I’m Alejandra Betancourt, a Print Designer and Illustrator from the Hudson Valley, New York—hence the "NY" in my name. But most people know me as Lala, a nickname that has traveled with me since I was two, thanks to my younger brother’s early attempts at saying my name. Born in Honduras, I arrived in New York in 1993, just as the “interwebs” were beginning to weave their way into everyday life. When chat rooms and email handles became a thing, I claimed LalaNY—and I’ve held onto it ever since.

Creativity has been my constant. I can still picture myself as a child, sketching by candlelight at the dinner table with my mom and brother, making the most of those electricity-free nights when storms rolled through our city. Growing up in a place where ingenuity was a necessity, I learned early on how to bring ideas to life with my hands—a mindset that still fuels my work today.

Now, I run my own design business, blending storytelling, illustration, and print expertise to create packaging and products that spark imagination. Whether it’s designing for toys, collectibles, or brand identities, I thrive on transforming concepts into tangible, eye-catching realities. My journey has evolved, but at its heart, it’s always been about creativity, connection, and a little bit of magic.