Matilda Djerf: Behind the Brand
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What is the main topic discussed in this episode?
definitely wish I could tell my younger self just you need to take care of yourself to be able to be the best version of yourself.
Hello and welcome back to Fashion and Founders the Podcast. My name is Victoria Smith and this week I'm joined by Matilda Jurf, founder of Jurf Avenue. Matilda has become well known for a lot of things. Her hair, blazers, and that scandy girl aesthetic. And in this episode, we talk about who she is as a founder, as well as just a person, a sister, a daughter, a fiance, a friend, and how she navigated building a business at 22 years old and lessons she has learned about leadership, about the pressure that comes with social media. And the responsibility of being the face of a brand. I'm very excited to share this episode. I'll let Matilda take it from here. So let's get into it. And I wanted to share a service that has been helping me so much recently, and it's Glam Squad.
Especially before this episode. Obviously, I wanted my hair to look good, but I was running a little short on time. Couldn't make it to a salon. It was pouring rain in New York. And I was able to book Glam Squad just a couple days before the podcast interview and got a professional blowout at my apartment. I didn't have to go anywhere. I could stay in my pajamas. It was amazing. And Glam Squad has given Fashion and Founders podcast listeners. A special code to get $20 off. Code in all caps, fashion, and founders. I of course would recommend using this on a blowout, but you can also get your makeup done, your nails done, all at home. I've only had amazing experiences with them. It's just made my life so much easier.
I can't recommend enough. Hi Matilda. Hi. I'm so excited to have you here and that you're in New York. I know. Star Slight. I'm so happy to be here. I would love to start with kind of you before Drif Avenue. Were you always entrepreneurial, creative? Did you think you'd be running a business one day?
Such a good question. I think that, you know, looking back, I don't think I ever imagined myself running a business. But I'm from a small town and you know, I didn't really see other entrepreneurs as I was growing up. But I really looking back, I feel like I've always had that like little entrepreneurial spirit in me. Like when we lived in Monterey and I loved Miley Cyrus. I was Hannah Montana's biggest fan, I still am today. And I had a fan page and I would do these like hero banners for myself. And then I other fan pages like started reaching out. I started doing it to them. And at that time I was like eight or nine. And I feel like that's such a like that's who I am, and that's who I've always been.
Like I've always kind of found ways to be like creative and to you know make money. Although I wasn't making money at that time. I wasn't that smart at that time. But yes, I think there's always been like a little entrepreneurial spirit in me, but I don't think I fully knew that I would be owning a business and like doing it in the at the level that I'm doing it today. Yeah.
Yeah. And what was the why now moment of you're posting content, you're gaining followers? I'm also gonna start my own brand 'cause that's a big difference in a leap.
I kind of just like accidentally started working with Instagram. It wasn't something that I planned on doing. You know, like now you can go to school and learn how to do Instagram and TikTok and video editing and and everything like that. I just always really loved the creative part. Even when I like when I was younger, I was in a photography contest and it was a little twilight moment. I also loved twilight. So I've always loved that creative aspect. So when I got the opportunity to Start working with other brands, I jumped on it. I was traveling at the time with my partner who is now my fiancé, and we had just been together a couple of years. We started traveling right after high school, started posting, and when I started posting, that also kind of got me the opportunity to start working with other brands.
And I started doing that and I loved it. It was so fun to be able to be creative and to kind of interpret a brand in a way that felt true to me.
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Chapters
5 chapters
1
What is the main topic discussed in this episode?
0:00–7:05
2
How did Matilda’s early creative spark lead to founding Djerf Avenue?
7:05–10:50
3
What was the “why now” moment that pushed Matilda to start her own brand?
10:50–15:00
4
How did the partnership with Ras transform the brand from collaborations to a standalone label?
15:00–28:32
5
What were the biggest challenges and lessons from scaling Djerf Avenue globally?
28:32–32:33
Speakers
1 identifiedMore from Fashion & Founders The Podcast
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