About I AM Club

Welcome to I Am, where we create feel-good, empowering products designed to help children grow in confidence, kindness, and self-belief.

Our collection of positive affirmation cards, inspiring journals, colourful posters, and uplifting stationery is made especially for kids aged 3–11. Whether it’s through our best-selling This Is Me Journal, confidence-boosting I Am Kindness Challenge, or bold affirmation wall art, everything we make supports children’s emotional wellbeing and helps them feel seen, valued, and proud of who they are.

Rooted in kindness and creativity, I Am is here to encourage emotional intelligence, resilience, and joyful self-expression at home, in schools, and everywhere in between. All our products are FSC-approved and made with care, for the planet and your little ones.

Join us in celebrating children and spreading positivity, one powerful message at a time.

Picture of the founder Ellie, brown hair, 37 year old women looking at the camera smiling

Meet the Founder

Ellie is a proud mum with a big passion for bringing more positivity into everyday family life. When she set out to help her own children build confidence, express their feelings, and feel good about who they are, she created I Am Club, starting with vibrant affirmation cards for kids.

What began at her kitchen table has grown into a collection of joyful, confidence-boosting products designed to support emotional wellbeing in children aged 3 to 11. From empowering journals and positive posters to greeting cards that spark kindness, Ellie’s mission is simple: to make it easy (and fun!) for parents and caregivers to raise kind, confident, emotionally aware kids.

Now, she’s sharing that mission with families everywhere, celebrating children’s uniqueness and helping them feel amazing, just as they are.