'First Alexandra Rose Day', 21 June 1912, (1933). A group of five women selling rose badges to raise funds for charity, outside the now demolished Hotel Cecil in London. Alexandra Rose Day is a charitable fund-raising event held in the United Kingdom since 1912. It was first launched on the 50th anniversary of the arrival of Queen Alexandra, the consort of King Edward VII, from her native Denmark. From "The Pageant of the Century". [Odhams Press Ltd, 1933]