Discover the INCREDIBLE journeys of the women in our community.

In our Member Stories, we hear from our members about the experiences that have shaped them, the challenges they’ve overcome, and how they are driving impact in their industries and beyond.

Alex Standley

Alex Standley

Founder

Alexandra Standley

Hi, I’m Alex, Personal Stylist, Speaker & Sustainable Fashion Expert. I help trailblazing women craft a signature style that aligns with their ambitions, values, and amplifies their impact. For me, style isn’t just clothing, it’s a powerful tool for influence, confidence, and legacy. Because when your style is aligned with your purpose, the world takes notice..

Share an experience or challenge that has shaped you? Becoming a mother was the catalyst that changed everything for me, personally and professionally. After 15 years as a global fashion buyer for brands like M&S and Amazon, I found myself in the midst of an identity crisis when my daughter was born. Overnight, the industry I had once loved felt out of alignment with the world I wanted her to grow up in.

Motherhood stripped away the polished title and the dream career, leaving me questioning who I was beneath it all. I didn’t recognise the woman staring back in the mirror, I had lost my sense of identity and confidence. That became the beginning of my transformation.

Through my personal stylist training I reconnected with myself, rediscovering colour, shape and self-expression, I found my confidence again. I realised style wasn’t superficial; it was a language, a way to embody who we are becoming. That experience became the foundation of the work I do today, helping other women align their outer presence with their inner evolution, so they can show up as their fullest, most visible selves.

Best piece of advice you have ever been given? It is so important to stay in your own lane and focus on your own journey. Everyone is going to have a completely different experience of being an entrepreneur, based on their own values, strengths and experience. I love the quote ‘Comparison is the thief of Joy’, as this sums up how important it is to recognise your own achievements and not get caught up in what everyone else is doing. Your only competition is you, yesterday! Fear is often the biggest driver behind imposter syndrome, which all entrepreneurs will experience at one time (whether they admit it or not!) so it’s important to step out of your comfort zone, to build confidence and self-belief.
What advice would you give to your younger self or a woman just starting her career? Stay connected to your own intuition and grounded in your own values and filter every decision you make through that lens. The most important lesson I have learnt as a result of my business journey, is that every day is Day 1 (to paraphrase Jeff Bezos)! It is a continual learning curve, and you will never be done with personal development. But this is also what I have loved about my journey, as I have a strong love of learning, and it’s amazing to be consistently evolving as a person and as a business. Owning and creating your business will expose all your weaknesses, character flaws etc, but it will also accelerate your personal development and help you to grow, like nothing else!
What does success mean to you? Success used to mean a big job title, fancy car and house and climbing the career ladder. But I soon realised as I climbed that ladder that wasn't what was going to bring me happiness. So for me now, it looks like financial freedom to be able to live a life which supports my family, means we can enjoy a nice lifestyle and I can feel fulfilled that I am living out my true purpose, creating a positive impact on people and planet, and improving the world for future generations.
How do you handle challenges and changes? What's in your toolkit? Change is inevitable, but how we move through it makes all the difference. My toolkit is about staying grounded, mind and body connection.

Mornings are sacred for me. I get up early to journal, do a 30 minute workout and catch that first light. After the school drop-off, I carve out time for a walk, it clears my head and sets my focus for the day.

These moments keep me connected to my purpose, even when things feel uncertain. They remind me that I can only show up for others when I’m showing up for myself first. Style helps with that too, putting on something that feels aligned is often the first step in shifting my energy.

Why is it important to support women in business and women-led business? Because when women lead, everyone benefits. Studies show that companies with more women in leadership roles are 21% more likely to outperform their competitors and have stronger cultures of collaboration and innovation. But beyond the numbers, representation matters, for my daughter, for your daughter, for the next generation watching what’s possible.

Supporting women-led businesses isn’t just about equality, it’s about rewriting the story of what leadership looks like: values-driven, empathetic, and inclusive.
For me, it’s deeply personal. Every woman I work with is creating a ripple effect, through her visibility, her voice, her choices. When we empower women to show up confidently and authentically, we change the narrative for future generations. That’s the legacy I want to be part of.

60 Seconds with Alex Standley

My inspiration is: My daughter, I’m always learning from her every day.
My greatest fear is: Not fulfilling my potential! I feel I have so much to share and I’m excited for the ripple effect my work can create.
The most courageous thing I have ever done is: Start my business and leave my ‘dream career’ behind.
I am most proud of: Building a business that makes a positive difference in the world.
Guiltless pleasure: Chocolate and a trashy TV series like Emily in Paris.
Mantra I live by: "Be The Change You Wish To See In The World" - Gandhi.
Female role model: Iris Apfel or Jane Goodall.
Women-led brand I love: I love The SHE Collective, I’m a member and Ro’s ethos is so aligned with my own.

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