Having an entrepreneurial spirit, and seeing the talent potential of his brother, Risto, working as a designer, Alek decided to launch Risto’s brand in 1999. Alek then switched his focus from his creative interests and talents to the sales, productions, and merchandising branches of Risto’s newfound label.
From the beginning, the most important and influential retailers were attracted to Risto’s brand. Working in sales, and merchandising for Risto, Alek was able to build an astounding and extremely selective clientele roster worldwide.
Based out of New York for five years, Alek eventually met the founder of Nouveau-PR, Corinna Springer, in 2008. After meeting and working together for Risto, she found him to be the perfect match to open and.