Style-ish Podcast Summary

Episode: Unpacking that Who Is Elijah $1.4m tax debt headline
Date: April 9, 2026
Hosts: Rhiannon Joyce & Naima (Shameless Media)

Episode Overview

This episode dives into the recent media firestorm surrounding Australian perfume brand Who Is Elijah and its alleged $1.4 million tax debt, as reported by The Daily Telegraph. Hosts Rhiannon and Naima unpack the headline, the ensuing online conversation, and broader themes like tall poppy syndrome, the role of personal branding in business, and whether consumers should care about company debts. Industry context and listener perspectives are brought in to question the fairness and motives of such media coverage, especially as it relates to female entrepreneurs.

Key Discussion Points & Insights

Intro & Word of the Week: A24

[00:18 - 05:49]

• Hosts: Introduction & tone-setting. Naima is introduced as Shameless Media's Head of Social; both hosts bring an informal, inside-baseball vibe.
• Word of the Week: A24
  • Rhiannon picks "A24" to highlight their creative, memorable film marketing (not just a production house, also a distributor).
  • A24’s Unique Marketing:
    • "Literally every single time they drop a film, I go, bang. That's an A24 film." – Rhiannon [01:33]
    • The recent film "the drama" starring Zendaya and Robert Pattinson, and their viral "mock proposal" campaign.
    • The branding is so strong "you’re not saying, ‘I can’t wait to see the Paramount film coming out.’" – Naima [04:13]
  • Takeaway: The concept of distinct branding becomes a segue into the examination of Who Is Elijah’s public image and strategy.

Who Is Elijah: Brand Background

[05:54 - 11:43]

• Brand Profile: Sydney-based perfume brand, founded by Raquel Boris and her husband Adam Boris. Known for founder visibility and distinctive social media presence, "building in public".
• Marketing Approach:
  • Raquel is the front-facing founder, frequently documenting the brand journey and cultivating a ‘character’ for followers.
  • Perceived as one of Australia’s "OG dupe brands", especially referenced in comparison to luxury fragrance labels like Le Labo.
  • Viral moments and celebrity connections, with global stockists (Sephora, Ulta, David Jones).
• Transparency:
  • The brand has openly shared impressive sales numbers (e.g., $2.2 million in Black Friday sales 2023; $20 million valuation).
    • "No one really shares sales data, particularly for Black Friday. So I love a little bit of a sneaky insight." – Rhiannon [09:51]
• Personal Brand Strategy:
  • "It gives me a character to hold on to... If it's just her [Raquel], she can just get in front of a camera, do quick pieces to camera, and continuously put out this content." – Naima [10:37]

The Daily Telegraph Tax Debt Headline & Social Reaction

[12:04 - 24:45]

• The Headline: Daily Telegraph (March 31) reports Who Is Elijah owes $1.4 million in unpaid tax and hundreds of thousands to suppliers.
  • Source: ATO credit defaults and supplier inquiries.
  • Raquel’s official response: “We are currently in a phase of refining and strengthening the business...these do not accurately reflect the current position." [13:01]
• Media Tactics:
  • Rhiannon questions the public relevance:
    • "When I read this piece I felt confused as to why I was reading this...why is this information relevant to me?" [14:07]
  • Discussion of “hit piece” vibes: Media supplementing weak financial news with workplace Glassdoor allegations.
    • "I think their decision to go digging for this on Glassdoor and to use that as a way to beef out the piece felt very intentional." – Rhiannon [16:38]
• Industry Norms:
  • Hosts note ATO debt is not uncommon for small businesses ("being in debt to the ATO seems like the norm" – Naima [14:07]), and the dollar amount isn't alarming compared to the company's scale.
  • Consumer sentiment in brand’s defense—protective and supportive of Raquel, critical of the media (Tall Poppy syndrome cited).

Tall Poppy Syndrome & Australian Culture

[18:23 - 22:57]

• Community Reflection:
  • "There was a lot of references to tall poppy syndrome...when someone is doing really well in a public eye, they are often, you know, taken down" – Naima [18:49]
  • Australian reluctance to celebrate public ambition:
    • "It's cool to try until you're really successful and then it's not cool." – Rhiannon [19:57]
• Listener Engagement:
  • Instagram poll: 70% don’t care if a business owes ATO money, 30% do. Many had never considered it as a purchasing factor.
  • Listener DM on financial context:
    • "ATO debt on its own isn't necessarily a red flag, but when it's paired with unpaid suppliers...it definitely creates skepticism." [22:27, paraphrased]

Media vs. Public Perception, Gender & Influence

[24:45 - 36:24]

• Raquel’s (now deleted) video reply: Summary (paraphrased):
  • She rejects claims of ongoing debt, says issue is resolved, and addresses rumors about business shutting down.
  • She does not directly address workplace allegations.
• Expert Quote – Jasmine Garnsworthy, Female Founder World:
  • US media doesn't cover small biz struggles as entertainment, but "Aussie media packages it up like a cruel form of entertainment. ...if you’re a forward-facing founder with a bit of success, it can feel like there’s a target on your back." [27:23]
• Double-Edged Sword of Building in Public:
  • Social media fuels brand growth but increases exposure to criticism. Brands must balance the reward of connection/visibility with the risk of public misrepresentation.
    • "Founders are arming an unfriendly media outlet with experiences and data they can weaponize against you and are also building a base of supporters who will rally for you." – Jasmine, via Naima [29:55]
• Female Founder Scrutiny:
  • “I don’t think it’s the same for women who are trying to start a business in any way...When you think about...funding...there is a small fine art group of Australian brands that are female founded that have been able to do that.” – Rhiannon [35:28]
  • Example: Zoe Foster Blake and varying media treatment (focus on personality over business acumen, hints of sexism).
• Comparative Coverage:
  • Male founder Sam Wood’s tax situation less amplified on social. Hosts suggest increased scrutiny on female founders, especially those with public profiles.

Memorable Quotes & Moments

| Timestamp | Speaker | Quote | |-----------|---------|----------------------------------------------------------------------------------------------| | 01:33 | A | "Literally every single time they drop a film, I go bang. That's an A24 film." | | 09:51 | A | "No one really shares sales data, particularly for Black Friday. So I love a little bit of a sneaky insight." | | 10:37 | C | "...it gives me a character to hold on to. So I think it feels very...like it's her journey then." | | 13:01 | A | [Quoting Raquel] "'We are currently in a phase of refining and strengthening the business to support where we are going next. In relation to the financial figures referenced, these do not accurately reflect the current position...'" | | 16:38 | A | "Their decision to go digging for this on Glassdoor and to use that as a way to beef out the piece felt very intentional..." | | 18:49 | C | "There was a lot of references to Tall Poppy syndrome..." | | 22:27 | Listener (via DM) | "ATO debt on its own isn't necessarily a red flag, but when it's paired with unpaid suppliers...it definitely creates skepticism." | | 27:23 | Jasmine Garnsworthy | "Aussie media packages it up like a cruel form of entertainment...If you're a forward-facing founder with a bit of success, it can feel like there's a target on your back." | | 29:55 | Jasmine via C | "Founders are arming an unfriendly media outlet with experiences and data they can weaponize against you and are also building a base of supporters who will rally for you." | | 35:28 | A | "I don’t think it’s the same for women who are trying to start a business in any way...there is a small fine art group of Australian brands that are female founded that have been able to do that." |

Timestamps for Key Segments

• A24 Branding & Marketing: [01:21–05:49]
• Who Is Elijah Background: [05:54–11:43]
• The Daily Telegraph Headline & Social Reaction: [12:04–18:23]
• Tall Poppy Syndrome & Community Reflections: [18:23–22:57]
• Listener DMs and Context: [21:33–23:15]
• Raquel’s Response & Deleted Video: [24:45–25:29]
• Jasmine Garnsworthy’s Input (US vs AUS Media): [26:18–29:55]
• Risks/Rewards of Building in Public, Gender Scrutiny: [29:55–36:24]

Conclusions

• Media Scrutiny on Female Founders:
  The episode concludes that although business debts are normal, the media’s focus—particularly using Glassdoor allegations and targeting a front-facing female founder—feels more like a takedown than objective reporting. There’s a wider issue of Tall Poppy syndrome and the challenge of highly visible, personality-driven brands in Australia.
• Consumer Responsibility:
  Most listeners (70%) don’t consider business debts when purchasing, but nuanced context (especially unpaid suppliers and cash flow issues) is important.
• Balancing Act:
  Personal branding is essential for modern businesses, but it’s a double-edged sword, especially for women founders who face extra scrutiny and cultural resistance to public ambition or vulnerability.
• Final Thought:
  The conversation opened up blind spots and offered food for thought: context matters, media motives deserve critique, and founders must weigh the rewards of visibility against potential backlash.

For further discussion, listeners are encouraged to share thoughts via DM or email.

End of summary.