Who We Are
The Rodriguez Family Vision
Belle Rae LLC was founded in April 2026 by the Rodriguez family in Knoxville. At its core, Belle Rae is a family-owned business development company focused on building long-term value through entrepreneurship, innovation, and community-centered leadership. Our goal is to create sustainable businesses and services that strengthen local communities while establishing a lasting legacy for future generations.
Rooted in faith, integrity, and family values, Belle Rae approaches every venture with a commitment to purposeful growth and responsible leadership. We believe successful businesses should not only generate opportunity but also positively impact the people and communities they serve.
We maintain our beliefs around family and faith through philanthropic efforts supporting Christian communities, outreach programs, and faith-based institutions. In addition, we have appointed executive leadership positions to knowledgeable family members who bring value, experience, and vision to the organization — operating as a balanced team with decades of combined business, client relations, operations, and creative design knowledge.
Through strategic planning, strong leadership, and community engagement, Belle Rae LLC is dedicated to building a foundation that reflects both professional excellence and personal values.
Family-Owned, Faith-Operated
Knoxville, TN - WGS 84
35.9140488°, -84.040118°
Our Founders
Alexander Rodriguez
Alexander oversees the day-to-day operations of Belle Rae. He is also responsible for the company's acquisitions and evaluating the potential investments for the company.
Alexander is passionate about building community and enhancing the local economies he lives in and participates as a consumer in. His goal is to create environments that encourage classic American community values. Build businesses that remind us that the best interactions come from engaging face-to-face.
Alexander is currently enrolled at CIAT, the California Institute of Applied Technology, studying computer science with an emphasis in cybersecurity and physical infrastructure. Accompanying his formal education, he possesses 13 years of customer service experience ranging from mom-and-pop shops to upscale luxury. Having gained perspective at associate, managerial, and owner levels of business.
Founder, Chief Executive Officer, COO
Alyssa Rodriguez
Alyssa is a Pace University, New York-educated marketing major with an emphasis in fashion and graphic design. She spent her college years learning about different variations of marketing concepts and design, printing, art history, and fashion, accompanied by her general education, which included reading, writing, and arithmetic. Notably, Alyssa was a member of the women's fraternal society Phi Mu; she served as Panhellenic Delegate for the Panhellenic Council at the university. She also managed Phi Mu’s social media platforms for the better part of two years.
Alyssa currently is one of two team members who finalize the merchandising sets for Pilot Travel Centers' storefronts nationwide. After two months of intense interviews, she was chosen to join Pilot as a STOR Coordinator. She utilizes her degree and natural artistic skills to thrive in marketing, merchandising, and social media management.
Alyssa is passionate about visual concepts and design for Belle Rae. She personally finalizes all of the company's ad sets and product launches, ensuring brand cohesiveness across all company assets.
Founder, Chief Marrketing Officer, President Our Team
Geneva is currently the Sr. Manager of Business Development for the L'Oréal Group schools division. She partners with beauty schools from the U.S. eastern territories to bring the most cutting-edge technology and education in the beauty industry to the classroom. She helps school owners foster environments where businesses and students can grow into the next generation of industry titans.
Although Geneva would say her greatest role in life is/was becoming a mother. She says, "Being a mom has brought me joy like nothing before or after."
Geneva brings 20 years of small-to-large business development knowledge with detailed skills of logistics, product selection/placement, and brand education. She is our in-house strategist for all things company-wide.
Chief Financial Officer, Vice President Geneva Gonzalez
Ava is currently a student enrolled at California State University San Marcos. She is finishing up her general education courses and will be applying to nursing school in the fall of 2029.
Ava is a bright and ambitious young lady with goals of working as a traveling NICU nurse. While she follows her path to APRN licensing, Belle Rae is pleased to have her as a part of our staff.
In her current role, she assists with all administrative and clerical tasks.
Business Assistant