In 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: [email protected]

* 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: [email protected]

* 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

In 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: [email protected]

* 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, 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: [email protected]

* 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 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: [email protected]

* 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, 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: [email protected]

* 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

This 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: [email protected]

* 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

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: @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: @elle.aus

Loewe Pop Up Bar at the Fouquet’s New York: @uncovermore

Connect with Us:

* Instagram: @skale_australia

* Linked in: https://www.linkedin.com/company/skale-australia/

* Email us: [email protected]

* Website: www.skaleaustralia.com

If 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 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 FortnightCatch 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

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 [email protected]. 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