Alex was inspired by Natalia Vodianova, a Russian model and philanthropist, who Alex met during Meet & Talk event in Paris. Inspired by her work, passion and determination to help children with special needs and their families, Alex wanted to join the cause.

Together with other volunteers, she launched and manages an online venture, called Shop With Purpose, with a mission to repurpose used and new items and donate all generated funds to Natalia’s charity Naked Heart Foundation.