The Madame Alexander legacy defines the pursuit of the American Dream, along with the traits that delineate a successful and creative soul. Madame Beatrice Alexander was a successful self-made businesswoman. Born Bertha Alexander in New York, the enterprising young woman borrowed the name Beatrice from Shakespeare’s plays for its more sophisticated and stylish sound. When an advertising executive noted that she looked French, she gleefully added the “Madame” as a nod to fashionable European aristocrats.