In 2009, in a bustling Golborne road home something began surfacing that was to become Soler. Alex began designing a small collection of one off pieces with a bespoke concept.

Friends would gather around her living room to choose fabric samples and styles that would then be made for only them. The location of her home served as inspiration for both designer and customers as they walked through the portobello vintage traders and eclectic mix of cultures absorbing the bohemian lifestyle. An atelier was born.