Jenna Axsel
Director of the Creative Academy Group
My Guiding Principle
“How can I approach this with love?”
This is the question I ask myself every single day.
I want to lead with kindness.
I want to create an environment where growth is nurtured, purpose is pursued, and every person feels seen and valued.
For me, that journey—both personally and professionally—begins and ends with love.
I strive to live and lead with intention. I believe it’s not just about what we say or what we do, but how we make others feel that leaves the most lasting impact.
That is the heart behind everything we do at Creative Academy.
The Vision
At Creative Academy, we never apologise for holding high standards. We don’t measure ourselves against others—only against who we were yesterday. While we know there’s no such thing as a perfect school, we believe there is a perfect school for every child—and we strive to be that for the families who choose us.
Our core value is simple but powerful: building trust-based relationships with our children and their families. We live by the mantra: “We treat people the way we want to be treated.” This philosophy is woven into every aspect of our school culture.
Respect is not just expected—it’s lived. Our approach is rooted in the idea of listening to understand, not to respond, and this mindset creates a safe, supportive, and empowering environment for both students and staff.
Creative Academy was born from a burning desire to positively impact our community. What began as one school quickly grew into four. Along this journey, my mission has remained clear: to create a space where children feel safe to be unapologetically themselves.
We cultivate a love for learning, encourage students to push boundaries, and help them discover their unique talents and purpose. We also instil the belief that growth lies outside the comfort zone—because we know that’s where real learning happens.
I’m deeply aware that none of this would be possible without the exceptional team I’ve carefully assembled. The Creative Academy Group is built on the strength of hand-picked educators and staff who share this vision—and who are, quite simply, the best at what they do.
Creative Academy was birthed from my burning passion and desire to positively impact the community around us.
One school quickly turned into four, and over the last few years I have made it my goal to ensure hundreds of children walk through our doors, knowing that we have whole heartedly committed to ensuring that our environment allows for them to be authentically themselves.
The space that we have created, cultivates a love for learning, pushes boundaries, encourages the discovery of their unique talents and purpose as well as helps them to understand that nothing good ever comes from a comfort zone.
I am very mindful of the fact that I am only as good as the team that I have carefully hand selected, ensuring that we have only the best staff working within the Creative Academy Group.
about me
I’m a proud mom of four incredible children—and equally proud to be the “mom” of four thriving schools.
I am goal-driven by nature, and my greatest competition has always been the person I was yesterday. Growth is my constant pursuit.
Creative Academy on Hennie Alberts Street opened its doors on 2 February 2015. Its sibling, the School of Excellence, followed in January 2017. In January 2019, we welcomed our Baby Centre on Jackson Street, and in January 2021, our Preparatory School completed the family.
What fuels my passion is the growth and development of the children we serve. What drives me is an unwavering determination to give them the best possible start in life. And what protects us on this journey is my faith, which anchors every decision and milestone.
Creative Academy is more than a group of schools—it’s a vision brought to life through purpose, perseverance, and people. It is a space where children are seen, heard, and inspired to become the best version of themselves.
Fun Facts
I was born on 7 December, and I’m happily married to my best friend, Carel. My favourite place on earth is the Western Cape—there’s just something about the ocean, mountains, and stillness that feels like home.
I love being active and going to gym, and my ultimate escape is watching a good game of rugby or netball. (And yes, it’s always DECAF for me!) I have a not-so-secret obsession with earrings and lipice—they’re my everyday essentials.
My love language is Words of Affirmation, and I try to speak that language into the lives of the children and staff I work with daily. My favourite colour is turquoise, and I truly believe that chocolate is always the answer!
I’m a visionary at heart—I think in pictures, which is sometimes my greatest gift… and occasionally, my greatest challenge.
