The AI Revolution with Michelle Reeves, Founder & CEO of Xillions AI

Craft over Content with Amanda Shadforth, Visual Artist & Creative Director

In this episode of Skale Up, hosts Julie Kim and Sophie Seymaux sit down with Amanda Shadforth, visual artist, photographer, and creative director whose work spans gallery walls, editorial, and global luxury brand campaigns. Based on the Sunshine Coast, Amanda has spent 15 years building a career at the intersection of fashion, art, and storytelling, working with the world’s most storied luxury houses. From teaching herself to code a WordPress site in 2010 to becoming a trusted collaborator for brands like Louis Vuitton, Cartier, and Chanel, Amanda shares how a commitment to craft, a distinct visual language, and a refusal to be defined by industry labels have shaped her trajectory. Inside the Episode: • From fine artist to global creative: how a WordPress blog in regional Queensland opened doors to the world’s leading luxury brands • Being labelled a “blogger” and “influencer” and how Amanda reframed the conversation around her identity as a business owner and craftsperson • Balance in business: why it’s a process, not a destination, and how space and freedom of mind enable her to recharge and re-engage • Staying distinct: why putting blinkers on, doing the work, and bringing a unique perspective is when people notice • The shift from transactional to meaningful: how brands are moving away from KPI-driven engagements and seeking genuine creative collaboration • The value of the Oracle Fox archive: why a 15-year body of content still turns up in brand mood boards today • Finding inspiration: curiosity, travel, music, 17th-century female painters, and the importance of looking sideways • The future of brand-creative partnerships: consulting, painting, photography, sculpting and bringing tactile artistry into the conversation • Community over individuals: why luxury brands that tap into the full ecosystem around a creative will win • In-person as the new disruptive: why offline experiences and events that collect phones at the door are becoming more powerful than digital Why Listen? If you’re a founder, creative, or working across luxury, fashion, or culture, this episode offers a grounded and generous look at what it means to build a body of work — not just a business. Amanda’s story is a reminder that clarity of craft, patience, and the courage to be specific are what create lasting relevance in a saturated world. Connect with us: * Instagram: @skale_australia [https://www.instagram.com/skale_australia/] * LinkedIn: linkedin.com/company/skale-australia [https://www.linkedin.com/company/skale-australia/] * Email: info@skaleaustralia.com [info@skaleaustralia.com] * Website: www.skaleaustralia.com [https://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 [https://skaleaustralia.substack.com?utm_medium=podcast&utm_campaign=CTA_1]

The Long Game with David Meagher, Editor of Gourmet Traveler

In this episode of Skale Up, Australian luxury business experts Julie Kim and Sophie Seymaux sit down with David Meagher, journalist, editor, author, and one of Australia’s most respected voices in luxury media. Currently Editor of Gourmet Traveler, David spent over 15 years as Editor of Wish magazine at The Australian and is the author of four books, including his 2023 bestselling memoir, Secrets and Lies. From learning to read a luxury advertiser’s long game to redesigning a 60-year-old institution without losing its soul, David shares what patience, focus, and staying the course really looks like over a career in media. INSIDE THE EPISODE * David’s career journey spanning across multiple industries, yet always maintained a common thread * Redesigning Gourmet Traveler without alienating a fiercely loyal readership * How reader feedback shaped a new section in the magazine * Why luxury brands “play a fairly long game” — and the patience required to win them as partners * Balance in business: Two rules of thumb to protect personal time * What it takes to write a book alongside a demanding full-time career and David’s biggest advice for those who dream of becoming an author * What David learned in 18 months at The Local Project that 15 years at Wish couldn’t teach him * The moment after leaving a long career and the moments after that… WHY LISTEN? If you’re a founder, leader, or working in media, luxury, publishing, or creative industries, this episode is a masterclass in playing the long game with integrity. David’s insights on patience, focus, and building lasting relationships with partners and audiences offer rare, hard-won perspective — whether you’re scaling a title, a business, or a creative career. CONNECT WITH US * Instagram: @skale_australia [https://www.instagram.com/skale_australia/] * LinkedIn: linkedin.com/company/skale-australia [https://www.linkedin.com/company/skale-australia/] * Email: info@skaleaustralia.com [info@skaleaustralia.com] * Website: www.skaleaustralia.com [https://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 [https://skaleaustralia.substack.com?utm_medium=podcast&utm_campaign=CTA_1]

The AI Revolution with Michelle Reeves, Founder & CEO of Xillions AI

In this episode of Skale Up, hosts Julie Kim and Sophie Seymaux sit down with Michelle Reeves, founder of Xillions AI, a generative AI platform redefining how brands and communities create together. With clients including Disney, Gucci, and KPMG, Michelle has spent her career at the frontier of emerging tech, from e-commerce and social media to blockchain and AI. This conversation explores what it really means to scale a brand in the age of generative AI — and why co-creation, community, and trust are the new competitive advantage. Inside the Episode * Michelle’s career at the intersection of brands and emerging tech — from e-commerce and apps to blockchain, Web3, and now AI * The founding of Xillions AI: how a recurring CMO question of “How do we urgently connect to Gen Z?” sparked a new platform * Co-creation as a business model: turning fan engagement and brand passion into IP-protected content and valuable consumer data * Why Gen Z spend 58 billion hours a year creating digital content — and what brands are missing by not capturing it * The return to physical retail: what does the future of retail look like in an AI age * Balancing opportunity and focus: the paradox of one eye on the microscope, one eye on the telescope * C-suite of the future: why entrepreneurial thinking and constant upskilling are now baseline requirements * AI tools transforming storytelling: how Hollywood-quality content can now be created in a fraction of the time * AI and human creativity: why taste, vision, and creative direction remain irreplaceable — and how AI amplifies, not replaces, experts * Brand strategy in the age of AI-generated content: the nuanced approach from different industries such as Disney, L’Oréal, and Lego * Blockchain as a truth ledger: verifying authenticity, origin, and IP in luxury * The luxury industry’s relationship with technology: why creative integrity must lead, and data should optimise — not drive — brand decisions Why Listen? If you’re a founder, leader, or working across luxury, brand, technology, or retail, this episode offers a rare, practitioner’s view of what AI actually means for brand growth. Michelle brings strategic clarity, hard-won insight, and genuine optimism about what’s possible when brands stop fearing technology and start using it to deepen community. Connect with Us * Instagram: @skale_australia [https://www.instagram.com/skale_australia/] * LinkedIn: linkedin.com/company/skale-australia [https://www.linkedin.com/company/skale-australia/] * Email: info@skaleaustralia.com [info@skaleaustralia.com] * Website: www.skaleaustralia.com [https://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 [https://skaleaustralia.substack.com?utm_medium=podcast&utm_campaign=CTA_1]

Data Over Assumptions with Steve Philpotts, MD of Experian Marketing Services ANZ

In this episode of Skale Up, hosts Julie Kim and Sophie Seymaux sit down with Steve Philpotts, Managing Director of Marketing Services at Experian in Australia and New Zealand. With more than 20 years in data and technology, Steve brings deep expertise in consumer insights, data strategy, and the power of understanding your customer at every level. From debunking long-held assumptions to redefining how luxury brands leverage data for high-stakes decisions, Steve delivers a compelling case for putting customer understanding at the centre of every business strategy — and shares the golden rule of selling that every founder needs to hear. INSIDE THE EPISODE * Steve’s career journey: from telesales in England to leading Experian’s marketing services division in ANZ * How customer feedback sparked a seven-year technology transformation at Experian * Why mastering the role you’re in matters more than chasing the next one * The balance between drive and ambition versus enjoyment and mastery * Why people, culture, and skill sets are the common denominator in scaling success * Best practices in data that the luxury industry can learn from: it’s simpler than you think * How data can debunk myths, strengthen decisions, and give confidence to high-stakes choices like retail footprint * The 56% increase in data science roles in luxury retail and what it signals for the industry * AI and the next frontier: why data quality will determine competitive advantage * Customer profiling as a non-negotiable in meeting today’s personalisation expectations * Steve’s golden rule of sales * The Cartier Panther story — how local consumer insight reshaped a global brand’s investment strategy in Australia WHY LISTEN? Whether you’re a founder, leader, or operator in luxury, retail, or any data-driven industry, this episode offers a masterclass in the power of customer understanding. Steve Philpotts brings two decades of expertise to the question every brand must answer: do you truly know your customer? His insights on data strategy, selling, and the courage to challenge long-held assumptions make this essential listening for anyone looking to scale with precision. CONNECT WITH US * Instagram: @skale_australia [https://www.instagram.com/skale_australia/] * LinkedIn: linkedin.com/company/skale-australia [http://linkedin.com/company/skale-australia] * Email: info@skaleaustralia.com * Website: www.skaleaustralia.com [http://www.skaleaustralia.com] Thank you 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 [https://skaleaustralia.substack.com?utm_medium=podcast&utm_campaign=CTA_1]

Opportunities Over Strategy with Steve Grace, Co-Founder of the Pillars

In this episode of Skale Up, hosts Julie Kim and Sophie Seymaux sit down with Steve Grace, Sydney-based serial entrepreneur, founder of the Nudge Group and co-founder of The Pillars. Steve shares the unfiltered realities of building and scaling multiple businesses, from his early days in London to leading one of Sydney’s most talked-about private members’ clubs. With sharp insights on cashflow, talent, ego, and the relentless pace of change, Steve delivers a masterclass in practical entrepreneurship and asks a few pointed questions of his own. Inside the Episode: * Steve’s entrepreneurial origin story from London to Sydney * How growing up watching his father reinvent himself shaped Steve’s approach to business * The Pillars: from an 80sqm bar idea to a 2,000sqm private members’ club and what the first year has revealed * Listening to customers as the foundation of every business Steve has built * What balance in business really means, and why designing your life matters more than chasing it * The number one piece of advice for scaling: cashflow, every single day * How to recruit and retain talent: the answer may surprise you. * The role of ego in entrepreneurial success and why recognising it is everything * Resilience and mindset: how long you let yourself brood determines how far you go * Intuition vs. data: why most people already know the right answer * AI, recruitment, and the future: why ignoring change is the biggest risk of all * Steve turns the tables: what’s the biggest myth in luxury marketing? WHY LISTEN? Whether you’re a founder, operator, or leader in startups, luxury, or any fast-moving industry, this episode offers a rare blend of hard-won wisdom and refreshing candour. Steve’s perspective on cashflow, community, and conviction is as practical as it is inspiring and his questions for Julie and Sophie make for one of the most dynamic conversations yet. CONNECT WITH US * Instagram: @skale_australia [https://www.instagram.com/skale_australia/] * LinkedIn: linkedin.com/company/skale-australia [https://www.linkedin.com/company/skale-australia/] * Email: info@skaleaustralia.com * Website: www.skaleaustralia.com [https://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 [https://skaleaustralia.substack.com?utm_medium=podcast&utm_campaign=CTA_1]