In this episode of Checkout, we chat to Adam Bouris, CEO and co-founder of booming fragrance brand WHO IS ELIJAH. Alongside his wife, Raquel, Adam has grown the brand from a small homegrown business to into a must-watch indie fragrance label, with exciting plans to break into markets across the Middle East, UK and EU. From his admiration for Gymshark’s steady growth, his reliance on Triple Whale for marketing insights and consultation with his personal bible, Principles by Ray Dalio, Adam shares the inspirations that drive him and his brand forward.
A Yoke of An Impulse Buy: A Poached Egg and Muffin Maker
All of us make spontaneous online purchases from time to time, but Adam’s recent shotgun purchase takes the cake—or rather, the muffin. “I bought this poached egg and muffin maker that was supposed to toast the muffins and cook the eggs at the same time,” Adam recalls. The kicker? “I bought three of them for $60 each, and none of them ever showed up.”
It’s a light-hearted reminder that even ecommerce pros can get swept up and caught out by alluring Instagram ads. Many of us can relate to the excitement of finding something cool online, only to be let down when it doesn’t show up. It’s a good lesson for ecommerce businesses: no matter how clever or eye-catching your ads are, you always have to deliver on your promises.
Inspiration from a Global Giant: Lessons from Gymshark’s Steady Growth
When asked which retailer inspires him the most, Adam immediately pointed to Ben Francis, founder of Gymshark.
I really resonate with Ben’s story—how he built Gymshark from scratch and grew it into this massive, solid business.
What stood out to Adam was how Gymshark managed to avoid the common pitfalls of being a flash-in-the-pan brand, driven purely by trends. Instead, the company took the time to focus on building long-term growth.
“They’ve built quickly, but they’ve built solid,” he added. It’s an important reminder that growth is not just about chasing trends or short-term wins, it’s about scaling in a way that’s sustainable. Your focus should be on creating a brand with substance, one that resonates deeply with its audience and stands the test of time.
The Tech That Powers WHO IS ELIJAH: Triple Whale
In the fast-paced world of ecommerce, having the right tech stack is crucial, and for Adam, Triple Whale is a standout. “It’s a bit expensive, but once you start to understand attribution, it’s very eye-opening,” he explained. For WHO IS ELIJAH, Triple Whale provides deep insights into which marketing efforts are driving conversions, something that more traditional platforms like Google Analytics or Shopify Analytics often struggle to do accurately.
For a business at WHO IS ELIJAH’s stage, where every marketing dollar counts, accurate attribution is essential for growth. Knowing exactly where conversions are coming from allows Adam and his team to allocate resources more effectively and avoid wasting budget on campaigns that don’t deliver. It just goes to show that when it comes to making decisions about scaling and marketing spend, you’re only as good as your data platform.
Adam’s Essential Reading: Principles by Ray Dalio
When asked for a book recommendation, Adam quickly pointed to Principles by Ray Dalio, a book that has left a lasting impact on his approach to business and life.
It’s a bit of a long book, but it’s really powerful.
He appreciates how Dalio breaks down the bigger picture—offering not just how-tos, but the why-tos behind his principles.
Adam revealed that he’s read Principles multiple times, each time finding new insights and perspectives. “I’ve got all the scribble marks in it and every time I go back, I’ve got a different colour pen with different scribbles on the side,” he said, emphasising how revisiting the book has helped him apply its lessons in real time.
Adam has even fed the book into ChatGPT, asking it questions and using AI to extract more value from Dalio’s principles. It’s a great example of how continually learning and adapting—whether through books, tools, or new approaches—is key to staying ahead.
Balancing Ambition with Downtime: How Adam Stays Grounded
While building WHO IS ELIJAH has been exciting, Adam has come to appreciate the importance of balance. “I used to work long hours, thinking that was the key to getting ahead, but I’ve realised it doesn’t necessarily make you more productive,” Adam shared. These days, he makes a conscious effort to switch off and recharge, a strategy that helps him come back with fresh ideas and better solutions.
“Some of my best ideas have come when I’ve stepped back and given myself space to think…Taking breaks, whether it’s a weekend away or just turning off the phone for a few hours, helps me come back and look at things from a new angle,” he said.
In an industry that celebrates hustle culture, Adam’s approach serves as an important reminder that innovation rarely comes from working non, it comes from stepping back and making room for creative problem-solving. After all it’s not a sprint, it’s a marathon.
Scaling with Strategy and Heart
Adam’s approach to growing WHO IS ELIJAHis both thoughtful and strategic, proving that true success isn’t just about how fast you grow, but how well you manage the journey. Adam’s reflections on global finance remind us that scaling a business comes with complex challenges, but by prioritising building a lasting brand, taking time to recharge and always keeping an eye on the long game, you can achieve great successes. By staying grounded and focused, Adam sets a strong example for how to grow with purpose and passion.
The Checkout is a short snippet of our conversations.
