Matilda Djerf: What Really Happened at Djerf Avenue (how I protected a $36M brand as it went public)
About this episode
Matilda Djerf discusses her journey as a public female founder and the challenges of building her brand, Djerf Avenue.
Matilda Djerf sits down with Maggie Sellers Reum to share the highs and lows of being a public female founder and what she really wishes people knew. The now 29-year-old opens up about what type of leader she is now after explaining what really happened at Djerf Avenue, what it was like knowing the article was coming months in advance, and how she handled the pressure of protecting a $36M brand in real time Matilda shares the full founder playbook. From landing culture-defining collabs (including Frankie’s Bikinis and Sofia Richie Grainge) to building a brand that people line up for, Matilda breaks down how to secure your dream partnership, protect your team, and keep scaling when the internet is loud. Plus: Scandi-living, her upcoming wedding, and yes, the iconic hair. Timestamps: (00:00) Intro (01:24) Does Matilda Djerf Listen to Podcasts? (01:44) How She Became a Hair Icon (03:17) What She Was Like at School (03:41) Starting in Fashion at 11 (04:24) Moving to the US Without Speaking English (06:46) Why She Stayed in Sweden (Not LA) (07:56) Small Town Mindset vs Big Dreams (09:11) Why She Started Gathered (10:14) The Creator Economy Has Changed (12:29) Becoming A House Hold…
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