Alex Stedman set up the popular blog ‘The Frugality’ in 2012, working on editorial and commercial projects and launched her first product (matchboxes!) in 2020, which sold out almost instantly.

Alex now works solely on her social channels (@alexandra.stedman) and her newsletter (The R.U.E), with over 550k followers and subscribers. She is on a mission to democratise fashion, lifestyle, culture and interiors in a friendly and accessible way. Her ethos is that ‘taste doesn’t have to be expensive’ and she prides herself on finding the best pieces to invest in.

Alex has been featured in numerous media sites and newspapers: The Sunday Times Style, BBC, The Telegraph, The Evening Standard, Conde Nast Traveller and spoken at Stylist Live and ELLE Live. The site also won the Amara IBA for Best Interiors Lifestyle Blog and Bloggers Choice 2018.

Alex lives at home in London with her husband and two children.