SKALE UP

In 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 decisionsWhy 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: 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

In 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

In 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 UsInstagram: @skale_australiaLinkedIn: https://www.linkedin.com/company/skale-australia/Email: info@skaleaustralia.comWebsite: 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

In 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 2026Why 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 UpSkale 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 UsInstagram: @skale_australiaLinkedIn: https://www.linkedin.com/company/skale-australia/Email: info@skaleaustralia.comWebsite: 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

In 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 ecosystemsWhy 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: 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

It’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/newsThanks 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

In 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 publicHot 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 DalíWhy 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.comThank 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

In 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.comThank 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

In 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: @sailGabrielle “Coco” Chanel’s villa, La Pausa: @wwd* Miu Miu Summer Reads: @miumiuNike After Dark World Tour in Sydney: @bythewhitelineLacoste hotel Bali: @neurgasm The Louis Boat in Shanghai: @indulge.globalLouis 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: @miumiuCoach Tabby Sydney activation: @elle.aus Loewe Pop Up Bar at the Fouquet’s New York: @uncovermoreConnect with Us:* Instagram: @skale_australia* Linked in: https://www.linkedin.com/company/skale-australia/ * Email us: info@skaleaustralia.com* Website: www.skaleaustralia.comIf you enjoyed this episode, please share it, leave a review, or DM us your topic requests for future episodes. 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

In 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_australiaFollow 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

In 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