If you aren’t following Alison of The Alison Show on Instagram you’re missing one of the most positive, encouraging, and genuinely funny creators online. Her energy is infectious—between her iconic dance moves and playful sense of style, she never takes herself too seriously. Our pink fur clutch felt like an obvious match for her bold personality.
This interview is a bit longer than usual because Alison shared so many useful and inspiring thoughts we couldn’t cut any of them. If you’re in a career rut, considering a change, or just need a confidence boost, this conversation is full of practical, motivating advice. And if career guidance isn’t your jam, stick around to learn why Alison describes her aesthetic as “rich old lady chic”—it’s delightfully aspirational.
With three kids, multiple jobs, and frequent dance breaks, what must-have items do you always keep in your purse?
As you can tell, I like a little mystery and theatrics—so I always carry multiple pairs of sunglasses. I try to have shades for every possible activity, from grocery runs to teaching a branding workshop out of my giant clam. I believe in big sunglasses energy. I also treat lipstick like chapstick: a bold lip quickly elevates any look and balances out the shades, so I keep several glosses and lipsticks on hand.
My phone is obviously essential, and I always have headphones. If I can’t find my sunglasses, lipstick, or headphones I get a little panicky. I also keep a notepad and pen in my clutch to jot down ideas, quotes, and to-do lists—because building anything meaningful starts with notes and action.
Quick—if you could only keep one item, which would you choose?
The sunglasses, though I’d also miss my world-domination notebook. But yes—sunglasses.
What’s the craziest thing you’ve found in your purse?
These days my purse often holds brand decks I created for clients and my Work It! Workbook from my Build an Awesome Brand workshop. People ask for casual advice and end up doing a workbook exercise mid-brunch—so my clutch has doubled as a surprise consulting kit. Hey, I keep things interesting.
Do you use the same purse every day or switch it up?
I usually rotate between a purse and a computer bag; both have pouches, so things get bulky. I don’t worry about coordinating my bag to every outfit—mostly I prioritize practicality. When I do want to be playful, I reach for my Studio DIY clutches. They’re my go-to for a fun pop of personality.
You love a fashion statement. How would you describe your style?
My guiding aesthetics are “snobby teen” and “rich old lady chic.” I’m not afraid of faux or anything loud, but day-to-day I keep things simple because I’m often working at my desk or taking walks while on calls. For meetings or when I want to feel sassy, I throw on large earrings. For teaching, speaking, or big party moments, I go all out—gemstones, iridescent pieces, and full theatrical looks.
We’ve seen you do everything from sugar cookies to dance parties to professional workshops. How do you describe what you do?
The Alison Show is about helping people feel awesome and giving them tools to act on that confidence. I want more people doing what they love. Over the years I’ve experimented a lot—blogging for more than a decade, hosting large women-only dance parties, creating craft courses, and now focusing on building brands and careers with meaning.
This year I’ve concentrated on showing people how to build what they’re called to build. I co-host the podcast Awesome with Alison with my husband Eric, and I launched Alison’s Brand School plus an all-day Build an Awesome Brand workshop. Entrepreneurs come from across the country to define their why and clarify their brand. I also work as a corporate brand strategist for multimillion-dollar companies and speak about building businesses and confidence. I still create a few crafty courses, but my main focus is helping people build lives and careers that align with their values.
Outside of work I’m a mom to three kids—ages 7, 4, and 2—and I’m very into my husband and our life together.
When building a brand, what matters most?
Knowing your why is essential. Not a surface-level “to make money,” but a deeper reason that ties your work to real human needs and values. I use psychology and philosophy in brand work to help people uncover those core motivations. When you can connect emotionally and genuinely to the value you offer—even if you make something small like stickers—you create authenticity that resonates.
I’ve worked with a wide variety of clients, from creative entrepreneurs to chili farmers in Mexico. No matter the field, there’s always a way to find an emotional, real connection to the work. If you can’t find that, you should reconsider why you’re investing your time in it.
What advice do you have for women starting a small business or changing careers?
My advice is practical: don’t quit your day job until you’ve built momentum, and then quit before you feel completely ready. I’ve been building my career for over ten years and didn’t make significant money for a long time. Skills and relationships you form in your current job will serve your future goals. Be generous with your time early on—offer work for free to build credibility and experience. I did a lot of unpaid work to prove my methods, and that helped me attract paying clients later.
Start where you are with what you have. There aren’t guaranteed big breaks, and people won’t come begging to make your dreams happen. Create value, gain experience, and when the timing feels right, take the leap. It’s uncomfortable, but necessary if you want real change.
Photos by Heather Mildenstein
Thank you to Alison for sharing her time and wisdom—and for being a steady source of encouragement for entrepreneurs everywhere. Follow her on Instagram to keep up with her creative projects and positivity. Fans should also watch for a giveaway she’s hosting featuring a Fur Clutch, a keychain, and a pin.