Tell us about your company and role.
I’m Alexandra Fine, CEO and Co-founder of Dame, a sexual wellness company on a mission to close the pleasure gap. We design innovative, high-quality products that enhance intimacy and empower people to explore pleasure on their own terms. My role as CEO involves leading the vision, product development, and strategy to create a more pleasure-positive world while navigating the challenges of building a category-defining brand in a historically stigmatized industry.
How would you describe yourself?
I’m an entrepreneur, designer, and advocate for open, thoughtful conversations about intimacy. I’m not here to push a particular perspective on sex, but I do believe in creating space for people to talk about it in ways that feel right for them. I approach my work with curiosity, problem-solving, and a drive to make pleasure products and education more accessible, without shame or judgment.
Men sometimes call me crazy 🤷♂️ – I think it’s because I’m funny and bold.
What qualities do you think a successful founder needs to have?
Resilience, adaptability, and a willingness to ask questions. Founding a company means constantly facing uncertainty and figuring things out as you go. It helps to have a strong sense of purpose, but also the ability to pivot and refine your ideas. I also think founders need to be good listeners—whether it’s listening to their customers, their team, or their own instincts.
What has been your biggest professional success so far?
Launching Dame and building a brand that has helped reshape how people engage with sexual wellness. A major milestone was winning our case against the MTA (New York’s subway system) after they rejected our ads while allowing similar ones for men’s sexual health. That case wasn’t just about us—it was about pushing for fairer representation and challenging outdated biases.
On a personal level, I feel successful every time someone tells me they love our products. That’s what keeps me going. It is always a joy to know you are bringing others joy.
What causes are you most passionate about?
I care deeply about equity in business—especially when it comes to funding and opportunities for women and nontraditional founders. Access to capital is still a major barrier for many, and I want to see that change.
I’m also passionate about normalizing conversations about sex. Not in a way that pressures people to engage with it in any particular way, but in a way that allows for more open, judgment-free discussions. Whether someone is very engaged with their sexuality or more neutral about it, they should have the information and resources they need to make their own choices.
What do you think is the biggest challenge facing eCommerce brands?
Rising customer acquisition costs and shifting digital landscapes.
What's your favorite loyalty program or subscription offering from an eCommerce brand?
What’s your favorite loyalty program or subscription offering from an eCommerce brand?
I love programs that foster real connection with customers, not just transactional loyalty. Brands like Glossier and Sephora do this well by creating a sense of community. I also appreciate when brands use subscriptions to offer exclusive content or personalized experiences, not just discounts.
For Dame, we’re always thinking about how we can build relationships with our customers in a way that feels meaningful and aligned with our mission.
What do you geek out over?
I geek out over human behavior, design, systems thinking, and the weird little ways everything connects. I love diving into why people do what they do, how products shape experiences, and how culture, psychology, and business intersect.
