Our Story

It Started With A Bucket List. Axel & Ash began between two friends sharing their bucket lists — united by a belief that we only have this one wild, beautiful life, and that we should live it to the absolute fullest. One summer night in Bondi Beach, the two sat sharing dreams, adventures and all the things they hoped to one day do. Somewhere around 2am, they realised one thing sitting on both of their bucket lists was starting a business together. So they looked at each other and said: “Why don’t we just start one? ”And so they did. A few days later, Hanna remembered how during years of travelling and living across four different continents, she had endlessly searched for a beautiful travel journal — something inspiring enough to capture not just itineraries, but the feeling of adventure itself. Everything she found felt repetitive, generic and uninspiring. She dreamt of something more thoughtful — a journal filled with prompts, inspiration and beautiful design that encouraged people to live more boldly and notice the magic along the way. And so, the Wanderlust Journal was born. But while creating it, something unexpected happened. By intentionally writing down dreams, experiences and adventures, they realised they were actually beginning to tick off their own bucket lists. That sparked another idea: What if there was a journal dedicated entirely to dreaming bigger and living more fully? Shortly after launching Wanderlust, they created the Bucketlist Journal. The response was immediate. The journals quickly found a global audience and were soon picked up by iconic retailers including Urban Outfitters in London, Shakespeare & Company in Paris, Anthropologie and beautiful independent stores around the world. What started as a passion project between two friends became the beginning of Axel & Ash — a globally loved keepsake brand designed for every chapter of life.