Matilda Djerf (Djerf Avenue) on Creator-Led Brands, Secrets Behind 300% Growth and Tough Lessons in 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 to the Social Currency newsletter Follow Matilda Djerf and Djerf Avenue Here’s What Sammi Covers with Matilda: 00:00 Matilda Djerf’s Social Currency 02:03 Partner Message: Mercury for Personal 03:33 Growing Up in a Small Town and Building a Global Audience 04:44 What’s Changed for Creators Since the 2010s 05:32 Why Passion Still Matters More Than Growth Hacks 06:56 Where Matilda Finds Creative Inspiration 08:08 Protecting Your Image in the Age of Social Media 11:30 AI, Copyright, and the Future of Creator Rights 12:00 When Matilda’s Hair Became a Cultural Phenomenon 13:25 Launching Djerf Avenue From an Empty Warehouse 16:29 Why She Never Raised Outside Capital 18:48 Building a Brand Around Community, Not White Space 19:35 Partner Message: Mercury for Business 21:09 Turning Followers Into Customers 22:06 Trusting Her Gut Over a Business Plan 23:49 Launching a Fashion Brand Into a Pandemic 27:13 Why Authentic Community Can’t Be Faked 29:36 How Djerf Avenue Invests in Its Customers 30:46 The Challenges of Scaling 300% Growth 32:20 The Hidden Cost of Returns 34:04 Why Customer Service Remains Human 35:18 Partner Message: Bilt 36:19 Managing a Personal Brand and a Business Brand 38:04 Navigating Public Scrutiny and Leadership Challenges 39:09 The Leadership Lessons She Learned the Hard Way 41:11 Why She Never Considered Walking Away 42:11 The New Social Contract Between Founders and Employees 44:02 Expanding Djerf Avenue Into Beauty 46:27 Selling Beauty Products Without Retail Stores 47:46 What’s Next for Djerf Avenue 49:00 A Week in the Life of Djerf Avenue’s Chief Creative Officer 51:46 Brick and Mortar Dreams 57:10 On Gathered 58:24 Social Currency Corner Thanks to Our Sponsors! Mercury: mercury.com Bilt:  joinbilt.com/socialcurrency Learn more about your ad choices. Visit megaphone.fm/adchoices