Founder & Owner

Originally hailing from a small town in Queensland, Australia, Alex’s passion for driving came from hours of sitting in the back seat of her parents’ car en route to the nearest city. After moving to the UAE in 2008 she worked as a radio talk show host for five years before moving into social media.

She used her growing social platform to share her passion for the rarest and coolest cars through a relatable lens that redefined automotive content - and followers couldn’t get enough.

Her ‘girl next door’ take on cars resonated with automotive lovers everywhere, and her social channels quickly grew to over 125 million followers.