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E4 in an exclusive interview: Matilda Djerf is a Swedish creator-turned-designer, who in three years has built a clothing brand with revenue of $35 million, 4x-ing every year, with a high profit margin and almost no external financing.
In this episode, we break down the dynamics behind Djerf Avenue, Matilda's start on social media, and how she transitioned from creator to entrepreneur. We also cover what it is like to work with your life partner, the dark times Matilda has gone through in her life, and what her life is like today.
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Instagrams
Gustaf: / gltore
Sequel stories: bit.ly/42eR4eu
Matilda: / matildadjerf
Spotify: spoti.fi/3m1YCBf?r=lp
Apple: apple.co/3KDy5DF?r=lp
About the American Express Platinum Card: bit.ly/3FsJVh1
Villkor gäller. Nom.ränta 17,99%. Eff.ränta 28,30% vid utnyttjad kredit om 140 000 kr
/ 12 mån. Tot: 172 870 kr. Medlemsavgift 650 kr/mån. (April 2023)
Topics:
00:00 Intro
01:51 Fan art and Matilda's origins
04:29 Getting started and taking a leap
07:18 Growing up in Sweden and moving to the US
09:48 What Matilda's challenges in the early days have meant
11:56 Matilda's make-it-or-break-it moment
14:29 Strategy behind the growth?
15:22 Mistakes when getting started as creator
16:56 Why the interest from US and Australia?
18:13 Personal life and mental health
20:25 Where is the social media game heading?
24:25 The industry issues that led to Djerf Avenue
25:58 Step 1 and the dynamics behind the business
31:03 Dining experiences in the American Express Platinum membership
31:58 Production, back-end and supply chain
34:20 Djerf Avenue's income numbers - 4X-ing every year and self-owned
36:37 Building the Djerf Avenue team and the personality trait they're looking for
40:09 What Matilda has learned from Djerf Avenue
42:45 Djerf Avenue's differentiation and is there a secret sauce?
46:10 Matilda's advice for starting a business with your partner
48:32 Why TikTok is crazy about Matilda’s hair
49:39 Matilda’s and Gustaf's advice to themselves
54:35 Matilda's wedding dream performance, and learning languages through music
56:05 The best compliment Matilda ever received
56:43 Thinking forward: a move to the US?