Alexandra Potts Papers

Alexandra Potts was born as Alexandra Elizabeth Soundstrom in Newark, New Jersey on November 24, 1902. Her parents were Arvid B. Soundstrom and Marquriette Nichols Soundstrom. She married Dr. Hugh E. Potts and together they had one daughter,named Alexandra Elizabeth. Potts intended to pursue a music career as a violinist, but after a taxi accident to her hand she decided to pursue a career in business. Although some dates are conflicted in her writing, her career begins in approximately 1926 working for Thomas B. Lamb as a Design Researcher. Mr. Lamb was an Industrial Artist and Textile Designer. After this she worked as an Office Manager to EugeneSzepesi, who was an Industrial Engineer and Efficiency Expert.

Ms. Potts begins her career in retail in 1930 when she joins Lord and Taylor. During the course of her career she conducts many surveys of consumer’s shopping habits and the first one she did was for Lord and Taylor in 1930 for a Christmas Shop. In 1937, she begins working for Bride’s Magazine as the Director of Merchandising, Research and Promotion. During her time at Lord and Taylor, Potts begins to think about starting her own business. She originally planned on having a partner, Ruth Harrington. It is unclear if the business comes to fruition at this point in time. Potts leaves Brides Magazine to work for Joseph Horne Co. in 1947. The Joseph Horne Co. was a department store in Pittsburgh, Pennsylvania. She was the Director of Research and Public Relations for two years. According to her professional biography, she published and edited The Consumer and You from 1950 to 1952. It reported on the consumers shopping habits and trend reporting for retailers and manufacturers. From 1951 to 1953, Potts begins working at Modern Bride magazine as the Director of Merchandise and Promotion. In 1952, she begins working at Baby Talk magazine as the Director of Merchandising and Promotion. Potts stays with Baby Talk until 1955. The dates of her working at Modern Bride and Baby Talk magazine overlap, but it seems that she worked at both places based on looking at some of her contracts with employers. After working at Baby Talk she goes to work for Harold H. Jaeger in 1956. Harold H. Jaeger was a market development company. While there she did research for the Can Manufacturers Institute, Inc. According to one memo, she might have also worked on the magazine House Beautiful while at Jaeger. She works there for one year. After this Potts seems to concentrate on her own business called “Alexandra Potts Research and Promotion.” She completes many of her consumer studies for Neiman Marcus.

During the course of her career, she became known as the expert in the bridal field. While at Bride’s, she developed bridal business clinics. They taught the retailers how to improve their bridal business and talk about new trends in the bridal market. She also was one the first people in the industry to conduct research on the wedding industry. She accomplished this by taking surveys of consumers across the United States. One of main clients was Neiman Marcus. Neiman Marcus is a department store that has its headquarters in Dallas, Texas. She did bridal consumer surveys for them, but also conducted research on potential new locations for them in the Dallas area and Houston, Texas. As a result of these surveys, Mr. Stanley Marcus would recommend her to others. She likely continued in market research until her retirement.

Potts was on the advisory board for the Laboratory Institute of Merchandising starting in 1944. She also guest lectured at the school from time to time. She was on the advisory board throughout her career and even after she retired. The last known date of her involvement was 1980.