HER STORY ⟡ Alex Morgan
Today, we're meeting Alex Morgan, founder of Chasing Cali Collective!
Why I started:
I’ve always had an entrepreneurial spirit. At six years old, I was weaving potholders and selling them to anyone who’d buy. I was always creating something and thinking of ways to make money. By college, I launched my own clothing line while pursuing a degree in Fashion Design: Product Development at DAAP. Every dream I’ve had, I’ve chased relentlessly. Sure, some took longer than others, and not all turned out as I imagined—but that’s the beauty of dreaming. You don’t have to settle for just one, and trying is never failing.
Failure? I’ve had my share. But I see those moments as lessons, stepping stones to becoming the person I’m meant to be. And while I don’t have all the answers—yes, my anxiety about the future still wakes me up at night—I’ve learned to trust the process.
The idea of Chasing Cali Collective began as I was working on my senior thesis in 2014. Back then, my vision was to create a community-centered space where people truly connected with the makers and providers in their lives—a place that fostered both personal and professional growth. Macy’s even awarded me the Rising Star Award for my work and the business model I developed. But as a broke college graduate with no experience, making it a reality felt impossible.
Over the next decade, I wore many hats: working for big corporate brands, international companies, and small businesses; freelancing as a designer; selling on Etsy; styling for Amazon; and even serving tables. Despite the variety, something was missing—a deeper purpose, a calling I couldn’t ignore. I became a mom and that calling got louder. I wanted to do and BE more not just for me but for my daughters to see that they too can accomplish the impossible.
That calling led my husband and me to combine our skills—my design expertise and his business and construction skills—into Chasing Cali Home Design. We built a life we loved, but we craved something more: a way to create value for our community and meet the unmet needs we saw in our own lives.
Parenthood has been one of our greatest joys, but let’s be real—it’s hard. We wanted a space where parents like us could recharge, pursue their dreams, and feel supported. That’s how Chasing Cali Collective came to life.
The name is inspired by our oldest daughter, Cali. From the moment she was born, my world shifted. She taught me the power of love, resilience, and the drive to create a life worth living—not just for her but for our entire family and community. Chasing Cali Collective is more than a business; it’s a dream born out of years of hard work, determination, and a passion for turning challenges into something beautiful.
What I love about being a business owner:
I thrive on the thrill of turning a simple idea into something extraordinary and watching it come to life. There's nothing more fulfilling than uniting people, sparking their passion, and empowering them to chase their own dreams. I’m driven by the joy of making a positive impact on people’s lives and creating moments of real value. Most of all, I love building a life for my family that fills me with pride and purpose every single day.
On the extra hard days of entrepreneurship is when I have to remind myself of the above. Most days aren’t rainbows and butterflies. It’s a grind and I’d be lying to you if I didn’t mention the fact that I have suffered from having multiple anxiety and panic attacks while building out and now running Chasing Cali Collective. I wish more people talked about the hardships of running businesses. I’ve been told “it’s lonely at the top” when going through extreme stress of running my business but I would love to change that. I’m tired of being lonely and I know other women are too.
Who or what inspires you?
My children are my greatest inspiration, and Chasing Cali Collective is a testament to that. It’s named after my oldest daughter, Cali—my beach-loving girl with a “mermaid hair, don’t care” spirit that embodies joy and freedom. From the moment she was born, my world shifted. Holding her in my arms that first time, I felt a love so profound it changed me forever. I knew I wanted to give her the world and more.
Motherhood hasn’t been without its challenges. Navigating life with three kids while working from home was anything but easy. I faced postpartum depression, anxiety, and even the heartbreak of being let down by extended family. My husband and I weathered tough times together. Through it all, I searched for a space where I could recharge on the hardest days of motherhood—a place where I could work, find a moment of peace, and know my children were happy and cared for. When I couldn’t find it, I realized I had to create it. With my husband’s support and the bold step of investing in our first commercial property, Chasing Cali Collective was born. It’s not just a coffee shop with a spa in it—it’s a dream realized and a haven for moms (dads/caregivers/individuals) like me craving for more authentic connection.
What advice would you give OUR TBB COMMUNITY?
What made the biggest difference for me was surrounding myself with people who genuinely wanted to see me succeed. I pushed myself to step out of my comfort zone and connect with others who shared similar mindsets and goals. As a hardcore introvert with social anxiety, this wasn’t easy—walking into a room full of strangers felt daunting. But taking that leap changed everything.
Putting myself out there gave me the confidence to keep going because I found people who didn’t just inspire me—they became my friends and cheerleaders. The first step is always the hardest, but it’s the one that opens doors you never knew were there. So take it—you never know where it might lead!
What does beauty mean to you?
Beauty, to me, is about living a life that truly makes you feel alive. It’s not just about outward appearances; it’s the radiance that comes from within when you are fully connected to the spirit that resides inside you. It’s in the joy of chasing your dreams, the courage to embrace your authentic self, and the love you pour into the world around you.
Beauty is what happens when you honor who you are at your core. It’s a light that shines through your actions, your words, and your presence. It’s contagious—you glow in a way that inspires others to find their own light and start glowing too.
Not everyone will recognize your glow, and that’s okay. Beauty isn’t about being seen or validated by everyone; it’s about feeling at peace and alive in your own skin. It’s personal, powerful, and uniquely yours. True beauty lies in how you live, how you love, and how you make the world a little brighter just by being you.
Where can our community STAY CONNECTED?
You can follow Chasing Cali Collective on instagram @chasingcali_collective and visit us on our website: www.chasingcali.com . Join our newsletter to get updates about everything we have going on in our coffee bar, spa, movement studio, community events, and playspace!
If you want more behind the scenes of my personal life with my friends and family you can follow me on instagram @chasingcali_life.
What specials do you have for TBB Gals?
Pamper yourself stress-free with our special gift: when you book a spa treatment, enjoy FREE childcare for one child during your appointment! Just mention TBB when making your appointment. Have more little ones? No problem—we’re offering special sibling discounts to make it easier for you to relax.
Not a parent? No worries! Everyone gets 10% off their first service because self-care is for everyone.
Additional Perk:
Referral Bonus: Bring a friend and they’ll get 10% off their first service, plus you’ll earn a $10 credit for your next visit!
Just want time to work while your little one plays? Get 20% off your first childcare session!
Take this as your sign to treat yourself—you’ve earned it!
