Entrepreneurial queen, Alice Armitage

Image Alistair Davis


Tell me a bit about yourself?

A: Ha! Really I’m just a farmer’s daughter, I grew up in the dirt. It explains a lot.

How would you describe your career journey?

A: What career?! I certainly don’t consider myself to be working toward a particular career path.

I think it’s the entrepreneurial way, to consider these things differently. Looking at the projects right in front of you and giving that all you’ve got.

What is Pandaemonium?

A: It’s me. It’s the space I’m crafting to explore the bounds of my work.

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What inspired you to create it?

A: I’ve spent the last five years fighting tooth and nail to work on every kind of weird and wonderful project I could get my hands on and those experiences have been unbeatable. It’s made me a master of many crafts but it also makes for complete and utter chaos. Pandaemonium is all about really stepping into that. I thrive in the chaos and so we’re just going to roll with the madness!

If you could invite two people {living or dead} to dinner, who would they be?

A: Someone else asked me this question recently! My answer remains the same!

Zadie Smith & Muhammad Yunus. Zadie Smith is an Author and her writing is an extraordinary examination and advocacy for the human condition. Her work has taught me so much about people, what drives them and how we all live in the world.

Muhammad Yunus is the founder of Grameen Bank. A micro finance institution, lending to 9 million borrowers and 97% of borrowers being women. Muhammad’s work has enabled the development of micro economies, empowering impoverished women to support their families and communities to overcome poverty.


If I could add one more person it would be Tracee Ellis Ross. She is using her stage to advocate for women’s rights and to combat racism. She is so raw and real but makes it all happen with such elegance and savage style.

You’ve worked on so many different projects. What’s the common thread?

A: People.

Reflecting on your creative skills, what do you think has been your greatest strength?

A: The curation – seeing how all the pieces will come together and being able to work backwards from there. To pull it all together into one tight cohesive knit. It’s how you make meaningful stories come from your work.

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How has your career journey helped you to grow into the confident little powerhouse that you are?

A: The journey has been a total whirlwind and there isn’t much that could be thrown at me now that I couldn’t tackle. I think there is an underlying humility in what my career has taught me so far. Or I’m working toward a stronger sense of humility. To step away from all of the noise and let my work continue to speak for itself and to acknowledge my work is enough.

Tell us about a ‘Eureka’ moment you’ve had about you’re work and where you’re heading.

A: I don’t think they exist. Working through some of the big, scary, life altering questions is a process. It’s an examination of your experiences and how you want them to change. The big answers take time.

What does the next year look like for you?

A: The next year for me is all about working slow and working well and crafting time for my personal projects.

What are your ultimate dreams for the future?

A: I’m hoping my future holds something even more extraordinary than I can even imagine.

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