Women With GRITT: Alexandra Stevens On Breaking Barriers and Pivoting Amidst A Pandemic
“I now approach challenges with resilience and see setbacks as stepping stones toward success.”
Welcome to Women with GRITT: a series where we interview the resilient, hardworking women who have kicked in the glass ceiling and inspire us to do the same.
Alexandra Stevens is well versed in running a successful business, having operated a notable promotional and hospitality company in Australia for over 15 years. Until you throw a global pandemic into the mix, that is. Forcing her to rethink her entire business model, Stevens took the COVID-19 lockdowns by the hand and pivoted her business to ensure her team of mostly female staff were supported. Noting the construction boom in Australia, Stevens channelled her proactive mindset and wealth of experience into a new business. Introducing: Lexico Traffic Management, a predominantly female traffic control company.
Born out of the desire to continue to support a talented and hardworking team of women, Lexico breaks down barriers and allows women to embrace stepping into traditionally male-dominated roles. With traffic control often the first point of contact on a construction site, Stevens understands the importance of instilling professionalism and self-respect among her team. She ensures safety standards are complied to with utmost care, resulting in positive feedback from on-site safety managers noting their appreciation for her team’s professionalism. Now, Lexico is ready to take Australia by storm and offer the construction industry a new perspective. Successfully adding a female touch to the construction industry is no easy feat, so it’s no wonder Stevens is an inspiration to women everywhere.
With a background in beauty and a dedicated social media following, of course we had to find out Stevens insider secrets. Here, Gritty Pretty sits down with Stevens to find out all of her tips and tricks on self-confidence, breaking gender norms and pivoting amidst a pandemic. Who run the world? Girls.
Gritty Pretty (GP): Where do you think you inherited your entrepreneurial drive and passion from?
Alexandra Stevens (AS): Both of my parents have played a significant influence in my life in different areas. My father in particular has taught me valuable lessons that shaped my entrepreneurial spirit. He always encouraged me to embrace my authenticity, to be adaptable, open to new ideas, and to follow my passion as it would lead to my purpose. This drive has helped me make business designs that align with my beliefs and led to some amazing professional opportunities.
I got my first big break when I was 18-years-old and contracted to work at one of the largest hospitality complexes in Melbourne as a brand ambassador. I was noticed and scouted by a senior manager of the complex who asked me if I was interested in working directly for them. This manager was evidently impressed with my work ethic and care for customer service, so he asked jokingly if I had any friends like me. I thought quickly and said that in fact I had an agency and could provide staff for him if he liked. That night I rang friends, friends of friends and acquaintances to build what would be my first team and engaged my accountant to officially set up my business. From that day forward I ended up staffing promotional and hospitality teams for over eight of their venues and had up to 20-30 staff a night working for a period of 10 years. From this, I have learnt to trust in my ability and have the confidence to deliver.
GP: What were the greatest lessons you learned in the early years of your career in promotions and modelling and when you first started your hospitality agency?
AS: Before I went on to launch my own hospitality recruitment and promotions business in 2003, I started my professional career as a model for various brands and events. It was this passion to be self-employed that drove many of my early career decisions to create and own a business. I learned many valuable lessons on the way that I still hold to today. These include:
- Be ambitious, but do not have an ambition. Remain unencumbered to pursue the many opportunities that greet you every day. The importance of ambition without being tied to a specific ambition, allowed me to remain open to a range of opportunities that came my way.
- Do not cheat and lie in business or life; integrity is the most beneficial asset one can possess. Good ethics is good business!
- Ensure that your business has a real purpose other than to make a profit. Money is not the motivator in business; money is nothing but the fuel that enables one to reach one’s destination.
- Being alone does not mean being lonely. Sometimes, it’s necessary to sit solo in your own thoughts to be creative, to unwind, and to reflect.
- Not all your competitors are your enemy, and not all suppliers and customers are your friend; the foundation of business is built upon integrity, performance, and respect.
- It is a fool who forgives and forgets. Always forgive, but never forget.
GP: Before COVID-19 had the world in lockdown, you were managing a successful promotional and hospitality recruitment agency. Where did the idea for your current venture, Lexico, come from?
AS: The idea for Lexico came during the pandemic. With events and hospitality locked down, I noticed the construction industry was thriving, particularly in need of skilled workers. To support my talented, mostly female staff, I thought of redeploying them to this booming sector, which led to the birth of Lexico Traffic Management.
This then led to an opportunity to champion women in construction, remarkably a niche segment that was mostly neglected. We created roles not only in traffic control, but in construction and amenity cleaning, hoist drivers, spotters and COVID-19 marshalls (during COVID-19), and we look forward to placing more women in more fields in the future.
GP: What is the greatest piece of advice you’ve ever received? And how did you incorporate it into your life?
AS: The best advice I received emphasised the importance of not fearing failure as it’s part of the learning process. This advice taught me to view failures as opportunities for growth. I now approach challenges with resilience and see setbacks as stepping stones toward success.
I have learned to embrace change and live in the present moment as the present is the only time that truly exists. Change is the only constant in life, so I’ve learned to adapt to change with an open mind and a willingness to grow.
I’ve also learned to practise mindfulness and appreciate each moment as it comes. This advice has made me more resilient, better equipped to navigate life’s uncertainties, reduced stress, and allowed me to savour life’s simple pleasures. You can pivot, rebrand and recreate yourself at any stage of your life. Don’t let past versions of yourself limit you from levelling up.
Finally, don’t dwell on the past; focus on creating your future. I’ve let go of regrets and embraced forward-thinking. This advice has empowered me to set meaningful goals and work towards a brighter future.
GP: What is the biggest piece of beauty advice you would like to pass on to women who look up to you?
AS: The most significant beauty advice I can offer is to embrace your individuality. Beauty comes in many forms, and self-confidence is the most beautiful look of all.
GP: What role does beauty play in your life? Is it a way to show self-love? A creative outlet? A daily ritual?
AS: Beauty for me is a form of self-expression and self-love. It’s a way to enhance my confidence and creativity. It’s also become a daily ritual, a moment to care for myself and appreciate the artistry of makeup and skincare.
GP: Do you have any insider beauty secrets you’ve learned along the way?
AS: One of the most valuable lessons I have learned is the power of skincare. A healthy, radiant complexion is the foundation of beauty. Having a skincare regime and working with a regular skin program including cleansing, moisturising, and protecting your skin from the sun, can work wonders and keep you looking your best. Of course, skincare also includes a good diet, exercise, and adequate rest.
My focus is on positive ageing, and I do treatments around facial rejuvenation. My treatment plan is a mix of RF needling, PRP and red-light therapy. I use a good vitamin C and retinol along with moisturiser, toner and cleanser.
GP: Unsurprisingly, modelling and the construction industry don’t have much in common. How did you break into the construction industry?
AS: While it may have looked like an unconventional move, I truly believe in the power of transferable skills. I recognised the importance of first impressions on construction sites, where traffic control plays a significant role. I wanted to build a brand where the staff embodies professionalism and high safety standards. The construction industry, historically male-dominated, benefited from the fresh perspective and respectful approach Lexico offered.
GP: You have done so much to empower women in the workforce. What do you think are the greatest challenges that face women in the workforce, particularly in a traditionally male-dominated industry like construction?
AS: Women in male-dominated fields face unique challenges. One major issue is the invisible struggle for respect and acceptance that women often experience at the start of their journey in such fields. It’s a struggle that many don’t have to think about, but I wanted to create a gateway for them. In industries like construction, women sometimes face gender discrimination and may feel isolated. At Lexico we aim to change that by challenging outdated stereotypes and providing a supportive stepping stone for their career progression.
Unfortunately, on occasion, women must also deal with the judgement of other women. At Lexico, we have made a conscious effort to cultivate relationships with strong women—the kind who uplift and inspire. I’ve tried to practise kindness and empathy in all my interactions with staff. This advice has strengthened my relationships and fostered a positive environment around me.
GP: Have you experienced gender discrimination in the workforce as a woman?
AS: I have had a mostly positive response but yes, I have encountered gender discrimination in my career. It’s unfortunate but not uncommon. However, these experiences only strengthened my resolve to create equal opportunities for women in industries where they are underrepresented.
GP: What has been the hardest thing about your business journey to date?
AS: On a practical level the most challenging aspect has been adapting to unexpected changes, especially during the COVID-19 pandemic. It forced me to recalibrate my business model and find new opportunities to keep my staff employed and businesses thriving daily.
Gritty Pretty (GP): Where do you think you inherited your entrepreneurial drive and passion from?
Alexandra Stevens (AS): Both of my parents have played a significant influence in my life in different areas. My father in particular has taught me valuable lessons that shaped my entrepreneurial spirit. He always encouraged me to embrace my authenticity, to be adaptable, open to new ideas, and to follow my passion as it would lead to my purpose. This drive has helped me make business designs that align with my beliefs and led to some amazing professional opportunities.
I got my first big break when I was 18-years-old and contracted to work at one of the largest hospitality complexes in Melbourne as a brand ambassador. I was noticed and scouted by a senior manager of the complex who asked me if I was interested in working directly for them. This manager was evidently impressed with my work ethic and care for customer service, so he asked jokingly if I had any friends like me. I thought quickly and said that in fact I had an agency and could provide staff for him if he liked. That night I rang friends, friends of friends and acquaintances to build what would be my first team and engaged my accountant to officially set up my business. From that day forward I ended up staffing promotional and hospitality teams for over eight of their venues and had up to 20-30 staff a night working for a period of 10 years. From this, I have learnt to trust in my ability and have the confidence to deliver.
GP: What were the greatest lessons you learned in the early years of your career in promotions and modelling and when you first started your hospitality agency?
AS: Before I went on to launch my own hospitality recruitment and promotions business in 2003, I started my professional career as a model for various brands and events. It was this passion to be self-employed that drove many of my early career decisions to create and own a business. I learned many valuable lessons on the way that I still hold to today. These include:
- Be ambitious, but do not have an ambition. Remain unencumbered to pursue the many opportunities that greet you every day. The importance of ambition without being tied to a specific ambition, allowed me to remain open to a range of opportunities that came my way.
- Do not cheat and lie in business or life; integrity is the most beneficial asset one can possess. Good ethics is good business!
- Ensure that your business has a real purpose other than to make a profit. Money is not the motivator in business; money is nothing but the fuel that enables one to reach one’s destination.
- Being alone does not mean being lonely. Sometimes, it’s necessary to sit solo in your own thoughts to be creative, to unwind, and to reflect.
- Not all your competitors are your enemy, and not all suppliers and customers are your friend; the foundation of business is built upon integrity, performance, and respect.
- It is a fool who forgives and forgets. Always forgive, but never forget.
GP: Before COVID-19 had the world in lockdown, you were managing a successful promotional and hospitality recruitment agency. Where did the idea for your current venture, Lexico, come from?
AS: The idea for Lexico came during the pandemic. With events and hospitality locked down, I noticed the construction industry was thriving, particularly in need of skilled workers. To support my talented, mostly female staff, I thought of redeploying them to this booming sector, which led to the birth of Lexico Traffic Management.
This then led to an opportunity to champion women in construction, remarkably a niche segment that was mostly neglected. We created roles not only in traffic control, but in construction and amenity cleaning, hoist drivers, spotters and COVID-19 marshalls (during COVID-19), and we look forward to placing more women in more fields in the future.
GP: Unsurprisingly, modelling and the construction industry don’t have much in common. How did you break into the construction industry?
AS: While it may have looked like an unconventional move, I truly believe in the power of transferable skills. I recognised the importance of first impressions on construction sites, where traffic control plays a significant role. I wanted to build a brand where the staff embodies professionalism and high safety standards. The construction industry, historically male-dominated, benefited from the fresh perspective and respectful approach Lexico offered.
GP: You have done so much to empower women in the workforce. What do you think are the greatest challenges that face women in the workforce, particularly in a traditionally male-dominated industry like construction?
AS: Women in male-dominated fields face unique challenges. One major issue is the invisible struggle for respect and acceptance that women often experience at the start of their journey in such fields. It’s a struggle that many don’t have to think about, but I wanted to create a gateway for them. In industries like construction, women sometimes face gender discrimination and may feel isolated. At Lexico we aim to change that by challenging outdated stereotypes and providing a supportive stepping stone for their career progression.
Unfortunately, on occasion, women must also deal with the judgement of other women. At Lexico, we have made a conscious effort to cultivate relationships with strong women—the kind who uplift and inspire. I’ve tried to practise kindness and empathy in all my interactions with staff. This advice has strengthened my relationships and fostered a positive environment around me.
GP: Have you experienced gender discrimination in the workforce as a woman?
AS: I have had a mostly positive response but yes, I have encountered gender discrimination in my career. It’s unfortunate but not uncommon. However, these experiences only strengthened my resolve to create equal opportunities for women in industries where they are underrepresented.
GP: What has been the hardest thing about your business journey to date?
AS: On a practical level the most challenging aspect has been adapting to unexpected changes, especially during the COVID-19 pandemic. It forced me to recalibrate my business model and find new opportunities to keep my staff employed and businesses thriving daily.
GP: What is the greatest piece of advice you’ve ever received? And how did you incorporate it into your life?
AS: The best advice I received emphasised the importance of not fearing failure as it’s part of the learning process. This advice taught me to view failures as opportunities for growth. I now approach challenges with resilience and see setbacks as stepping stones toward success.
I have learned to embrace change and live in the present moment as the present is the only time that truly exists. Change is the only constant in life, so I’ve learned to adapt to change with an open mind and a willingness to grow.
I’ve also learned to practise mindfulness and appreciate each moment as it comes. This advice has made me more resilient, better equipped to navigate life’s uncertainties, reduced stress, and allowed me to savour life’s simple pleasures. You can pivot, rebrand and recreate yourself at any stage of your life. Don’t let past versions of yourself limit you from levelling up.
Finally, don’t dwell on the past; focus on creating your future. I’ve let go of regrets and embraced forward-thinking. This advice has empowered me to set meaningful goals and work towards a brighter future.
GP: What is the biggest piece of beauty advice you would like to pass on to women who look up to you?
AS: The most significant beauty advice I can offer is to embrace your individuality. Beauty comes in many forms, and self-confidence is the most beautiful look of all.
GP: What role does beauty play in your life? Is it a way to show self-love? A creative outlet? A daily ritual?
AS: Beauty for me is a form of self-expression and self-love. It’s a way to enhance my confidence and creativity. It’s also become a daily ritual, a moment to care for myself and appreciate the artistry of makeup and skincare.
GP: Do you have any insider beauty secrets you’ve learned along the way?
AS: One of the most valuable lessons I have learned is the power of skincare. A healthy, radiant complexion is the foundation of beauty. Having a skincare regime and working with a regular skin program including cleansing, moisturising, and protecting your skin from the sun, can work wonders and keep you looking your best. Of course, skincare also includes a good diet, exercise, and adequate rest.
My focus is on positive ageing, and I do treatments around facial rejuvenation. My treatment plan is a mix of RF needling, PRP and red-light therapy. I use a good vitamin C and retinol along with moisturiser, toner and cleanser.
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