The Turtle Journal, an Adelaide small business, is encouraging adults to rediscover stickers as creative tools for relaxation and self-expression, tapping into a growing appetite for slow, mindful hobbies.
Stickers once held a special place in everyday life, from filling sticker albums to swapping scratch and sniff designs in the school playground. Somewhere along the way, they were expected to be outgrown.
The brand is championing a refreshingly different approach to crafting, with no rules, no artistic qualifications, and no pressure to create a masterpiece. It's about the simple act of making something because it feels good.
Journaling and the sticker revival
This philosophy has found a home within the growing popularity of journaling. From planners and scrapbooks to junk journals filled with treasured keepsakes, stickers have become an easy way to personalise pages without requiring artistic skill or expensive supplies.
The Turtle Journal's collection embraces a soft, vintage-inspired aesthetic, featuring botanical illustrations, delicate butterflies, muted creams, dusty greens, blush pinks, and floral designs that give journals an elegant, timeless feel.
Accessible creativity for everyone
Founder Rachel brings more than 15 years of planning and crafting experience to the business and has built the brand around the idea that creativity should be accessible to everyone. The aim isn't to create museum-worthy journals but to permit people to enjoy the process without worrying about whether the finished page looks perfect.
That message has resonated with customers, many of whom say the brand reminded them that hobbies don't need to be productive to be worthwhile. For some, it was the encouragement they needed to revisit a pastime they had dismissed as childish years ago.
Community and the analogue movement
Alongside its collection of stickers, washi tape, and paper ephemera, The Turtle Journal has created spaces where paper craft enthusiasts can connect through initiatives such as its Brand Creators Circle and the Travelling Journal Circle, where crafters around Australia swap journals, ideas, and inspiration.
The rise of analogue hobbies has become increasingly noticeable as more people look for ways to switch off from endless scrolling. Journaling, colouring, knitting, and scrapbooking all offer a slower pace that encourages people to spend time creating something with their hands.
Stickers fit naturally into that movement because they're approachable, inexpensive, and instantly rewarding. There is no steep learning curve, no fear of failure, and no expectation that every page should look like it belongs in a gallery.
For those looking to embrace their creative side, The Turtle Journal is currently offering readers 15 per cent off their first sticker purchase using the code STICKER15.