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Meet the founder of Melbourne Stationery brand MiGOALS

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MiGOALS Founder, Adam Jelic
MiGOALS Founder, Adam Jelic


Adam Jelic is the founder and managing director of Melbourne based stationery brand MiGOALS. MiGoals started with an idea to design a simple product to help people take their goals from dream to action. We spoke to Adam to find out more about the brand.



Tell us about yourself and your brand – who are you and what sets you apart?

I am the Founder and Managing Director of MiGOALS. I am also married and have two amazing girls, live in Melbourne (Australia) and am passionate about personal development.


MiGOALS is a brand I started in 2010 as a side hustle from my parents’ study. It has grown over the past 10 years and you can now find our products across parts of the globe, inspiring hundreds of thousands of people a year globally.

The brand is all about creating beautiful and functional products that help you change your life for the better. We are on a mission to help millions of people around the world unlock the potential within themselves to dream, plan and take actions towards creating a fulfilled life, based on their values and purpose.

We believe that our diaries, planners, notebooks and journals aren’t just fashionable items but rather companions that become a part of people’s day to day lives. They help them dream big and take daily action on turning their dreams into reality.

What inspired you to create your brand?
MiGOALS started with an idea – to design a simple and beautiful goals diary to help me turn my goals from dreams to reality.


I have been setting goals since I was 16 and it got to a point where I couldn’t find a product in the market that allowed me to set, track and achieve my goals while also staying in control and organized day in day out. As a result I decided to create a goals diary for myself that looked good and had an easy to use format. Once I created and starting using it, I then realized this was a product that could help others set and achieve their goals. Thus, MiGOALS was brought to life.

Can you tell us three interesting facts about the brand?

  1. We used to print all our products locally in Melbourne, Australia for the first 5 years of the business
  2. ‘Mi’ stands for Motivation/Inspiration
  3. The original name for MiGOALS and the first product was the G-LIST which stood for Goals List

Where do you look for product inspiration?
In most cases, as a starting point, I am looking to create products that fulfill my own needs and can help me in my own personal journey.

I realized quite quickly that there are millions of people around the globe that have the same issues/challenges and are looking for tools that will help them do and be better. Creating products that you care about and believe in is so important, and is also the best way to build a successful, global brand.

What’s your design process like?
The design process revolves around sticking to our style, which is quite minimalistic. From a colour perspective, the colours we choose are based on fashion trends and colours that have been popular with our customer base in the past. We also sometimes choose to go with our gut feeling and create something fresh and fun. We then test the market and see what the response is like.

What’s been your biggest highlight thus far?
My biggest highlight has been seeing the impact our products have had on people. The fact that I get to do something I am passionate about, helping people whilst making a living from it, is amazing. Getting emails from customers and helping people live a better life is the ultimate reward and biggest ongoing highlight of building this brand.


What’s next for the brand?
We want to continue our international growth and from a product perspective expand the range and open up new segments/markets. There is plenty on the horizon and we are excited for what’s in store over the next few years. Stay tuned!


Who do retailers need to contact to become a stockist?
European and UK retailers contact:
Rest of the world contact:

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