FIRST PARENTING BRAND TO FEATURE AT NEW YORK FASHION WEEK - a podcast by Emma Williams

Imagine having a wholesale stockist that reaches over 1 million new customers each month! A few years ago practical and beautiful baby bags didn’t exist – so Sophie Doyle designed one. Established in 2016, and now an iconic Australian parenting accessory, Alf the Label has elevated the standard for upscale bags and accessories. Alf the Label is now the first parenting brand in the world to be invited to walk the New York Fashion Week runway, firmly bridging the gap between fashion and functionality for parents.

Top 40under40 winner Sophie Doyle is Alf the Label's Founder, CEO and Creative Director. She leads the business strategy, directs product development, design, and marketing initiatives.

With an extensive background in marketing and communications spanning 18 years, Sophie holds a post-graduate certificate in Communications, specialising in Creative Services, from Edith Cowan University.

Sophie has led Alf the Label to be named a finalist in the Small Business category at the nationwide MyBusiness Awards in 2019. In 2020, she won gold at the UK Junior Design Awards, and in 2021 Sophie was named as one of Western Australia’s top 40under40 business people by WA Business News. Sophie was also recently recognised as a Top 50 Small Business Leader for 2022.

Being an entrepreneur provides Sophie with the flexibility she needs to ensure she is able to spend quality time with her two young children in their most important formative years.
Visit Alf The Label here https://instagram.com/alf_thelabel?igshid=MzRlODBiNWFlZA== or sign up to the Maxx Members Lounge here https://maxxmemberslounge.com.au/

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