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About us

The idea of Axel & Ash was born when a 18-year old eager Swede voyager (Axel) went travelling the world wide and far but never could find the perfect journal to jot down all her memories in. She knew exactly what she wanted in her mind, but the timeless, unique piece she was looking for just didn't exist, so she kept thinking that she was going to craft one herself. Fast forward to a late summers night 8 years later, Axel had been inspired to write down her bucketlist (which you can also find printed on the inside of the 'My Bucketlist' cover) and when sharing it with Ash she realized they both had #13 'start a business' on their list. With the strong love for the art of journaling, burning passion for creativity & design and endless love affair of travels, Axel realized that this was the time to fulfill the dream she'd had for a long time - to start designing chic, inspiring travel & dream journals filled with quirky writing prompts for everyone who wanted to capture their days, thoughts and memories in style! And so design & publishing house 'Axel & Ash' was born, with a mission to share our zest for life by motivating people to be wild, free and chase their dreams. 
We’ve since turned what we live and breathe into designing fun, stylish journals that inspire and provoke curiosity amongst jet-setters and dreamers around the globe. Today, Axel & Ash books are getting picked up by the world’s style-makers and jet-setters from Sydney to London and Paris to Hawaii. Designed with care and purpose, our bestselling ‘Insert YOUR Story’ series offers timeless keepsakes and ultimate gifts for curious minds and globetrotting souls. Our products are now  sold in over 500 of the most respected concept, fashion, home and bookstores across the globe with an extensive list of stockists ranging from small independent stores like the iconic Foyles in London, AUST. in Los Angeles, White Bohemian in Palm Beach, to the internationally renowned Anthropologie, Urban Outfitters and Barnes & Noble stores. 
Designed with care and purpose, every Axel & Ash piece is created to suit people from any walk of life, to capture their stories in style. Favoured by style-makers and jetsetters from Sydney to New York, the ’Insert YOUR story’ series has pride of place in most respected concept, fashion, home and bookstores across the globe ranging from small independent stores like the iconic Foyles in London, AUST. in Los Angeles, White Bohemian in Palm Beach, to the internationally renowned Anthropologie, Urban Outfitters and Barnes & Noble stores. While most journals on the market today are generally bare and repetitive, Axel & Ash journals are standout products for those who want a more unique, personal touch They’ve been carefully designed to capture your days, thoughts and memories in style, and keep all your cherished experiences alive for years to come.
Since Ashleigh left in 2020, the company is now solely run by Axel and an amazing team of creatives around the world creating products and projects for like-minded dreamers.

HANNA AXELSSON SAHLEN, aka. AXEL is a creative soul from Sweden with a mind full of ideas. Usually seen with a camera around her neck she has an obsession for photography, design, film, road trips, great stories, yoga, palm trees, raw food treats and the surf. Known for being an avid story-teller she has always been passionate about creating and sharing beautiful stories about all walks of life. Before becoming a Design House director and publisher, Axel made a career in Film & TV, freelancing as a producer, cinematographer and editor in Perth, before landing her dream job as a TV studio director for SVT, Sweden & ABC, Sydney. It was during her TV-days that the idea for creating books came up and the side-hustle and passion soon grew into a full time business, which has now taken her all over the world and she lights up by the idea that her little babies are now sold and loved by fellow dreamers in over 19 countries around the world!

 

Update 2020.
After co-creating and working on Axel & Ash for 8 years, Ashleigh Powell (Ash) has left. This company would never be what it is without her. Ash is on a journey of starting from scratch after having a severe motor vehicle accident where she almost passed away. Ash would love to keep in contact with you all. You can contact her directly via email on ashleigh@ashleighpowell.com. Ash would like to thank you all for your support throughout the years, she cherished every single person who purchased, talked and helped to create our journals. She will never forget the people she met along the way and the stories that made the journey.