11 Jun 2025
We ask a different figure from the local community to choose 10 questions to answer from a list of 50. This week: Alexandra Sandu, founder and head of creative at The Alternative Beauty in The Maltings Shopping Centre – thealternativebeauty.co.uk
Where do you walk when you want to think?
Whenever I need clarity or space to think, I walk through the golf course – it’s quiet, open and surrounded by nature, which I absolutely love. There’s something about being among the trees and wide green spaces that just helps me process things more clearly. It’s where I often find my best ideas or moment of calm, and it feels like a small escape from the constant motion of running the business.
What items do you always carry with you?
My bag is honestly ridiculous – it’s always the heaviest in any room. I never leave the house without my phone, my laptop, one lip gloss and my Moncler Sunrise.
There’s usually a notebook floating around in there too, and – don’t ask – yes, I carry a pair of scissors. You never know!
What object would you save first if your house was on fire?
I’d have to save my dogs first – they’re family. After that, there’s a photo of me with all my grandparents that means the world to me. It’s one of those things you can’t replace. Every time I look at it, it reminds me of who I am and where I come from.
If you could travel back in time and offer your younger self some advice, what would it be?
I’d tell her to stop trying to make everyone happy – it’s not your job. Be brave. Be loud if you want to be. Put yourself out there without fear. I’d say believe in yourself – you are magic. You have everything you need to create amazing things.
Dogs or cats?
I’m an animal person – full stop. I love them all. That being said, I do own three dogs, so I guess that speaks for itself.
What’s your favourite St Albans car park?
The Maltings – I love a good challenge.
How long would you survive a zombie apocalypse?
A long, long time. My adaptability skills are pretty impressive. I don’t know exactly how I’d do it – but I know that I would. Survival mode: activated.
What’s your favourite St Albans pub?
Dylans at The Kings Arms without a doubt. It has such a great atmosphere, and it’s where I had the best Sunday roast of my life.
What did you want to be when you grew up?
Oh gosh, that was such a long time ago – I honestly can’t remember exactly, but probably a lawyer. Life had other plans though, and I am so glad it did. The path that led me to create The Alternative Beauty has been full of challenges, surprises, and so much growth. Running the business is exciting every single day. The journey has been incredible so far, and the best part is – I know it’s only just beginning.
If you had a time machine, what year would you choose to visit and why?
I’d go 10 years into the future, just to sit back and admire how far The Alternative Beauty has come. I’d want to see the space thriving, my team growing into their full potential, and everything we dreamed of coming to life. I imagine watching from a distance – so proud, so grateful, and full of joy. Just taking it all in and thinking, we did it.
