The venture started in 2012 when the two wanderlusting souls shared their bucket lists together and realised they both had a dream to start a creative business on their list. Sharing a common passion for the art of journaling they decided to start designing chic, inspiring journals filled with quirky writing prompts for everyone who wanted to capture their days, thoughts and memories in style. Today, Axel & Ash’s journals are getting picked up by the world’s style-makers and jet-setters from Sydney to London and Paris to Hawaii. Their books & products have pride of place in the trendiest concept, fashion and book stores all around the globe like the iconic Urban Outfitters stores in Europe, world famous Shakespeare & Co in Paris, Grandpa in Stockholm, Carousel in Bondi and Ahoy Trader in Byron Bay. Whilst spending the days soaking up the sunny Bondi lifestyle Axel & Ash are continuously working on exciting products and projects for free-spirited, stylish dreamers.