About A2 Team

by Rochelle Friedman

Michelle Pauli (Founder, Co-Owner, 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 the 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 it’s first issue in November 2011.  Michelle retains her position as Print Editor and Publisher 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, lots of anti-wrinkle injectables and fillers (but of course…)

Rochelle Friedman (Co-Owner, Sales & Marketing, Digital Editor)


Rochelle studied at the Vega Brand Communications School which fuelled her insatiable curiosity for branding, design, marketing and advertising. In 2009, she found a home in online publishing at Velocity Media (Joburg.co.za, Joburg’s Darling, Cape Town’s Darling) – a world of digital, creativity, sales, marketing, branding and business growth. Rochelle began to work part-time on A2 with Michelle in February 2013 until she left Velocity and took the full-time leap to A2 in July 2014.

She acts differently, thinks differently and tries new things when it comes to online publishing, digital marketing and marketing in general.  Her ideas and views are innovative and key to pushing the boundaries of what’s possible. If she fails? She picks herself up quickly again and tries something else until it works.

How does Rochelle keep the signs of ageing at bay? Well, she’s dabbled in a cosmetic dentistry make-over, anti-wrinkle injectables and dermal fillers, all minimal in order to get the most natural-looking results. Aside from external help – Rochelle tries her best to live a healthy lifestyle with exercise and healthy eating.

In addition to being Business Partners, Michelle and Rochelle have been best friends for years and years. Running this magazine together is a dream come true.
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 coming up with new ideas for A2!