A day in the life
Istituto Marangoni alumni Sienna Alexander is the founder of her namesake eyewear brand. Every style is designed in London and responsibly handmade in Italy to be wearable, long-lasting and aesthetically pleasing.
When does your day start?
It depends how busy my schedule is, but I usually try not to harass my body by getting up too early unless it’s necessary. Most of my morning is occupied by my French Bulldog Motti; it starts with walking him in Hyde Park. It’s been my morning meditation for the past four years since I got him. Most of my work happens in the second half of the day and lasts until late at night as we work a lot with the US.
Tell us about your eyewear brand and your main responsibilities as its founder…
Designs are made in Italy from sustainable materials, in a way that’s not ripping off people and polluting our planet. Most of the sustainable brands are quite expensive; the unique part about ours is that it’s affordable.
As the founder, I am responsible for every breath this brand takes. I am involved in every aspect, starting from the design and finishing with marketing. I have people who work with me but I’m always the one who guides everything in the right direction to match my vision.
How did the idea for your eyewear brand come about?
I graduated from Istituto Marangoni in London with a BA in Fashion Business. I really loved fashion and thought very highly about the industry while I was studying, however, once I started working, I just hated it. The fashion industry is extremely underpaid and highly stressful; people can be mean and full of themselves. So, one day I called my husband and said that I was quitting, and that I was either going to study dentistry or start my own brand. He said I should use all my experience from the fashion industry and shoot for the stars. I think in life it is extremely important to leave the train that’s taking you in the wrong direction [and to do it] just at the right time.
Sienna Alexander London
Can you run me through a typical day in your shoes?
8am: Wake up slowly
11am: Take a walk in Hyde Park with my dog.
1pm: Have a call with the factories in Italy to make sure everything is fine with production.
3pm: I’ll go through online orders and shipping, and if it’s all been done correctly, I’ll check for delays.
5pm: Set out marketing plans and ideas and work on wholesale.
7pm: It’s time for aperitivo.
9pm: Dealing with whatever needs to be done in the US – clients, wholesale, marketing agencies.
11pm: Still working
1-2am: I make sure that I read a book, then I take care of my face – my nighttime skincare routine is extremely important to me. After that, I am ready for bed.
Share a career highlight of yours…
When I was drinking coffee in Notting Hill and saw four women wearing my sunglasses while passing by.
Do you know what personality type you are?
I have no idea but I am very hyper. That makes me move fast, speak fast and change things fast.
What’s the number one lesson you’ve learned in business?
Not to do it with close friends.
Who’s been your greatest teacher?
My husband. He has such an amazing calming energy that always clears my mind. His intelligence and logic guide me through life.
Where do you see yourself in five years?
I will be in a different country and I will probably take Sienna Alexander with me.
If you weren’t a brand owner, what would you be doing?
Working for the United Nations and going on missions in Third World countries.
How do you switch off?
I love going out with my friends and laughing with them all night.