You are the successful founder of Who is Elijah, an independently owned fragrance house that is scaling at a rapid rate. What does a day in the life look like?Not as glamorous as most people think! I have two babies at home, George is almost 4, and Pippa is 18 months old, so my mornings are quite busy! Breakfast & kindy drop off is by 8am/8:30 and then I am straight to the office!
My days at the office are all over the place - finance, product development, socials, content! I have my hands in most areas for the business (something I need to work on). If there are any amazing TikTok creators reading this, DM me please!
What was the inspiration behind starting Who is Elijah?The idea to create a fragrance came from a trip to Coachella in 2017 where I was introduced to an oil fragrance that I just fell in love with. I took a photo of the bottle and when I returned back home to Sydney, I tracked it down and bought 30-40 bottles at wholesale as this was the only way to purchase it! Once I started wearing this fragrance around Sydney, I had so many people approaching me to ask what fragrance I was wearing - cue lightbulb idea to create a fragrance!
What do you love most about running your own business?The freedom to build something that is mine, and have no restraints or anybody telling me how or what to create.
What has been your career highlight to date?So many! I am constantly in disbelief of our growth. We are about to launch into one of Australia's largest retailers, we haven't announced who yet, but it is very exciting, and has boomed our business into a new level I never thought possible!!
What advice would you give fellow females wanting to start their own business?Just start! Don't wait for perfect. I look back at our first two packaging styles we had and I can't believe people even purchased my perfumes then, but they did! Evolving is great, and as long as the function of the actual product is perfect, then the little bits can evolve as you grow. & get a good accountant from day one - finance is everything when growing. & pay your tax!
What’s your go to self care ritual?I am not the best at self care - when I need a break, a day at home with no kids, and just sitting in quiet and watching TV & going to the gym. Me time is my favourite!
I love going for walks & listening to podcasts too! Constantly looking for inspiration & ideas to grow WHO IS ELIJAH.
Favourite holiday destination?I am going to Greece & Italy in July for the first time, and I am certain this will be my new favourite! I cannot wait to wear my new Luv Lou eyewear!
Everyday non-negotiable?Fresh juice! I am not a coffee drinker, but i need my fresh juice every morning
How would you describe your style in 3 words?Timeless, staples, B&W.
What’s your favourite style of Luv Lou?Obsessed with THE HAZEL right now!!