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  3. Social Currency with Sammi Cohen Podcast
  4. 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

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