Matilda Djerf (Djerf Avenue) on Creator-Led Brands, Secrets Behind 300% Growth and Tough Lessons in Entrepreneurship
From Social Currency with Sammi Cohen by Social Currency
June 9, 2026 · 1h 6m
About this episode
Matilda Djerf discusses her journey in building Djerf Avenue and the challenges of entrepreneurship.
Matilda Djerf transformed a growing social media audience into Djerf Avenue: a global lifestyle brand and an aesthetic that has genuinely shaped internet culture from fashion to beauty to the now-iconic Matilda Djerf hair. In this episode, Matilda joins Sammi to share the full story behind Djerf Avenue— from packing orders with friends and family in an empty warehouse to scaling through the pandemic when nobody knew whether consumers would buy blazers during lockdowns. She explains why she never raised venture capital, how she used DMs as market research, and realities of growing a creator-led company at rocketing speed. Sammi and Matilda also talk about creator burnout, the pressure of tying your personal identity to your company, and the difficult public scrutiny she faced after allegations from former employees. Matilda opens up about leadership, accountability, and what it actually feels like to grow up publicly while running a scaling business. Plus, Matilda shares about getting into community building, influencer culture, and how creators today should think about what parts of their lives belong online and what should stay private. Follow Sammi Cohen on Instagram Subscribe…
People in this episode
Host: Sammi Cohen
Guest: Matilda Djerf
Topics covered
- creator-led brands
- entrepreneurship
- social media
- community building
- influencer culture
- business growth
Keywords
- Djerf Avenue
- Matilda Djerf
- creator economy
- entrepreneurship
- social media growth
- influencer culture
- business challenges
Sponsors
Mercury
Mentioned in this episode
Organizations: Djerf Avenue
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