Alex was introduced to the business by his parents in 2003. He began selling old lots of costume jewellery through online auction sites, and soon became familiar with the fast-paced nature of online retail and the importance of good customer service; he kept this job throughout high school, familiarising himself with smaller pieces of Antique Jewellery, charms and other curiosities, the world of online sales, and all that came with it.
Fast forward 10 years… After graduating from Warwick University, where he majored in Philosophy and minored in Business Management, he went full force with what would later become Butter Lane Antiques. After meeting Monty, Alex’s right hand man, they began building the brand. The rest is history. With a long list of international clients, they ship out hundreds of pieces of Jewellery from their Manchester offices each month. Day-to-day, Alex is active in all aspects of the business and is solely responsible for the buying.
Alex currently lives with his baby pug, Nancy, in Manchester.
Not many people know that Monty is also called Alex, but to save confusion all round he took a new name (inspired by Monty Don from BBC Gardeners’ World, naturally). Monty studied Music Composition at Edinburgh University, before moving to Manchester where he met Alex and fell into Antique Jewellery.
Now responsible for presenting the jewellery online, researching the histories, and the general running of the office. In his spare time Monty enjoys astrophotography and free improvisation, occasionally performing spaced-out future-music to small audiences around the UK.
Butter Lane Antiques was founded by Alex Alfieri, a thirty-year-old dealer assisted by his right hand man, Monty.
Alfieri has been surrounded by the antique trade his whole life with his father being a well known dealer in the trade but the pair decided to take a fresh, new approach to the industry, With this in mind, the duo flipped the trade on its head, breathing new life into the antique jewellery world having found success with their defiant, unorthodox approach to the industry, championing social media as their ultimate tool for success.
The use of Instagram has led Butter Lane to where it is today and helped define its identity. Butter Lane’s sustained strategy of posting high quality imagery of its antique jewellery three times a day has grabbed the attention of thousands, amassing over 100,000 followers and gaining a celebrity client base such as JK Rowling, Bella Thorne and Hilary Swank purchasing off the back of an Instagram discovery.
Butter Lane trades predominantly online but sources acquisitions through the traditional dealing process.
Last year Butter Lane launched its podcast: Dealing, hosted by both Alex and Monty it tells the tale of an unusual and unexpected start up, taking the listener through the highs and lows of the trade. From gaining a huge audience on social media, encountering an armed robbery, selling to celebrities and life saving surgery, the podcast captures it all. Dealing is the first time any jewellery professionals sit down and candidly discuss their trade - giving listeners the opportunity to discover the raw emotions of running such a business, allowing them to join the journey of digitalising a notable traditional industry. The podcast has been featured in the likes of Esquire and The Sunday Telegraph.
If you’d like to book an appointment please contact Monty at firstname.lastname@example.org