL to ensure all inventory is updated in the system and they have everything they need to start packing orders, processing returns, shipping wholesale orders, etc. This feels like such a big step, so it’s exciting to have our new team start handling operations for both businesses.

Thursday — Retail Follow-Ups

We have some new products launching for Née, so I’ve been chatting with a few different retailers about bringing our assortment to some new online stores and expanding our offering with current retail & registry partners.

Friday — Partnerships & Planning
Fridays are for brainstorming, planning launches, campaign shoots, and the weekend’s work. I also prefer sending partnership and press emails on Friday mornings. Our new Slope Siren collection has already landed a few big features, so I had to share final imagery and some brand background. I can’t say much more, but I’m freakinggg out.

A week in the life!

x Alex

Monday — Founder Accountability Group
I’m part of a founder accountability group (hi, Al), and every week we list out the tasks and projects we’re focusing on. It’s just a few quick sentences, but it definitely holds you accountable to your priorities and works as a sounding board for questions or ideas. We send this on Mondays, which helps set the scene for the week ahead.

Tuesday — Warehouse Onboarding
Sending my brands to a new warehouse feels like sending newborns to daycare. We’d been doing all fulfillment in-house, but it was becoming too much for our small team, so we made the decision outsource to a 3PL. A must for me was keeping both Née and Slope Siren under the same roof (I couldn’t separate the siblings). The rollout took longer than expected — Née’s processes are more complex with different offerings and retail partners — but we finally found the perfect fit through a friend’s rec (hello again, Al).

Wednesday — Finances & Taxes
The sexy stuff. Month-end always means reviewing income statements and ad performance to make adjustments. This week was also quarter-end, so we submitted taxes. Joy.

Thursday — Branding Photoshoot
We’re launching an exciting new Née collection this November, so we had an e-comm + branding shoot. We booked a luxury studio with the right vibe for the collection. Since it was a little last-minute, we had to prep quickly — sourcing props, planning the shot list, pulling inspo, and finalizing outfits. After the shoot, we got dinner & martinis (as one does).

Friday — Partnerships & Planning
Fridays are for brainstorming, planning launches, campaign shoots, and the weekend’s work. I also prefer sending partnership and press emails on Friday mornings — TGIF.

A week in the life!

x Alex

In the luxury space, positioning is everything, and it starts with exclusivity. You can’t be for everyone, because something for everyone is something for no one. If you want to sit at the luxury table, you can’t also be hanging out in fast fashion food court.

Pick a lane. Pick your poison. And, for God’s sake, pick your positioning. Every decision, from your Instagram grid to your stockists, should reinforce that your brand belongs to that table — the one with the in-the-know guest list and line wrapped around the corner.

Members only, baby.

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