A Life in Luxury | Jayne Alexander, Managing Director, The Dovetail Agency

In this Walpole series, we explore the everyday working lives of all areas of Walpole’s membership from makers to merchandisers, PR to HR, and everyone in between. This week features the working day of Managing Director of The Dovetail Agency, Jayne Alexander.

Tell us what you do?

Dovetail was launched 21 years ago as a specialist brand communications agency within the luxury lifestyle sector. We have grown into a marketing and PR agency with expertise in travel, beauty and wellness, tech, real estate, super-yachts, design, ski, golf, wines, cruise, resorts and private islands.

What does a typical working day look like for you?

I liaise with my team, the clients and partners to produce targeted campaigns designed to drive business for new and established brands. I regularly conduct media and influencer meetings to generate valuable printed and on-line features and create content for engaging qualified followers for our clients with a national and global reach. Typically I will embark on a number of business trips each month to secure new business and partner opportunities for clients. We will also conduct media tours for clients which I will co-host in primary and emerging markets from East and West Coast America to Moscow and Shanghai.

What do you like most about your job?

Implementing ideas and collaborations to drive business for our clients. It is hugely rewarding to be part of the client team as sales grow and new markets are identified.



What attracted you to the luxury sector specifically?

I have an innate passion for elegance and beauty, fine craftsmanship and authenticity. I naturally gravitated towards the luxury lifestyle sector to apply my sales and marketing skills developed with Inter-Continental Hotels and with Virgin Management.

What was your path to the role you have now? 

I began my career in various sales and marketing roles with Inter-Continental followed by marketing and product development roles with Virgin Management, working directly with Richard Branson in the 90s. We launched and sold two companies at this time.

What advice would you give someone looking to get into the luxury sector?

As a manufacturer or producer, we have found it is most effective to retain a simplicity using only the finest and rarest materials. As a service provider, it is to communicate an ethos and philosophy which resonates with clients who expect an equal passion for their brand.