Our Story

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 Foyles in London, AUST. in Los Angeles and, White Bohemian in Palm Beach, to the internationally known Anthropologie and Barnes & Noble stores. 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.

HANNA AXELSSON SAHLEN (Axel) is a creative soul from Sweden with a mind full of ideas. Usually seen with a camera around her neck she loves photography, design, film, road trips, great stories, yoga, raw food cakes and the surf. Hanna is a TV director and freelances as a cinematographer and editor creating beautiful stories about all walks of life.

ASHLEIGH POWELL (Ash) is a day dreamer, adventurer and always curious. She loves fresh coconuts, fashion, art, photography, music and adores anything vintage. Her biggest passions are writing and travelling this big beautiful world. Aside from Axel & Ash, Ash is currently working on her first novel ‘Katana’.