Watch our video interview with Alexia Genta, founder of Geraldine London

What do you do when the business you’ve worked so hard to build is forced to close overnight? If you’re entrepreneur Alexia Genta, you start a new business!

When the COVID-19 lockdown forced Alexia to close the doors on Alexia Alterations, the luxurious atelier she’d launched for haute couture alterations in Knightsbridge, London, she was devastated.

Not only was she worried about her own business (she still had to pay the rent on her expensive premises with no income), but she was concerned for her team of seamstresses.

Not one to give up, Alexia came up with the idea of using designer offcuts left over from her alterations business to create a completely new enterprise making luxury headbands. And so Geraldine London was born!

Watch our video interview with Alexia to discover why entrepreneurship is in her blood, and what inspired her to leave a safe and successful career in corporate marketing to launch Alexia Alterations.

Alexia shares the lessons she’s learned along the way in launching two businesses, and how she’s since assembled a collective of female entrepreneurs in London all battling the fallout of the pandemic called #damnthepan.

If you’re looking for inspiration to launch a business or battle tough times with resourcefulness and a smile on your face (sometimes!), this is the video you need to watch.

You can find out more about Geraldine London here.