Alexander ‘Alex’ Proud is a British entrepreneur. In 1998 he founded Proud Gallery, the London photography gallery, which has since grown into the Proud Group with two more galleries, a nightclub and three cabaret venues.

Since 2013, Alex has featured as a returning dealer on the Channel 4 series Four Rooms. He writes a weekly column for the Daily Telegraph and has also written for the London Evening Standard and the Sunday Times. Alex is active in politics, engaging with development proposals local to the Camden community, serving as a vice chairman for Camden Town Unlimited.