Melbourne-based stationery label MiGOALS was launched 15 years ago in Officeworks with six core SKUs and is now available in a majority of stores nationwide and has sold more than 1.25 million products worldwide.
Global collaborations with leading brands include Apple, Canva, Square, Snapchat, L’Oreal, KX Pilates, F45 and Keep it Cleaner (KIC).
“To see MiGOALS grow internationally has been incredibly satisfying,” says founder Adam Jelic.
“I am in awe of the impact MiGOALS has had on those who have achieved or are working towards their dreams. That has been and always will be our biggest achievement of all.”
Indeed, the goal was never just to create a nice diary.
“I wanted to use my own personal experiences with anxiety and lifebacks to build a system that would help people overcome self-doubt, stay accountable and make real progress towards their dreams.
“We love that we have created a tool that genuinely changes lives. We are helping everyday people find the focus, discipline and confidence they need to work towards their purpose in life. I could never have anticipated that what started as a bunch of scribbled notes and a DIY diary prototype would become recognised as the gold standard in pen-to-paper productivity,” he adds.
With the ethos of giving users the structure and visibility they need to work towards their goals, MiGOALS’ range of signature planners are intuitive, chic, minimalistic and designed for people who want to make things happen.
The brand has recently launched its collection of diaries, notebooks and accessories for 2026 featuring luxuriously crafted, feature-rich yet simply designed products in a versatile range of colours. Each MiGOALS product sports a premium finish complete with sections to help users ascertain their mood, set intentions, review their accomplishments and plan out daily tasks.
“Everyone has dreams and goals, but many never even get to the point where they could make these dreams a reality,” he notes.
“If there’s one thing I learned in my 15 years at MiGOALS, is that you have to commit to doing something every day if you want to make progress. Being able to see where you are going and how far you have come is the catalyst to growth and I believe that we should never stop growing.”
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