In this episode of Add To Cart, Adam Bouris, CEO of WHO IS ELIJAH, shares the incredible journey of their Australian fragrance brand. Working alongside his wife Raquel, the brand’s founder and creative visionary, this power couple went from selling perfumes out of a garage to gracing the shelves of retail giants like David Jones. From how they overcame the sudden loss of wholesale revenue during COVID, to the financial challenges of expanding WHO IS ELIJAH, this episode is filled with actionable lessons for entrepreneurs and experienced retailers alike.
Fortune Favours the Bold
When WHO IS ELIJAH was just getting started, breaking into major retailers seemed like a distant dream. But Raquel’s fearless approach to getting the brand into David Jones is a masterclass in creating your own opportunities. Without even waiting for their fragrance samples to arrive, Raquel used LinkedIn to connect with key decision-makers and pitched the brand through a hastily created brand deck.telligent, and ethically sound.
“She just emailed them saying, hey, I’d love to send you samples, and they said, send us a brand deck… so she Googled what a brand deck was, found a graphic designer, and turned it around in a day. And they said it was the best brand presentation they’d seen in a long time.”
This bold move paid off in a big way. Within five days, WHO IS ELIJAH had secured a purchase order from David Jones, marking a huge milestone for the brand. It’s a reminder that sometimes waiting for the perfect opportunity or fully polished plan can hold you back. In Raquel’s case, taking fast, decisive action opened a major door. In the world of ecom, we have to be ready to jumpstart opportunities, even when everything isn’t perfectly in place. As Adam and Raquel have demonstrated, a strong story and a willingness to put yourself out there can go a long way.
Adapting In Adversity: The Power of Pivoting
Like many businesses, Who is Elijah was heavily reliant on wholesale channels, until COVID hit. When stores closed and wholesale revenue disappeared almost overnight, the brand lost around 80% of their revenue and faced a make-or-break moment. Instead of succumbing to the pressure, Adam and Raquel executed a masterful pivot, refocusing their strategy to ecommerce and influencer partnerships.
This pivot helped the brand not just survive but thrive during a time of uncertainty. The result? A stronger, more diversified revenue stream. During Covid they realised that, even though people weren’t leaving the house, they were still investing in a bit of self-care.Â
“People were at home wearing perfume because they still wanted to smell nice and it was a little bit of comfort that they could get up and have a shower and do their little workout at home and then put on some perfume to start their work day.”Â
Adam and Raquel’s shift to ecom is a powerful lesson in flexibility and future success. When things don’t go as planned, brands need to be willing to try new tactics, explore new channels and even trial entirely new business models if they want to survive.
Let Your Data Do the Talking
While bold moves and quick pivots are critical, WHO IS ELIJAH’s success also comes down to digging into customer data. Adam highlights how important it is to analyse customer data to make smarter decisions. One of the most surprising insights they uncovered? Their discovery set, a sample-sized collection of fragrances, wasn’t driving the kind of loyalty they expected.
We thought that people would only buy our fragrances if they first purchased the discovery set…[but] we realised over four years of data that the person that bought the discovery set was the least likely to come back and spend more money on fragrance.”
Instead of pouring resources into promoting the discovery set, they started targeting customers who were more likely to purchase full-sized bottles. This allowed them to improve their bottom line and focus on their higher-value customers.
The takeaway here is clear: trust your data. Sometimes, the product or marketing strategy you think is working may not be the most effective. Regularly diving into customer insights can reveal trends that might not be immediately obvious, helping you refine your approach and drive more meaningful growth.
The Financial Tightrope of Scaling Globally
As WHO IS ELIJAH prepares to expand into UK and European markets, Adam’s biggest challenge has been navigating the financial complexities of going global.
“Global finance is a huge hurdle for us right now…When you’re moving into these major markets, it’s not just about the logistics—it’s about how much it’s actually going to cost to make it work.”
Adam admits that one of the toughest decisions is whether or not to seek external funding and that it’s not something to be taken lightly.
“Once you decide to bring on finance, you can’t undo it. That’s a decision you have to live with, and it changes the way you run your business.”
For Adam, the decision-making process involves careful consideration of WHO IS ELIJAH’s current financial situation and how they can balance self-funding versus seeking external capital. It’s still something he and his wife are having conversations about.
For ecommerce leaders facing similar decisions, Adam’s advice is to take time and weigh the options carefully. Once a business opts for external funding, there’s no turning back. You’re choosing an option that lets you scale faster, but at the cost of some level of control.
A Lesson in Data and Daring
From Raquel’s fearless pursuit of opportunities to Adam’s data-driven approach, WHO IS ELIJAH demonstrates that a combination of daring decisions and careful analysis can propel a brand to new heights. Whether you’re starting out or scaling your business, there are valuable lessons here about taking risks, adapting to challenges and always keeping a close eye on your data. Those who are willing to make bold moves and pivot when necessary will always come out ahead.
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