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Industry Insider Profile: Beca Alexander

She is the a�?Queen Ba�? of a collective of socialA� media influencers called Socialyte and a guru in digitalA� marketing circles. Shea��s also the coA�founder of the online style community, Fashion Indie; a couture connoisseur; and a seasoned blogger. But all Beca Alexander really wants to do is find the cojones to do stand-up comedy, rescue stray dogs, and a�?go everywhere and see everything in [her]A�lifetime.a�? a��Jennifer Henderson

Her fashion history: a�?I grew up in the USSR and my parents couldna��t afford fashionable clothing. For my birthday, my dad gave me a patchwork rabbit coat and it became my favorite possession. I wore it everywhere; it even made it to America when we immigrated. From there, I developed an emotional attachment to clothing as a way to create an identity for myself in a new country.a�?

Her work ethic: a�?I wish I could say that I have a balanced relationship with work, but that wouldna��t be true. I think you have to be borderline obsessed to run your own business.a�?

Her blogger beginnings: a�?Back in the day, blogging was sort of a dirty worda��it connoted that you were a hobbit in a basement hiding behind a computer. At Fashion Indie, we used to sneak into fashion shows and were thrilled when we finally began to get standing-room invites.a�?

Her success secret: a�?Hard work and genuine passion. You cana��t fake passion; ita��s the force you need to drive you forward when everything around you seems to be on fire. Also the courage to take risks and pave a road or build a bridge if one isna��t there in front of you.a�?

Her personal style: a�?Quirky, girly, sometimes a bit retro, and always fun. I love wearing things other people would consider too daring. Ia��ve never met a pair of culottes, pilgrim shoes, or pompom earrings I didna��t love.a�?

Her must-haves: a�?Coffee-table books, especially Every Person in New York. Santal 33 perfume and eyelash extensions. Raspberries and Grimaldia��s pizza. My Cartier watch and my Chanel bag. Ia��m a Mac addict so Ia��m always connected to my iPhone or MacBook Air. And Circuit of Change, a mind-body boot-camp class Ia��ve been taking to work on my postA�winter-hibernation body.a�?

Her beauty: a�?Feeling confident in your own skin and owning your flaws.a�?

Her social skew: a�?My friend Ariel Lee and her Instagram. Shea��s always on an exotic beach in the middle of nowhere in some ethereal outfit and writing about her inner realizations. Shea��s made me want to sell everything and move to a hut in Costa Rica a few times.a�?

Her inspiration: a�?I draw inspiration from my environment. New York as a city with an immense energy, and the friends and coA�workers I interact with daily. I often say that New York is the love of my life. And the beacha��any beach.a�?

Her words to live by: a�?Dona��t sweat petty things or pet sweaty things. Life is too short for either.a�?

Her next step: a�?Ia��m in the process of writing a memoir of sorts made up of short stories from my past. Ia��m always working on my stand-up comedy routine while I gather enough courage to do an open-mike night somewhere; and Ia��m constantly working towards one day owning a puppy sanctuary/bed-and-breakfast.a�?