the tsf team

Welcome to the Shoe Fairy

When it comes to your long-awaited bikini competition day, your head-to-toe look must be entirely on point. From your hair, to your bikini posing, to your competition heels – it is your goal to “wow” the judges in the best possible way. While it’s your goal to crush the rest of your bikini competition and impress the judges, it is The Shoe Fairy’s goal to provide you with the best competition heels on the market. We understand how difficult it can be to find a competition heel that is comfortable, fits well, and compliments your overall look on stage. To make your selection and shopping process easier than ever, someone from The Shoe Fairy team personally responds to all inquiries, questions, comments and concerns via email. We pride ourselves in our customer service, and respond to all customer inquiries as quickly as possible, as we aim to build a long-lasting relationship with each of our customers.

We have a small, powerful team that works hard behind the scenes to make sure you shine your brightest and feel your best in TSF.

Owner & Founder

"Hi! My name is Alexa! I started this company in 2015 when I was competing in bikini competitions. I noticed there were companies known in the industry for everything but.....the SHOES! And let me tell you one thing, I LOVE shoes so it was a match made in heaven. After diving deep into this business, I started learning more about my customer's needs and wanted to become not only a one stop shop, but a community. I swear we have the best customers in the world! I appreciate each and every person beyond words can explain, which is why our orders (still to this day) get a handwritten note (we've written thousands by now). That’s what sets us apart from other companies. This is not just a business. This is a PASSION that blood, sweat, tears and heart has been poured into. When you shop with the Shoe Fairy, you are supporting people that will support and love you right back."

Order Fulfillment Specialist

Hi everyone! My name is Jenna. I am currently a student at Kean University and am going for my Bachelors in elementary education. I joined The Shoe Fairy in October of 2021 and I have loved every minute of it. You can find me behind the scenese getting all your orders out as fast as possible.

I am so excited to be apart of the #PinkBoxSquad...I love everything pink! My mental and physical health are my top priorities. I am proud to represent our mission alongside my team!

Marketing Manager

"Hey #PinkBoxSquad!

Here’s a little about me!

What are the odds… a Jersey Shore girl with a passion for meal prepping & lifting weights (a.k.a. - the sport of bodybuilding) and a degree in Advertising & Marketing Communications from the Fashion Institute of Technology becoming the Marketing Manager for The Shoe Fairy!


When I’m not behind the scenes writing emails, posting on Instagram, planning new promotions, or working with our fabulous affiliates & sponsored athletes; you can catch me modeling or competing myself!

I believe in hard work. Whether in the gym, holding myself accountable for what I eat, competing, creating content in front of the camera, or at my ‘day job’ (which never truly feels like “work”!)

I encourage each of you to dream big and reach for the moon because no matter what, you’ll always land amongst the stars! Work hard and be a good person and you’ll be successful at whatever you do."

Tom AKA Alexa's Dad!
Inventory Assistant

I have been Happily married to my Amazing Wife Pamela for 40 years. We have 3 wonderful children, Michael, Sean, and of course The Shoe Fairy herself Alexa! We have one beautiful Granddaughter named Victoria and a Grandson due in September!

I was absolutely thrilled when my daughter Alexa had this dream of opening her own business. She asked for my help in which I was so happy to help her fulfill her Dreams & Passions! Thus the Shoe Fairy was born and started in my house. We had boxes of shoes from floor to ceiling in my dining room! I do believe in Karma and it has come back to me in a big way by Alexa and the Shoe Fairy hiring me and affording me the luxury of being able to work from home.

I encourage everyone to follow your dreams and passions and never take no for an answer.  Family is everything and tomorrow is never promised!