Matilda Djerf: What Really Happened at Djerf Avenue (how I protected a $36M brand as it went public)

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 Name (14:35) The Truth About Scandi Living (15:33) Why Work-Life Balance Doesn’t Exist (16:40) I Accidentally Started a Lifestyle Trend (18:03) Why Sweden Doesn’t Celebrate Success (19:14) Turning 29: “I Did This” (20:06) The Work Behind Self-Confidence (21:31) Why She Started Djerf Avenue (26:47) Can the Brand Exist Without Her? (27:51) How Hailey Bieber Discovered Her (29:08) Ad: AG1 (30:08) What She Learned From Hailey Bieber (31:06) How She Makes Every Collab Work (31:40) How She Landed Sofia Richie Grainge (32:53) How She Knows a Drop Will Sell Out (34:20) Brands With Real Momentum Right Now (36:22) What Actually Makes a Brand Win (37:06) The Djerf Avenue Scandal Explained (40:12) Going Through It With Rasmus (40:54) How She Handled the Pressure Mentally (42:16) “People Don’t Care About Context” (44:27) Did the Scandal Make Her Better? (47:36) How She Feels About It Now (49:57) Who Works at Djerf Avenue? (51:36) Ad: Shopify (52:31) Ad: Bilt (53:28) How She Got Into Selfridges (56:19) What She’s Manifesting Now (56:59) Wedding Chat & Relationship Advice (59:24) Do You And Rasmus Have Contracts? (01:00:24) Why Trust Has to Be Earned (01:03:15) Rapid Fire: Money Habits (01:03:26) Most Expensive Purchase (01:03:56) Dream Collaboration (01:04:30) Blowout vs Real Life (01:04:53) Dyson Airwrap vs Rhode (01:05:14) New York vs LA (01:05:39) Robe vs Blazer (01:06:21) Her Life Motto (01:06:46) The Season I’m In (01:07:16) Where to Find Matilda (01:07:47) What Can HSR Help You With? ⸻ Sponsors: . AG1 - Visit DrinkAG1.com/HSR to get a FREE morning person mug, plus a one-week supply of AG1 samples, with your AG1 Welcome Kit when you first subscribe. . Shopify - http://Shopify.com/HSR . Bilt - Sign up at http://Joinbilt.com/HSR ⸻ Follow Matilda Djerf: www.instagram.com/matildadjerf Check out Djerf Avenue: https://djerfavenue.com ⸻ Hot Smart Rich: Your Business & Culture Gossip For ambitious women wanting to own the room, gain power, and build wealth. Subscribe to the Hot Smart Rich newsletter: https://hotsmartrich.com/subscribe Instagram: https://www.instagram.com/hotsmartrich/ Tiktok: https://www.tiktok.com/@hotsmartrich Maggie Sellers Reum: Instagram: https://www.instagram.com/maggiesellersreum/ Tiktok: https://www.tiktok.com/@maggiesellersreum LinkedIn: https://www.linkedin.com/in/sellersmaggie/ Locker: https://www.wantlocker.com/users/maggiesellers ShopMy: https://shopmy.us/maggiesellers Amazon Storefront: https://www.amazon.com/shop/maggiesellers Learn more about your ad choices. Visit megaphone.fm/adchoices