In 1923, with a $1,600 loan, she established the Alexander Doll Company in a one-room studio, employing her sisters and neighbors, a total of 16 people. In the mid-1920s, she entreated her husband to quit his job and become the company manager, threatening him with divorce if he refused. Later that decade, she acquired a $5,000 loan to move the business to a storefront. In 1936, Fortune magazine listed the Alexander Doll Company as one of the top three doll manufactures in the United States; the company would go on to become the largest dollmaker in the country, operating out of several factories and employing 1,500 at its peak. During the 1980s, Alexander Doll Company released more than one million dolls annually.