About The A2 Team

by Rochelle Friedman

Michelle Pauli (Print Editor)

Soon after receiving her qualification in journalism, Michelle was introduced to the fascinating world of aesthetics when she landed the position of Media Manager at a niche cosmetic surgery magazine.

When the publication sadly closed its doors in late 2010, Michelle saw a gap in the aesthetics media market when she realised there was no other South African print magazine that was solely dedicated to aesthetics, anti-ageing and cosmetic surgery.

With this in mind, she then decided to launch her own aesthetic magazine in 2011 – and hence, A2 was born and published the first issue in November 2011.

Michelle retains her position as Print Editor at A2, where she passionately compiles each issue with all the latest and exciting aesthetic news. How does she keep the signs of ageing at bay in this ever-stressful industry? Well, anti-wrinkle injectables and fillers (but of course…)


Rochelle Friedman
(Sales & Marketing, Digital Editor)

Rochelle studied at the Vega Brand Communications School which fuelled her curiosity for branding, design, marketing and advertising. In early 2009, she found a home in online publishing and was instrumental in growing the sales and marketing for a number of online publications. Rochelle recalls team meetings to discuss these new things called “Facebook Groups“, “Twitter” and “Pinterest” (lol) and how to use them to further brand presence. How the world has changed since then. Rochelle took the entrepreneurial leap with Michelle and headed up the digital presence of A2. And the rest, as they say, is history…

How does Rochelle keep the signs of ageing at bay? Well, she’s dabbled in cosmetic dentistry and anti-wrinkle injections. She feels strongly about skincare and advocates starting with a good skin regimen at home. Aside from external help – she tries her best to live a healthy lifestyle with consistent exercise, healthy eating and a good night’s rest.

In addition to being Business Partners, Michelle and Rochelle have been best friends for years and years. Running this magazine together has been a dream come true for them.
When seen together they are often referred to as “The Shells“.
When not in the office, you’ll find them catching up with a glass of wine in hand and coming up with new ideas for A2!

A2 Contributors