Mini Edit Mama is a series of interviews with the women who inspire us most. Join us as we sit down with the mums we love, from famous faces, to friends, family and the women who’ve built our business.
Alex Hoffler ( @alexhoffler / @meringuegirls )
Alex, best known as co-founder of the innovative and inspirational baking brand Meringue Girls, is the definition of girl power; a trained chef and seasoned food stylist, with experience in advertising, branding, and editorial projects. Alex’s brand building prowess has made Meringue Girls both an Instagram sensation and the go-to brand of some of the biggest names in the fashion and creative industries, for catering that is as beautiful as it is delicious. Seven years on, with best selling cookbooks, a food column in Grazia, stockists including Selfridges, Harvey Nichols & Fortnum & Masons, and an Insta following of over 165k under her belt, mother of two Alex invites us into her world, opening up about everything from the contents of her handbag to her very exciting plans for the future...
WHERE DO YOU LIVE?
In Lower Clapton, Hackney – its got a nice neighbourhoody vibe. I’ve lived in Hackney for over 10 years, since uni. I met my bf in the second year, and he was a Hackney boy, born & bred.
We have a super busy house! Its me, Neil, and my 2 kids – Indi (nearly 5) and Rio (nearly 1), we also live with a friend Tali, and our au pair, Nat. It’s a mad house at times, and quite unconventional – but it works.
WHERE IS YOUR HAPPY PLACE?
On Red Frog Beach, Panama, Bocas Del Toro – surfing, chasing red frogs, spotting sloths – a lush & wild place.
WHAT ARE YOU LISTENING TO AT THE MOMENT?
Octavian. My bro in law manages him, and he’s gonna get really big this year.
WHAT’S YOUR BIGGEST GUILTY PLEASURE?
As soon as I’ve got a night alone – its cocoa pops and Netflix in bed.
WHAT’S IN YOUR HANDBAG TODAY?
I’m more of a tote or Tiba & Marl rucksack kinda gal - reusable water bottle, laptop, phone with XOU XOU phone case which is a rope around your neck (genius) Monzo card. I’m travelling pretty light today, but generally there are some crusty wet wipes, the remnants of an old baby snack, and a hairy old dummy thrown in for good measure.
WHAT’S YOUR MOST PRIZED POSSESSION?
Polaroid photos from both births. We had both kids in my lounge at home (housemates were home for the first one!) – I look back at both experiences really positively – hypnobirthing works wonders.
WHO’S YOUR FAVOURITE PERSON ON THE GRAM?
@alexmayhughes - gold and glass hand-painted signs are epic (I’ve already got one, but I’m commissioning a new one at the moment to spell R.A.I.N (our fam initials). Alex is part of @grlpwrgang which I am too – we're doing a talk at Shoreditch House on the 20th May if you fancy coming to hear us.
WHAT’S YOUR PERSONAL STYLE?
Street style – but generally good fitting high waisted Levis, fresh white tee and trainers – I’m a bit of trainer geek. Loving @pampamlondon (a female trainer only shop in Shoreditch) who have some fresh kicks. My trainers never stay clean for long though. I’m coveting a Boiler Room sweatshirt at the moment.
WHO’S YOUR STYLE ICON?
Anyone with clean trainers.
WHAT DO YOU WANT TO BE WHEN YOU GROW UP?
I want to do so many things in this life time – when the kids are bigger I want to do more food styling, and get really top in that game, and style some more cookbooks.
I would also love to train as a doula – and support women on their home births.
I also want to get reallllly sick at surfing.
HOW WOULD YOU HAVE ANSWERED THAT WHEN YOU WERE A KID?
My mum always suggested being a midwife actually, so that’s not too far off.
I always said I wanted to be in TV and media when I was younger – however, I spent a good few years exploring all that – and it wasn’t a nice place to be. I was a runner on Big Brother (cleaning out the diary room bins) working night shift too – and driving to Boreheamwood & back half asleep at the wheel – horrible. I worked in marketing for a few years too. I don’t think I could ever work for a boss again – there is so much freedom in running your own business.
WHAT’S THE ONE PIECE OF CAREERS ADVICE YOU WISH YOU’D BEEN GIVEN?
If you don’t ask you don’t get – that's my motto in life.
Plus, you need to fake it, to make it – believing you are…means you get to that. I guess that’s a form of manifestation.
WHAT’S YOUR PARENTING STYLE?
Relaxed, I feel like I’m a kid still – so that helps.
Indi is a super cool chick – so it makes parenting really fun.
Having two has been a bit of a game changer though – I’m a bit more on edge, as there is so much more to do!
We took Indi travelling when she was 2.5 all around the world for 6 months – it was an incred experience – we went everywhere – and by the end had one small bag, no buggy – we were living so minimally it was so liberating.
WHAT’S YOUR NUMBER ONE MUM HACK?
Keep playdates in even numbers, odd numbers of children eg 3,5 always seem to squabble!
Carry wet wipes everywhere.
Fool them with dried fruit as sweets for as long as possible.
WHAT’S THE WORST DECISION YOU’VE EVER MADE?
Trying to do everything.
WHAT’S YOUR PROUDEST ACHIEVEMENT?
Co-creating a successful business that employs lovely people, creates things that make people happy, and works flexibly around having a family.
WHO IS YOUR BIGGEST INSPIRATION?
My mumma – who is an entrepreneurial boss lady.
WHAT KEEPS YOU UP AT NIGHT?
Worrying there isn’t enough time to do it all.
WHAT’S NEXT FOR YOU TODAY?
Finishing replying to Meringue Girls emails, setting some team targets, and then a massage appointment (whoop),
AND THIS YEAR?
Building the business further, we are in our 7th year now!
Planning a wedding.
Planning some more long term travelling with 2 kids in tow.