EPISODE · Aug 16, 2026 · 47 MIN
A Competitor Copied Everything. So She Borrowed a Jet, a Lambo and a Black Dress | #654
from Add To Cart: Australia’s eCommerce Show · host Nathan Bush
Four years ago Elysia Krstevski didn't know what ecommerce was. She'd spent 15 years in musical theatre, working her way from receptionist to co-CEO. Today she runs Mekė Baby, the brand behind Australia's first portable milk warmer, she's in the 2026 Top 50 People in eCommerce, and she's the face of Australia Post's national "Big Boss Energy" campaign.It started with a bad moment. Stuck in a supermarket during Covid, dealing with mastitis and unable to warm expressed milk for her screaming baby, Elysia went looking for a product that didn't exist and decided to build it herself.In this episode, Elysia sits down with Nathan Bush to break down how she created a feeding category from scratch. We get into why she built the brand before she had a product, why she handed prototypes to high-profile mums instead of waiting for perfection, and the wild story of answering a copycat competitor by borrowing Adrian Portelli's jet for a Black Friday film. Elysia is refreshingly direct about the numbers, why she stopped chasing top-line revenue on Meta and moved into Baby Bunting, why she runs her own ad account, and why she'll never hand customer service to AI. Plus building a brand while raising three kids, and launching the Go-Box while she was in labour.Brands and tools mentioned: Mekė Baby, Baby Bunting, The Memo, Australia Post, Shopify, Meta, TikTok, ClaudeThis episode is brought to you with thanks to our partners: 🛍️ Shopify → https://www.shopify.com/au 📧 Klaviyo → https://www.klaviyo.com/au/Connect with us on LinkedIn: 👤 Elysia Krstevski → https://au.linkedin.com/in/elysia-krstevski-b41485b7 👤 Nathan Bush → https://au.linkedin.com/in/nathbush 👤 Rosa Willis → https://www.linkedin.com/in/rosa-clara-willis-23761066/🎙️ Want to be a guest or sponsor on Add To Cart? → https://www.addtocart.com.au/contact 📩 Sign up for the free Add To Cart newsletter → https://newsletter.addtocart.com.au/subscribe 💬 Join the Add To Cart Community → https://community.addtocart.com.au/feedSubscribe to the Add To Cart newsletter SMS us to Suggest a Guest Connect with Nathan Bush Join the Add To Cart Community
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Four years ago Elysia Krstevski didn't know what ecommerce was. She'd spent 15 years in musical theatre, working her way from receptionist to co-CEO. Today she runs Mekė Baby, the brand behind Australia's first portable milk warmer, she's in the 2026 Top 50 People in eCommerce, and she's the face of Australia Post's national "Big Boss Energy" campaign. It started with a bad moment. Stuck in a supermarket during Covid, dealing with mastitis and unable to warm expressed milk for her screaming b...
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A Competitor Copied Everything. So She Borrowed a Jet, a Lambo and a Black Dress | #654
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