Podcast
SKALE UP
Hosted by Sophie Seymaux and Julie Kim
The luxury industry podcast by former corporate executives turned entrepreneurs, Sophie Seymaux and Julie Kim. skaleaustralia.substack.com
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Episodes
- The AI Revolution with Michelle Reeves, Founder & CEO of Xillions AIMay 7, 2026 · 18 minIn this episode of Skale Up , hosts Julie Kim and Sophie Seymaux sit down with Michelle Reeves , founder of Xillions AI , a generative AI platform redefining how brands and communities create together. With clients including Disney, Gucci, and KPMG, Michelle has spent her career at the frontier of emerging tech, from e-commerce and social media to blockchain and AI. This conversation explores what it really means to scale a brand in the age of generative AI — and why co-creation, community, and trust are the new competitive advantage. Inside the Episode * Michelle’s career at the intersection of brands and emerging tech — from e-commerce and apps to blockchain, Web3, and now AI * The founding of Xillions AI: how a recurring CMO question of “How do we urgently connect to Gen Z?” sparked a new platform * Co-creation as a business model: turning fan engagement and brand passion into IP-protected content and valuable consumer data * Why Gen Z spend 58 billion hours a year creating digital content — and what brands are missing by not capturing it * The return to physical retail: what does the future of retail look like in an AI age * Balancing opportunity and focus: the paradox of one eye on the microscope, one eye on the telescope * C-suite of the future: why entrepreneurial thinking and constant upskilling are now baseline requirements * AI tools transforming storytelling: how Hollywood-quality content can now be created in a fraction of the time * AI and human creativity: why taste, vision, and creative direction remain irreplaceable — and how AI amplifies, not replaces, experts * Brand strategy in the age of AI-generated content: the nuanced approach from different industries such as Disney, L’Oréal, and Lego * Blockchain as a truth ledger: verifying authenticity, origin, and IP in luxury * The luxury industry’s relationship with technology: why creative integrity must lead, and data should optimise — not drive — brand decisions Why Listen? If you’re a founder, leader, or working across luxury, brand, technology, or retail , this episode offers a rare, practitioner’s view of what AI actually means for brand growth. Michelle brings strategic clarity, hard-won insight, and genuine optimism about what’s possible when brands stop fearing technology and start using it to deepen community. Connect with Us * Instagram: @skale_australia * LinkedIn: linkedin.com/company/skale-australia * Email: info@skaleaustralia.com * Website: <a target="_blank" href="https://www.skaleaustralia
- Data Over Assumptions with Steve Philpotts, MD of Experian Marketing Services ANZApr 14, 2026 · 18 minIn this episode of Skale Up , hosts Julie Kim and Sophie Seymaux sit down with Steve Philpotts , Managing Director of Marketing Services at Experian in Australia and New Zealand. With more than 20 years in data and technology, Steve brings deep expertise in consumer insights, data strategy, and the power of understanding your customer at every level. From debunking long-held assumptions to redefining how luxury brands leverage data for high-stakes decisions, Steve delivers a compelling case for putting customer understanding at the centre of every business strategy — and shares the golden rule of selling that every founder needs to hear. INSIDE THE EPISODE * Steve’s career journey: from telesales in England to leading Experian’s marketing services division in ANZ * How customer feedback sparked a seven-year technology transformation at Experian * Why mastering the role you’re in matters more than chasing the next one * The balance between drive and ambition versus enjoyment and mastery * Why people, culture, and skill sets are the common denominator in scaling success * Best practices in data that the luxury industry can learn from: it’s simpler than you think * How data can debunk myths, strengthen decisions, and give confidence to high-stakes choices like retail footprint * The 56% increase in data science roles in luxury retail and what it signals for the industry * AI and the next frontier: why data quality will determine competitive advantage * Customer profiling as a non-negotiable in meeting today’s personalisation expectations * Steve’s golden rule of sales * The Cartier Panther story — how local consumer insight reshaped a global brand’s investment strategy in Australia WHY LISTEN? Whether you’re a founder, leader, or operator in luxury, retail, or any data-driven industry, this episode offers a masterclass in the power of customer understanding. Steve Philpotts brings two decades of expertise to the question every brand must answer: do you truly know your customer? His insights on data strategy, selling, and the courage to challenge long-held assumptions make this essential listening for anyone looking to scale with precision. CONNECT WITH US * Instagram: @skale_australia * LinkedIn: linkedin.com/company/skale-australia * Email: info@skaleaustralia.com * Website: www.skaleaustralia.com Thank you for listening. If you enjoyed the episode, please subscribe. This is a public epis
- Opportunities Over Strategy with Steve Grace, Co-Founder of the PillarsMar 24, 2026 · 18 minIn this episode of Skale Up, hosts Julie Kim and Sophie Seymaux sit down with Steve Grace, Sydney-based serial entrepreneur, founder of the Nudge Group and co-founder of The Pillars. Steve shares the unfiltered realities of building and scaling multiple businesses, from his early days in London to leading one of Sydney’s most talked-about private members’ clubs. With sharp insights on cashflow, talent, ego, and the relentless pace of change, Steve delivers a masterclass in practical entrepreneurship and asks a few pointed questions of his own. Inside the Episode: * Steve’s entrepreneurial origin story from London to Sydney * How growing up watching his father reinvent himself shaped Steve’s approach to business * The Pillars: from an 80sqm bar idea to a 2,000sqm private members’ club and what the first year has revealed * Listening to customers as the foundation of every business Steve has built * What balance in business really means, and why designing your life matters more than chasing it * The number one piece of advice for scaling: cashflow, every single day * How to recruit and retain talent: the answer may surprise you. * The role of ego in entrepreneurial success and why recognising it is everything * Resilience and mindset: how long you let yourself brood determines how far you go * Intuition vs. data: why most people already know the right answer * AI, recruitment, and the future: why ignoring change is the biggest risk of all * Steve turns the tables: what’s the biggest myth in luxury marketing? WHY LISTEN? Whether you’re a founder, operator, or leader in startups, luxury, or any fast-moving industry, this episode offers a rare blend of hard-won wisdom and refreshing candour. Steve’s perspective on cashflow, community, and conviction is as practical as it is inspiring and his questions for Julie and Sophie make for one of the most dynamic conversations yet. CONNECT WITH US * Instagram: @skale_australia * LinkedIn: linkedin.com/company/skale-australia * Email: info@skaleaustralia.com * Website: www.skaleaustralia.com This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit skaleaustralia.substack.com
- From Corporate to Founders: What No One Tells You About Running a BusinessMar 10, 2026 · 16 minIn this special mid-season episode of Skale Up , hosts Julie Kim and Sophie Seymaux step away from the guest format for an honest one-on-one conversation about what it’s really been like to build Skale (their luxury business consultancy) from the ground up. Less than a year in, they reflect on their biggest learnings, the highs and lows of entrepreneurship, standout moments from the season’s guests, and what’s coming next. Inside the Episode * A business update from SKALE: clients, new projects, and the exciting expansion of the business launching soon * From Cartier directors to founders: what the first eight months of running a boutique luxury consultancy actually looks like * Sophie’s biggest learning: the surprising confidence and resilience she discovered in herself as a business owner * The art of sales: why selling your services is a craft, and how their approach has evolved dramatically * Julie on the highs and lows of entrepreneurship: navigating wins and failures in the same hour * Why “fail fast” is more than a motto and how setbacks have quietly become blessings in disguise * Reflecting on this season’s all-women guest lineup and what’s coming in the second half * Julie and Sophie both answer a major question featured in every episode of season 2: If you could give one piece of advice on how to scale a business, what would it be? Why Listen? Whether you’re a founder, aspiring entrepreneur, or simply curious about what it takes to build a business from scratch, this episode is refreshingly honest. Julie and Sophie give a glimpse inside building a service-based business: from landing clients and navigating sales to embracing failure and thinking long-term. A must-listen for anyone building something of their own. Connect with Us * Instagram: @skale_australia * LinkedIn: https://www.linkedin.com/company/skale-australia/ * Email: info@skaleaustralia.com * Website: www.skaleaustralia.com This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit skaleaustralia.substack.com
- The Quiet Rebellion with Amber Keating, Founder & Creative Director of Common HoursFeb 17, 2026 · 17 minIn this episode of Skale Up, hosts Julie Kim and Sophie Seymaux sit down with Amber Keating, Founder and Creative Director of Common Hours . Launching Common Hours as a purely personal creative outlet, Amber has quietly built one of Australia’s most distinctive and coveted independent fashion labels. Known for its avant-garde aesthetic, intimate studio experience, and deeply personal design philosophy, Common Hours has cultivated a cult following by refusing to follow the crowd. And Amber wouldn’t have it any other way. Inside the Episode: * Amber’s path to founding Common Hours, its beginnings and how it organically grew * The power of ignoring industry norms: how staying in her own “silo” became Amber’s greatest competitive advantage * Rethinking balance: why “imperative fun” matters more than work-life equilibrium * A different approach to fashion: scarcity, surprise, and refusing to be status-driven * Where Amber gets her greatest inspiration for Common Hours garments * How Common Hours builds community and developed a cult-following * What’s next for the Australian fashion house? The answer may surprise you. * The shared values of risk-taking and a candid conversation between Amber and the hosts about their next dangerous acts. Why Listen? If you’re a founder, creative, or leader in fashion, luxury, or the arts, this episode is a rare, honest look at what it takes to build something truly original. Amber’s story is a masterclass in trusting your instincts, valuing craft over commerce, and finding the courage to be different. Whether you’re scaling a business or simply searching for permission to do things differently, this conversation will leave you inspired and maybe a little more willing to take the risk. Connect with Us Instagram: @skale_australia LinkedIn: https://www.linkedin.com/company/skale-australia/ Email: info@skaleaustralia.com Website: www.skaleaustralia.com This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit skaleaustralia.substack.com
- The Power of Niche with Jess Blanch, Publisher & Editor-in-Chief of RUSSH MagazineFeb 3, 2026 · 17 minIn this episode of Skale Up , hosts Julie Kim and Sophie Seymaux sit down with Jess Blanch , Publisher and Editor-in-Chief of RUSSH Magazine , to explore what it really means to scale a creative business with intention. From growing up in a small country town to leading one of Australia’s most globally respected independent media titles, Jess shares how mission-led growth, community trust, and cultural relevance have shaped RUSSH over more than a decade. Known for celebrating creativity over celebrity, RUSSH has carved out a powerful niche (and scale) by staying deeply connected to its audience, partners, and purpose Inside the Episode * Jess’s unconventional journey into fashion, media, and luxury (and why it still surprises her) * How growing up regional shaped her long-term approach to business and sustainability * Why listening deeply to readers and creative communities has guided RUSSH’s evolution * Rethinking “balance” in business: embracing ebbs, flows, and personal resilience * Why meaningful scale matters more than rapid growth or external expectations * The power of niche: how RUSSH retained its creative focus while expanding reach * RUSSH’s distinctive stance on celebrity. And why artists, not fame, lead the conversation * How data and intuition work together in a modern publishing business * Driving conversion through trust, storytelling, events, and community-led partnerships * The Literary Showcase initiative and championing under-recognised Australian writers * What’s next for RUSSH: expanding beyond media, growing global communities, and scaling with intention Why Listen? If you’re a founder, leader, or working in media, fashion, luxury, or culture , this episode offers a thoughtful perspective on scaling without losing soul. Jess’s approach shows how clarity of mission, respect for community, and creative conviction can unlock sustainable growth, even in a fast-changing landscape. Connect with Us Instagram: @skale_australia LinkedIn: https://www.linkedin.com/company/skale-australia/ Email: info@skaleaustralia.com Website: www.skaleaustralia.com This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit skaleaustralia.substack.com
- Performance Over Hype with Jessica Bronzino, General Manager of Make Up For EverJan 20, 2026 · 16 minIn this episode of Skale Up , Australia’s luxury business experts Julie Kim and Sophie Seymaux sit down with Jessica Bronzino, General Manager of Make Up For Ever, to explore what it takes to scale a beauty business in Australia today. With over 15 years in luxury, including senior roles at Christian Dior within LVMH, Jess shares insights on leadership, data-led decision-making, product performance, talent strategy, and the shifting dynamics redefining beauty and luxury in 2026. Inside the Episode: * From heritage luxury to creative-led brands, how Jess transitioned from Dior at LVMH to leading Make Up For Ever in Australia * Why Make Up For Ever prioritises performance over speed, and how its global pro-artist collective builds credibility * The hidden risks of regional assortment decisions, and why Australian consumers require truly local strategy * What balance really looks like in senior leadership, productivity, wellness, and focusing on high-impact decisions * Why “hire slow, fire fast” protects culture and growth, particularly in executive teams * How data, authenticity, and AI are reshaping beauty, luxury, and go-to-market strategies for 2026 Why Listen? If you are a founder, leader, or operator in beauty, luxury, or retail, this episode offers a clear-eyed perspective on how to scale with intention. Jess Bronzino shares practical leadership lessons from inside global beauty organisations, blending discipline, creativity, and data to navigate growth in an increasingly complex market. About Skale Up Skale Up is hosted by Sydney-based luxury business experts Julie Kim and Sophie Seymaux . Each episode brings together leaders from luxury, beauty, fashion, and beyond to unpack what it really takes to build, grow, and scale brands in Australia. Connect with Us Instagram: @skale_australia LinkedIn: https://www.linkedin.com/company/skale-australia/ Email: info@skaleaustralia.com Website: www.skaleaustralia.com This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit skaleaustralia.substack.com
- Strategy & Storytelling with Liz Walker, Founder of Doyen PRJan 6, 2026 · 11 minIn this Season 2 episode of Skale Up , hosts Julie Kim and Sophie Seymaux sit down with Liz Walker , Founder of Doyen PR , to unpack what it truly means to scale with intention in today’s fast-moving luxury and lifestyle landscape. With over 20 years of experience working across global powerhouses including Gucci and heritage Maisons under the Richemont portfolio, Liz brings a rare blend of strategic discipline and creative intuition. From advising brands with centuries of craftsmanship to building her own boutique communications agency in Australia, Liz shares the frameworks, mindset shifts, and personal practices that underpin sustainable growth. Inside the episode: * What working across radically different brands — from hand-crafted Purdey shotguns to global luxury fashion — taught her about strategic clarity * Why every decision must ladder back to qualitative and quantitative objectives * How listening closely to clients reshaped Doyen PR’s service model into a more cohesive, education-led approach * The importance of a clear “North Star” in cutting through fragmented marketing tactics * What balance really looks like in the PR industry — and why protecting personal energy is non-negotiable * Why brands must resist clickbait culture and stay anchored in authenticity * Liz’s advice for founders: scale with intention, define your USP, and don’t build alone * The next frontier for Doyen PR, including international expansion across the UK, US, and Middle East * A candid discussion on storytelling: emotional connection, clarity of message, and deeply understanding your audience Why Listen? If you’re a founder, leader, or working in luxury, lifestyle, or brand communications, this episode offers a grounded and strategic lens on scaling with intention. Liz’s insights cut through industry hype, reminding us that sustainable growth starts with clarity and authenticity. Connect with us: Instagram: @skale_australia LinkedIn: https://www.linkedin.com/company/skale-australia/ Email: info@skaleaustralia.com Website: www.skaleaustralia.com This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit skaleaustralia.substack.com
- Inside the Art World with Viola Raikhel, Global Arts Industry LeaderDec 22, 2025 · 16 minIn this episode of Skale Up , hosts Julie Kim and Sophie Seymaux sit down with Viola Raikhel , one of the most influential figures in the global arts and culture ecosystem. Viola is a leading international arts executive, curator, and strategic advisor to private banks, governments, family offices, and luxury brands. She is also the author of two published books, Iran Modern: The Forgotten Collection and Spies Like Us: Her License to Kill and Arts Editor at T Magazine Australia . In this conversation, we explore how the art world intersects with finance, luxury, and long-term value creation and the realities of scaling in an unregulated, passion-led industry. Inside the Episode * From law to the arts: how Viola forged an unconventional global career * Founding 1858 and building an independent, impartial art advisory business working with private banks, family offices, and global collectors * Why the art world remains unregulated — and why that matters * Art as an alternative asset class alongside traditional investments * Why the same due diligence applied to finance should apply to art * Balancing passion, emotion, and strategy when acquiring artworks * Under-promise, over-deliver: building trust through transparency and communication * The importance of relationships, reputation, and long-term value * Why collaboration and connection are central to scaling impact * AI, crypto, and digital tools: curiosity, not disruption (yet) * Educating the next generation of collectors and investors * Arts and culture as a powerful soft power tool for governments * Scaling from advising individuals and brands to shaping cities, countries, and cultural ecosystems Why Listen? If you’re a founder, leader, or working across luxury, arts, culture, finance, or retail , this episode offers a rare look inside the business of art and alternative assets. Viola shares how to scale a passion-led business with rigour, integrity, and long-term thinking: blending strategy, relationships, and cultural insight for anyone navigating growth in complex, unregulated markets. Connect with Us * Instagram: @skale_australia * Linked in: https://www.linkedin.com/company/skale-australia/ * Email us: info@skaleaustralia.com * Website : <a target="_blank" href="https://www.skaleaus
- Scaling with Shamini Rajarethnam, CEO of RATIONALE: Focus & Unreasonable HospitalityNov 18, 2025 · 16 minIn this episode of Skale Up , Sydney-based Luxury Business Experts Julie Kim and Sophie Seymaux sit down with Shamini Rajarethnam , the powerhouse CEO behind Australia’s cult luxury skincare brand RATIONALE . From starting on the shop floor to leading a global business, Shamini shares the realities of leadership, scaling with discipline, and building a brand that endures in an industry obsessed with “what’s new.” Inside the Episode * How Shamini grew RATIONALE from a team of 7 to 170+ * Why focus—not expansion—is the key to scaling a luxury business * The most underrated growth strategy? Knowing when to pull back and rebuild your foundations before scaling again * The fine balance between listening to customers and leading with vision * Why RATIONALE brought manufacturing in-house (and what it unlocked) * The power of unreasonable hospitality and small gestures in luxury retail * Stripping back KPIs so teams can focus on true client care * What “balance” really means as a CEO and mother of three * The next frontier for RATIONALE: returning to the brand’s scientific and experiential roots Why Listen? If you’re a founder, leader, or working in beauty, luxury, or retail, this episode offers an unfiltered look at how to scale with intention. Shamini’s approach blends discipline, humanity, and bold decision-making—essential listening for anyone navigating growth. Connect with Us * Instagram: @skale_australia * Linked in: https://www.linkedin.com/company/skale-australia/ * Email us: info@skaleaustralia.com * Website : www.skaleaustralia.com This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit skaleaustralia.substack.com
- Season Finale: Luxury, Entrepreneurship and What's NextSep 23, 2025 · 23 minIt’s the end of Season 1 of Skale Up (we can’t believe it either). In this special finale, your hosts, Sydney-based luxury business experts Julie Kim and Sophie Seymaux, put each other in the hot seat with a series of surprise questions about luxury, entrepreneurship, and what it takes to grow a business in Australia. Expect candid reflections, a few confessions, and some unexpected answers as we cover: * Misconceptions about the Australian luxury market * Balancing exclusivity with accessibility in brand strategy * Which international luxury brands get it right in Australia * Redefining success and navigating self-doubt as entrepreneurs * Balancing motherhood, ambition, and the juggle of modern life * The power of partnership and what we’re most proud of this season * Our biggest sources of inspiration (and industry “girl crushes”) This episode is all about honesty, growth, and celebrating the journey so far. It’s been a season of insights, vulnerability, and building community in the luxury business space—and this finale brings it all together. We’re taking a short 8-week break, but we’ll be back for Season 2 with even more stories, guests, and fresh perspectives on scaling in the luxury industry. We can’t wait to show you what we have in store for the next season. In the meantime, connect with us to stay in the know! * Instagram: @skale_australia * Linked in: https://www.linkedin.com/company/skale-australia/ * Email us: info@skaleaustralia.com * Website : www.skaleaustralia.com * Sign up for our monthly newsletters : https://www.skaleaustralia.com/news Thanks for listening! If you have enjoyed the podcast, please subscribe! This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit skaleaustralia.substack.com
- Is Wellness the New Luxury?Sep 9, 2025 · 21 minIn this episode of Skale Up , Sydney-based luxury business experts Julie Kim and Sophie Seymaux explore the undercover luxury leader in the Australian market: the wellness industry. From the integration of wellness into everyday Australian culture to the rise of wellness real estate, luxury retreats, and lifestyle experiences, they unpack why investing in yourself is now the truest form of luxury. Inside the episode: * How Australia ranks globally in the wellness economy and the sectors driving its growth. * The concept of wellness real estate and how luxury homes are incorporating health-focused amenities. * Why time and health are the ultimate forms of luxury today. * How high-net-worth individuals are investing in personal wellness regimens. * Examples of luxury brands embracing wellness experiences, from Chanel to Cartier and Hermès. * Hot take of the week: Career Minimalism led by Gen Z – how the younger generation is redefining what it means to follow your passion. Resources & Mentions: * Global Wellness Institute Report on Australia’s wellness economy * Saint Haven, Melbourne * Slow House, Bondi * Capella Hotel, Sydney * Brian Johnson, prominent bio-hacker * Sweat (fitness app) * Insight Timer (meditation app) * Luxury brand wellness activations: Range Rover, Chanel, Cartier, Hermès Why Listen? Whether you’re a wellness enthusiast, a luxury business professional, or just curious about how culture shapes lifestyle, this episode shows why feeling good is the ultimate status symbol. From exclusive wellness clubs to retreats and next-level lifestyle trends, this conversation will leave you rethinking how you invest in yourself and your well-being. Connect with Us: * Instagram: @skale_australia * Linked in: https://www.linkedin.com/company/skale-australia/ * Email us: info@skaleaustralia.com * Website : www.skaleaustralia.com This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit skaleaustralia.substack.com
- The Intersection of Art & LuxuryAug 26, 2025 · 22 minIn this episode of Skale Up , we dive into the fascinating relationship between art and luxury . These two worlds that have always been intertwined but are becoming increasingly connected today. From heritage houses commissioning world-renowned artists to contemporary brands collaborating with graffiti and pop culture icons, the conversation explores how creativity, culture, and commerce intersect in meaningful (and sometimes controversial) ways. Inside the Episode * Why luxury itself is an art form , from craftsmanship to store design * How luxury conglomerates like LVMH and Cartier support artists and cultural institutions * The importance of First Nations collaborations in Australia—and why sensitivity and authenticity matter * Highlights from Chanel’s landmark exhibition at NGV , and why their recent donation of an archival dress cements the Maison’s place in Australia’s cultural landscape * Why Coach’s revival is worth celebrating, with bold partnerships from Basquiat to Disney * The role of art exhibitions in reframing luxury heritage for the public Hot Take of the Week: What are the most iconic artist-brand partnerships? * Louis Vuitton x Takashi Murakami * Louis Vuitton x Yayoi Kusama * Yves Saint Laurent x Mondrian * Schiaparelli x Salvador Dalí Why Listen? Whether you’re in fashion, art, or simply curious about culture, this episode shows how luxury brands are shaping identity and legacy through their artistic choices. Hear why art remains at the heart of meaningful brand storytelling. Connect with Us: * Instagram: @skale_australia * Linked in: https://www.linkedin.com/company/skale-australia/ * Email us: info@skaleaustralia.com * Website : www.skaleaustralia.com Thank you for listening! Subscribe to hear more from SKALE. This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit skaleaustralia.substack.com
- AI & Luxury: Storytelling, Strategy & StyleAug 12, 2025 · 24 minAI is shaking up every industry — and luxury is no exception. In this episode of Skale Up , we dive deep into how artificial intelligence is transforming the luxury sector. From predictive analytics and personalised experiences to AI-generated campaigns and the controversial use of virtual models, we explore where technology enhances creativity — and where it risks diluting authenticity. You’ll hear real-world examples of AI in action, from Gucci collaborations with AI creatives to e-commerce’s virtual try-ons, plus the backlash some brands have faced when misusing AI. We also unpack the cultural nuances between opportunistic marketing and staying true to brand values, and why the human touch remains the ultimate luxury. Inside the episode: * How AI can free up creative teams to focus on storytelling and craftsmanship * Why predictive analytics is a game-changer for client experience in luxury retail * The difference between AI campaigns that inspire and those that alienate customers * The role of cultural attitudes in shaping AI adoption strategies * Future trends: from realistic virtual try-ons to AI-powered authentication of luxury goods Links & Resources Mentioned: (ADD PHOTOS) * David Klingbeil — Founder, Submarine AI * Sybil de Saint Louvent — AI Creative Director: @saintlouvent_ * Maison Meta campaign for Moncler * AI tools: Midjourney, Runway ML, and Perplexity Connect with Us: * Instagram: @skale_australia * Linked in: https://www.linkedin.com/company/skale-australia/ * Email us: info@skaleaustralia.com * Website : www.skaleaustralia.com This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit skaleaustralia.substack.com
- The Rise of Dupe Culture & Luxury’s ResponseJul 29, 2025 · 21 minIn this episode of Skale Up , we dive into the world of dupe culture . Unpacking its rise, implications for luxury brands, and how some labels are cleverly navigating the blurred lines between authenticity and imitation. From Zara’s runway-inspired racks to beauty brands like MCo Beauty mimicking cult favourites, we explore the fine line between inspiration and infringement. The conversation spans consumer behaviour, legal grey areas, and how visibility into manufacturing has shifted the power dynamic. We also touch on how luxury brands are responding, from Bottega Veneta’s fine jewellery launch to Olaplex’s cheeky “OlaDupe” campaign . Plus, a hot take on how sporting events are becoming luxury’s next big stage : from Louis Vuitton at the F1 to Kith x Wilson and the evolution of brand ambassadors with real talent, not just aesthetic appeal. Inside the episode * Dupe vs. Counterfeit: What’s the difference and why both are thriving. * Consumer Savviness: Why shoppers are turning to dupes even if they can afford the original. * Luxury’s Credibility Crisis: Transparency in manufacturing has created new challenges for prestige pricing. * Brand Strategy: How brands like Olaplex and Bottega Veneta are cleverly embracing or responding to being duped. * Legal Limits: Lululemon’s lawsuit against Costco and why it might backfire. * Craftsmanship vs. Marketing: The value of storytelling and quality in preserving brand equity. Hot Take of the Week * Sports x Luxury: From Wimbledon to F1, why high-end brands are investing in sporting events as lifestyle and community-building platforms. Connect with Us: * Instagram: @skale_australia * Linked in: https://www.linkedin.com/company/skale-australia/ * Email us: info@skaleaustralia.com * Website : www.skaleaustralia.com Thank you for listening! If you enjoyed the podcast, please subscribe. This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit skaleaustralia.substack.com
- The realities of building a businessJul 15, 2025 · 29 minThis week on Skale Up , we pull back the curtain on what it's really like to leave behind a corporate career and start a business from the ground up. Reporting from Bali and Sydney, this episode is a real and honest reflection on entrepreneurship, personal transformation, and the power of meaningful partnerships. Expect candid insights, vulnerable truths, and a few laughs—plus a sharp “hot take” on the shifting luxury landscape (spoiler: jewellery is winning over leather goods right now). Inside the episode: * The real story of their launch journey (and how they’re tracking just six weeks in) * What it actually feels like to be your own boss * Learning to let go of hustle culture and embrace a new rhythm * Why being business partners has been a game-changer for both of us * A peek into what it’s like to work remotely from Bali with kids in tow * Trusting the process when nothing feels certain * The unexpected emotional weight (and freedom) of entrepreneurship * Why support networks matter more than ever * Creative jewellery making waves in the industry: Nadine Ghosn Hot Take of the Week Luxury is softening, but not for everyone. With leather goods down and jewellery on the rise, we break down why consumers are leaning into jewellery purchases. And yes, we do talk about the $17K Chanel bag... Connect with Us: * Instagram: @skale_australia * Linked in: https://www.linkedin.com/company/skale-australia/ * Email us: info@skaleaustralia.com * Website: www.skaleaustralia.com Thanks for listening! If you enjoyed the episode, please subscribe. This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit skaleaustralia.substack.com
- Brand Activations & Experiences: Who’s Doing It Right?Jul 1, 2025 · 27 minIn this episode, Sydney-based luxury consultants Julie Kim and Sophie Seymaux dive deep into the evolving world of brand activations and experiential marketing. From European summer pop-ups to immersive cultural experiences, they explore what’s working, what’s tired, and what’s next for luxury brands looking to make a meaningful impact. Inside the episode: * European summer activations: beach clubs, villas, and the “Euro-riviera” effect * Miu Miu’s Summer Reads – why subtle, lifestyle integrations win * Pop-ups as commercial testing grounds: Coach’s Tabby takeover * Post show note: The pop up was equally experiential as it was commercial. Coach did an impressive Tik Tok campaign to drive traffic (we are clearly not the target demographic). This is a great example of how online drives to offline. We just wish they opened up the targeting to us 30-somethings! * What brand can get wrong: lack of 360 campaigns and missed conversion opportunities * Nike After Dark and Lacoste in Bali – two examples of community-led vs. buzz-led activations * Louis Vuitton’s boat boutique in Shanghai – when scale meets spectacle * Beauty brand Ouai dry cleaner pop-up * Product-led hype through scarcity strategies * The Sydney pop-up gap – where brands can make a local impact * The underwhelming Loewe x Fouquet’s activation — Instagram vs reality * Why authenticity, audience loyalty, and seamless omni-channel planning matter now more than ever * Industry hot take of the week: Anna Wintour steps down (sort of) – is it time for new fashion leadership? Overview of key activations mentioned: @skale_australia Resources & Mentions: YSL villa in Marrakech: @sail Gabrielle “Coco” Chanel’s villa, La Pausa: @wwd * Miu Miu Summer Reads: @miumiu Nike After Dark World Tour in Sydney: @bythewhiteline Lacoste hotel Bali: @neurgasm The Louis Boat in Shanghai: @indulge.global Louis Vuitton hoarding in NYC: @dezeen Ouai dry cleaners pop up in NYC: @theouai Miu Miu’s Tales and Tellers experience at Art Basel in Paris: @miumiu Coach Tabby Sydney activation: <a target="_blank" href="https://www.tik
- Gen Z & Luxury: Redefining the Future of the IndustryJun 17, 2025 · 25 minIn this episode, we dive into one of the most pivotal shifts in the luxury industry: the rise of Gen Z as a cultural and consumer powerhouse. From their sustainability values to the irony of fast fashion, from their craving for authenticity to their growing digital fatigue, Gen Z is transforming the way luxury brands operate and communicate. A glimpse inside: * Who is Gen Z and why they matter to luxury brands * The “attitude-behaviour gap” between values and actual purchase patterns * Sustainability and the rise of vintage and second-hand shopping * How Gen Z is changing marketing tone — from polished to quirky and real * Influence beyond buying power: Gen Z’s cultural ripple effect * The loneliness epidemic and the need for brands to foster community * Shifts in alcohol consumption and sober-curious trends * Nostalgia and tactile media in a world where AI is accelerating every day Industry Hot Take of the Week: We cover France’s new law targeting ultra-fast fashion and what it signals for the future of sustainability in luxury. New Episodes Every Fortnight Catch us every other Wednesday for your next luxury industry deep dive. Follow us for real-time industry news and trends * IG: @skale_australia * Linked in here . Thank you for listening! If you enjoyed the podcast, please subscribe. This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit skaleaustralia.substack.com
- How to get buy-in for creative or risky ideasJun 3, 2025 · 24 minIn today’s episode, we talk all about obtaining buy-in with a topic submission from Tara Milton, Vice President of Media at Heartbeat. She shares “One of the biggest things is getting clients to try risky things. How can we make them feel confident to take risks so they stand out amongst their direct competitors but also all the other noise people are exposed to on a daily basis.” We talk about our approach to getting buy-in whether inside corporate or a consulting firm/agency point of view including how to make a strong case, ensuring the creative idea on brand, identifying allies who can support you and how we navigate key stakeholders throughout the process. This week’s industry hot take discusses the new Bottega Veneta campaign “Craft is our language.” You can see the campaign here . Tune in to find out our take on Bottega’s strategic approach to this campaign. If you have a topic that you would like for us to discuss, DM us or email info@skaleaustralia.com. We would love to hear from you. Follow us on Instagram @skale_australia Follow us on Linked in here . Thank you for listening! If you enjoyed the podcast, please subscribe. This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit skaleaustralia.substack.com
- Introducing SKALE, Australia's First Luxury Business Consulting FirmMay 27, 2025 · 25 minIn this episode, we are thrilled to announce the launch of SKALE Australia. At SKALE, we aim to bring a fresh perspective to brand growth strategies in the Australian market. We want to empower luxury brands through bespoke strategies that combine deep market insights with creative and strategic vision. During the conversation, we dive into what we offer, why we started it and the need we see in this market. We also start a short segment called industry hot takes where we will have a quick commentary on a topic we are seeing in the world of luxury - this week we talk about the Great Luxury Reset as seen in the Business of Fashion. We share a glimpse into the realities of launching a company - what it is like to be an entrepreneur starting a new business and how it is different from our corporate lives. Tune in and reach out with any topics you would like for us to discuss! Follow us on Instagram @skale_australia Follow us on Linked in here . Thank you for listening! If you enjoyed the podcast, please subscribe. This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit skaleaustralia.substack.com
- WE QUIT OUR EXECUTIVE JOBS IN THE LUXURY INDUSTRY!May 20, 2025 · 19 minIn the latest episode of SKALE UP, we tell all about leaving our executive positions at an international luxury powerhouse. We talk about why we came to this decision to leave corporate life and how we navigated the process. When leaving behind a career that you love, there is excitement, doubt, grieving, and everything in between. It’s not an easy decision for anyone to make and we wonder for those who are listening, who can relate? Here is to taking leaps of faith! Tune in every Wednesday to follow along on our entrepreneurial journey. Follow us on Instagram @skale_australia for real time updates! Thanks for listening! If you liked this podcast, please share it with a friend or a colleague who may be interested. This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit skaleaustralia.substack.com
- Meet Sophie Seymaux & Julie Kim, Australia's Luxury ExpertsMay 13, 2025 · 17 minAfter 15 years working in luxury each, we are thrilled to bring you SKALE UP, the luxury industry podcast for market leaders, creatives, entrepreneurs, and anyone interested in scaling a business. In this series, we will journey through our career transitions, share takes on industry trends and provide insights from inspiring leaders in our network. Get to know us in our launch episode, where we share with you a bit about ourselves, why we are creating this podcast and what you can expect when tuning in. Follow us on Instagram @skale_australia as it is only the beginning. Thank you for listening. If you are curious for more, subscribe here. This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit skaleaustralia.substack.com