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About Us

Hobby Journal Outlet is the online retail store for 123 Journal It Publishing, an indie publisher founded in January of 2017 by Shalana Frisby. Her family-run business produces premium quality spiral bound journals for a wide range of hobbies and religious study. She and her family reside in beautiful Sheboygan, Wisconsin, on the shore of Lake Michigan. There Shalana heads up the creative side of their business as designer and writer, while her husband, Stephen, carries out the daily production and shipping. Every journal is made in-house from idea to final product.

Together, they make up a simply run mom and pop style online store at Hobby Journal Outlet. They responsibly source materials primarily from U.S. based companies with all interior page paper made in the U.S.A. They also focus on quality over quantity, putting their personal touch on every spiral bound journal from design to production.



For more info, go to their publishing site at
To shop their journals on Etsy, go to