Welcome to Alexa Lily
It all began with one mother’s search for a daily planner that was both functional and beautifully designed—something to help her manage the busy rhythm of life with twin girls. That mother was our founder, Jen, and the planner was The Weekly Edit—the very first Alexa Lily product, and the one that got people talking. Why? Because in a crowded market of diaries and organisers, this one delivered on all fronts: function, quality, and aesthetic appeal.
These three qualities continue to define Alexa Lily. Building on the success of The Weekly Edit, Jen went on to create The Daily Edit and The Monthly Edit, each designed with the same thoughtful balance of practicality and style.
Every Alexa Lily planner is handmade with care and intention, guided by Jen’s distinctive eye for design. Signature features like the detachable ruler, FSC-certified paper, thoughtfully designed covers, curated quotes, and monthly reflections have become hallmarks of the brand and key to its loyal following.
The brand has also seen some exciting evolution. In 2023, Jen and her family relocated from South Africa to Surrey, England, where she continues to lead Alexa Lily alongside her husband and three children—two of whom inspired the brand’s name. With production still proudly based in South Africa, Alexa Lily has grown into an international business with a presence in South Africa, the UK, and across Europe.
That same year, Jen welcomed a new partner to the business—her long-time friend Tori, founder of the cult beauty and lifestyle brand Kiss, Blush & Tell. Based in Johannesburg, Tori brings a deep understanding of the Alexa Lily ethos, making this a natural and exciting partnership.
Now in 2025, Alexa Lily continues to evolve with a refined identity, while remaining grounded in its original mission: to create planners that marry elegance with purpose. The brand also remains committed to collaborating with talented, women-led businesses at every stage of its journey.
Want to get in touch?
hello@alexa-lily.com
