Victor Alexander Co - Victor Alexander

Victor Alexander was born near Gallup, New Mexico in 1906. His early life was spent working on dude ranches and competing in rodeos. After sustaining a career ending rodeo injury in the early 1930s, Alexander married and moved from Cody, Wyoming, to San Francisco with his wife, Harriet Evans. In the Bay Area, he found work with the renowned Visalia Stock Saddle Company under Leland Bergen. In the early 1940s, he left Visalia and moved to the East Bay starting the Victor Alexander Company (1940-1942) with a local rodeo producer named Harry Rowell. Several other Visalia employees joined him including a group of silversmiths who eventually started the Diablo Silver Company. Victor exited the partnership in 1942 and the business became the Rowell Saddle Shop. He worked for several other saddle shops in California before moving to Georgia in the early 1950s where he spent the rest of his career as saddle designer and production manager for the Bona Allen Company. Alexander retired in 1970 when the Tandy Leather Company purchased Bona Allen and he died two years later in Florida.

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