By Elena Cameron
For the most part, we know what a brand needs to be great: First, they have a founder with the determination to make it work, even when it seems impossible. Next, they give people something they want or create a reason for them to want it anyway. And finally, they have the ability to sell their customers a feeling, not a product.
Who Is Elijah has all three. With the kind of marketing strategy that’s seen them scale their direct-to-consumer offering by 500% in six months and earn a valuation well over $20 million, they’re undeniably a cult-status brand. They’re also the first addition of The Rise Of who happen to be our clients, which makes this one extra special. So let’s get started.
The year was 2017. Snapchat launched its IPO, Harry Styles debuted his first single and Sofia Richie and Scott Dissick’s three year love story was just beginning.
On a trip to Coachella, a 23-year-old fell in love with a fragrance that would start an empire. That girls’ name is Raquel Borris, and that fragrance was the start of Who Is Elijah.
Enthralled by a scent she discovered at the world-famous music festival and desperate to have it for herself, Raquel tracked the perfume down and bought the wholesale minimum quantity order of 40 bottles. It didn’t take long before she was bombarded by men and women alike who were equally as infatuated with her scent. Enter the ah-ha moment that marked the beginning of an empire.
Without a day of experience in beauty or retail, Racquel, who was working as an EA at the time, poured $12,000 into what would become Australia’s biggest fragrance company; with a vision to create a unisex fragrance brand that bridged the gap between the scent of luxury and affordable accessibility.
In the early days, growth was slow. It would take three months to sell 150 bottles. “I had no idea what I was doing. Instagram was not what it is today and I didn’t know what influencer marketing was. I just knew that I had to get into stores.” And so that’s what she did. She visited her local south Sydney boutiques, taking samples for them to try and all at once, product was moving – and when the sales came, they didn’t stop.
While the local boutiques provided some traction, Racquel knew that she needed to secure a major retailer to scale the brand. In perhaps the only success story of sliding in the DM’s late at night, Racquel cold messaged the fragrance buyer of David Jones on LinkedIn. “In my head, I thought if I could secure a major retailer like David Jones, surely I could quit my job,” “I hadn’t even sent her a sample yet, and she was keen to talk”. David Jones would become the first major retailer to stock Who Is Elijah. Racquel quit her job.
With David Jones in their corner, Who Is Elijah had officially entered the big leagues. The deal provided credibility and brand equity but most importantly, it opened the doors to opportunity. It didn’t take long for other major retailers to come knocking.
Who Is Elijah was well on its way to becoming a household name, but Raquel had bigger plans—she was going to take the brand global. In 2022 alone, Who Is Elijah experienced a staggering 1000% growth, driven by a robust direct-to-consumer strategy that saw sales spike by 500% within just six months.
Who Is Elijah’s visual branding is clean and polished. Their tone of voice and messaging strategy? The opposite. The brand has a clear understanding of who their audience is, how to communicate with them, and how to position their fragrances in a way that’s impossible to forget. Their messaging is rooted in making personal connections, offering customers more than just a scent—it’s an experience.
We were engaged by Who Is Elijah to work together on developing their tone of voice and messaging, crafting a distinct personality to guide their in house marketing teams brand communication. Their brand is bold, playful, and mysterious – they needed memorable messaging that captures that. And so memorable messaging is what they got. Here’s a sneak peak:
“With fragrances that last longer than your boyfriend, you’re invited to a different kind of scent experience. Mysterious, sexy and smells like trouble, you’ll be asking the question on everyone’s lips: Who Is Elijah? Designed for him, her and everybody in between, each spritz is the beginning of a memory that lingers long after the moment’s passed.”
Once Who Is Elijah had cemented its reputation in Australia, Raquel turned her attention to key international markets. Partnering with the likes of ASOS, Free people and Urban Outfitters, Who Is Elijah is currently available for customers in the UK, USA, and NZ. How have they been able to dominate international markets? By focusing on the brand’s universal appeal: a unisex fragrance that transcends gender and offers a luxury experience without the exclusive price tag. The clean, minimalist aesthetic of the bottles and the cruelty-free, Australian-made ethos resonated globally, helping the brand gain traction in new markets quickly.
Digital channels played an instrumental role in the brand’s international success. With a strong e-commerce presence, Who Is Elijah leveraged its direct-to-consumer model to reach new audiences, bypassing traditional retail barriers. Through strategic use of social media, influencer partnerships, and targeted ad campaigns, the brand built a loyal customer base in every new market it entered.
One of the key factors behind Who Is Elijah’s success abroad was its ability to connect with global customers online while staying true to its Australian roots. The brand used platforms like Instagram and TikTok to share its story, engage with followers, and promote its fragrances.
With successful entries into the UK, USA, and New Zealand markets, Raquel has plans to expand further into Europe and Asia, where demand for niche, luxury fragrances is growing. As the brand continues to explore new territories, Raquel remains committed to finding the right strategic partners who align with her vision. Investors have taken note of Who Is Elijah’s rapid rise, but Raquel is holding out for a partner who can bring more than just capital to the table—someone who can help elevate the brand to new heights on a global stage.
As Raquel Bouris continues to lead the charge, Who Is Elijah is set to become not just an Australian success story but a worldwide phenomenon. And while the brand’s journey from local boutiques to global retailers is nothing short of remarkable, this is just the beginning for a fragrance empire that’s rewriting the rules on luxury and accessibility.
Let’s work on your brand positioning, tone of voice and messaging startegy to get your brand heard felt and adored across the globe. Right this way.