About

If you want to create your ideal life, you need to know where to start.

Alexandria Lawrence, Founder of ALSO in PINK. Portrait Wearing A Ganni Red Blouse And Gold Earrings By Annelise Michelson

Hi, I’m Alexandria.

I’m a certified KonMari consultant and personal stylist with a knack for helping people find joy in their space and their life.

People come to me with dreams like…

Being surrounded only with things they love
Having a versatile wardrobe that’s 100% functional
Finding their true personal style
Having a living, breathing space – with lots of indoor plants!
Feeling confident to make clothing choices that suit their body shape
Having a place for everything

Netflix changed my life.

Following my nose has taken me in various colourful directions…
From penning an illustrated book. To playing music on stage at Shakespeare’s Globe. To coding in a dismal high-rise office block in Wembley.

So, how does Netflix come into this?

We’ll get there… With dreams of starting my own business, I immersed myself in London’s energetic tech startup scene: going to loads of talks and jumping down the rabbit hole of online learning. I absorbed a lot but still had no idea what my business would be.

Then moving into a new-build flat—the ideal blank canvas—started an obsession with optimising the space around me. At the same time, Netflix introduced me (and millions of others) to Marie Kondo.

The power of a fuzzy beanbag can’t be overrated.

Add in a smartphone. I was sitting brainstorming the direction of my intended business for an intensive publicity course I was taking and… ping… an email arrived in my inbox. It was about interior design. Suddenly it all came together. The concept of combining decluttering, personal styling and interior design. ALSO in PINK was born.

Going all in.

And embracing change. I dove into becoming a KonMari consultant. From reading all the books and embarking on my own KonMari Marathon. To training in New York with Marie Kondo and her team. To taking on practice clients, writing detailed reports and passing an exam. To getting certified. It’s quite a process. It took 10 months from start to finish. I simultaneously trained as a personal stylist and colour specialist at the London College of Style.

Do you want to be a Virtual Tidying Hero? My Digital Cleanse has just been featured on Forbes.