She grew up on a farm in a small town to a Danish mother and French father who were as creative as they were practical. Her clothes were hand made, toys were built out of wood, vegetables were grown in the yard not because it was hip but because that’s just what one did (or could afford). Life was simple, spent mostly outdoors or on the road, with weekends made for brunching with an eclectic group of friends and always without TV but lots of stories or music from the radio.
She was a tomboy who loved pretty things. She fished in dresses, played sports in skirts, fished in lakes and oceans, built forts with hammers and nails than decorated with paint and linens. She even helped her parents renovate houses as young as six. She learned about life from constant family travels but also through books. As an avid reader, she grew up with the ideals, hopefulness, and curiosity set by Anne Shirley, Laura Ingalls, Tom Sawyer, Pollyanna, Pippi Longstocking, and Juana Maria.
At age 13, she became a bonafide geek, learning code on the first Apple II and eventually creating one of the first personal websites on the internet and some of the earliest community sites including Another Girl at Play and Girl’s Guide to City Life. As a grown-up, she’s helped build brands through creative, community and content for companies like Anthropologie, Hulu, Airbnb, and Disney. She often jokes that she’s an Amish girl living in a tech world. She couldn’t live without all the digital nor could she live without unplugged moments or days.
A true vagabond, Alex left home at 18 to travel the world and has lived in New Zealand, France, Canada, UK, Ireland, and Singapore before immigrating to America in the early 2000s.
In 2015, after years of global travel and city living, she finally got back to her rural roots by moving into a 1925 hunting lodge on an acre of land in Topanga Canyon, California. This home is featured in the book “Hygge & West Home: Design for a Cozy Life.” In 2020, Alex returned to Santa Barbara, California (where she’d lived before), this time moving into, “Little House,” a 1900’s converted barn on a 45 acre ranch up in the mountains.
Alex lives with her little terrier-mix mutt rescue dog, Scout, who is charming, ornery and incredibly curious.