Alara Fax Alara Fax was the founder of Fax Ventures and a fierce rival of Tyanna Tymb . Biography . Alara was one of only a handful of non - Sullustans to be admitted into the SoroSuub Business Academy , and her future as a wheeler - dealer looked assured until she met Tyanna Tymb . Tyanna considered Alara her primary opponent for the top position of the year and would stop at absolutely nothing to eliminate her legally . At first Tyanna could do nothing to shake Alara no matter how hard she tried . So , instead of her usual means of using tricks and scare tactics , Tyanna befriended Alara in order to learn everything she could . Alara did in fact have one weakness , which Tyanna learned about in her time posing as a friend . No matter how hard she tried , despite the fact that she was better than anyone at negotiating multi - digit deals , Alara simply could not grasp the Sullustan marketing tri - icosahedra theory . With the pretense of helping Alara , Tymb gave her a data card as a study aid . Hidden within this datacard , however , were the answers to the final test . When the final test came around , the hidden programming kicked in and the answers started scrolling across the screen . She was immediately accused of cheating and , with no evidence to prove that Tyanna had set her up and knowing that to say so would look like she was simply trying to shift the blame , Alara accepted the ruling of the Academy and left without her certificate of graduation or any hope of finding employment in the massive SoroSuub Corporation . Despite her weakness in the Sullustan marketing theory , Alara learned much in the Business Academy . In addition to the knowledge she gained in her lessons , she also learned that friendship is the safest place to hide deceit . It was a lesson she would not soon forget , and she became determined to excel beyond anything that Tyanna was capable of achieving . While Tyanna was not naturally outgoing and friendly , Alara was charming and engaging without even trying to be . She chose to use friendship as a tool and weapon , wielding it with grace and expertise that Tyanna could only envy . Because she had a disgrace as significant as being expelled from the SoroSuub Academy on her record , few legitimate corporations would even grant her an interview , let alone hire her into a position of responsibility and authority . Instead , Alara chose to enter into the fringe enterprises , working with people such as Jabba the Hutt , Talon Karrde , Ploovo Two - For - One , and Stridus Darkov who were more than happy to get someone of her caliber in their organizations . Her longest association was in Stridus ' s organization , where she used his trust , friendship , and credits to bankroll her own private endeavors until she had the means to strike out on her own . It was then that she founded Fax Ventures . She owned several successful investments and operations throughout the Outer Rim , and started to gather the resources to expand her influence in a new direction . From the moment she left Sullust , Alara continued to track Tyanna ' s progress . She managed to determine where SoroSuub were going to send Tyanna even before the executives committed decisions to data pads . She determined that the only logical place for someone with Tyanna ' s talents and ambitions were in the field , in a region marginally under SoroSuub control but with much of room for potential expansion . Alara guessed , rightly so , that the place would be the Varada system and so , six months ahead of when Tyanna got the promotion , Alara began to plan her own expansions into the area . Alara also knew that Tyanna would not be able to settle for simply a single system , but would want to expand her influence throughout the entire Varada sector . With that in mind , she began to study the sector ' s seven systems , searching for some credit - making endeavor of galactic proportions to sink her business teeth into . Not only would such an endeavor make her company even more successful , it would also be her first step toward revenge on Tyanna . Luckily , she found just the hidden gold mine she had been looking for in the form of the planet Bestal Three and its nearby Kadal Asteroid Field . Before Tyanna and the SoroSuub Corporation could purchase the trade and resource right to them , Fax Ventures stepped in and bought them . To all outward appearances , Fax Ventures were using Bestal Three to process the Aluminite and Corax Ore mined from the Kadal Asteroid Field . While this was a good cover , and the mining was certainly earning Alara a substantial amount of credits , the real wealth lay in the jungles of Bestal Three . This was the only known location for the Vortal Tree , the crusty seeds of which could be used for medicinal purposes to create even more effective medpacs . Alara started the production of these medpacs in 4 ABY , putting her into direct competition with SoroSuub . She knew that this would hurt Tyanna ' s pride to no end , and was hoping it would even disgrace her in the eyes of her SoroSuub superiors . Personality and traits . Alara was known to keep whatever she attracted , and had a fun - loving cheerful nature which made her a joy to deal with and be around . Where her rival Tyanna Tymb used guile , treachery , and ruthlessness to make and break deals , Alara would simply win people to her side . She was as beautiful as she was competent at her business . She had midnight black hair which highlighted her fair skin and large , dark eyes . The twinkle in her eyes and her infectious smile became the trademark which drew people to her the way a gravity well draws in ships and space debris .