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About Us



We're Alex and Tom. Our mission is to provide you with the tools and resources that empower you to keep self-care at the top of your to-do list. Why? So you can design, build and live a life that genuinely fulfils you, without compromising your wellbeing in the process.

It’s not about us, it’s about you. 

We created Saint Belford to remind you that your wellbeing is your most precious asset and making it a #1 priority is the best investment you will make in this lifetime.

We know that you know that but life happens and the first thing that is generally knocked to the bottom of our agenda is our health. 

Guilty? We were too and we've collected a few nasty scars along the way.

We started Saint Belford because I (Alex) couldn’t find a planner that was more than just a to-do list.

Saint Belford Founders Alex Phillips and Tomas Stanford

After burning out and reflecting on what was a very unsustainable lifestyle, I wanted a planner that would help me prioritise my wellbeing over productivity and I couldn’t find it. I needed daily encouragement to put myself first because slowing down didn’t come naturally to me. 

That’s why we reinvented the diary and added over a dozen lifestyle tools that focus on self-care and personal growth. 

Not just for our personal needs, but for each and every one of you who struggle to make time for yourselves —who want to prioritise your wellbeing but don’t have the tools to do so—who need a daily reminder to unplug from the chaos—who want to take charge and feel more in control of your lives. 

We're inviting you to make one simple pledge to yourself: 

Put your mind and body first.

It’s the first step to unleashing the best, most vibrant version of yourself. 

Remember that you hold the power. You are the curator. You have the capacity to change your life, one day at a time. The change begins and ends with you, but know this—our mission isn't complete until yours is. We are in this together.

Curious about what we do when we’re not designing and selling planners?

We create FREE eBooks that help you tackle common hurdles of everyday life. Click here to download your free resources

Every year, we donate a percentage of our profits to Beyond Blue & R U OK? which means your purchase is not only driving change on a personal level, it’s contributing to a greater cause. To learn more about our contributions, click here.

To sum up our first couple of years...

We reinvented the diary and launched our first edition of Curation in October 2017, packaging all 1000 copies from our St Kilda apartment.

With hundreds more diaries donated to Wear For Success and Fitted For Work and $2000 donated to Beyond Blue and R U OK?, it’s safe to say that our first year was filled with more excitement and emotion than we could have ever imagined.

We are incredibly grateful for the support from our first 1000 customers and the beautiful comments we received from Curation users around the world. It gave us the confidence to do it all over again in 2018. 

2018 left us speechless. We were still using our dining table as our packing table and writing handwritten notes for every order we sent out. Let's just say there were nearly 3000 handwritten notes, multiple trips to the post office and $3000 donated to Beyond Blue and R U OK? thanks to our wonderful customers. 

In 2019, we upgraded to an office (spare bedroom) and a warehouse (garage) to send your orders from. Thanks to our incredibly loyal customers, we were able to donate $8500 to Beyond Blue, R U OK? and Bushfire Disaster Appeal. 

In 2020, we extended our collection to include journals, puzzles and self-care t-shirts. In November 2020, we moved into an actual warehouse to fulfil your orders and in December 2020, we welcomed our first little boy into the world. We were able to donate $3000 to Beyond Blue and R U OK? thanks to your support.

In 2021, we welcomed a new team member on board to help assist us in the warehouse. With launch day leaving us speechless, we knew we needed another pair of hands on deck. We also added another planner option to the collection and happily donated another $3000 to Beyond Blue and R U OK? taking our running total to $16,500 since launching in October 2017.