How did Matilda Djerf go from posting outfit photos in her bedroom to launching a global fashion brand in Selfridges? In this episode of Ladies Who Launch, she sits down with Rochelle Humes to reveal the reality behind the "influencer to founder" pipeline.

They pull back the curtain on the reality of the "influencer to founder" pipeline. Matilda opens up about the early days of building her profile online, the vulnerability of sharing personal struggles with millions of followers, and exactly how she launched Djerf Avenue with a lean team during a global pandemic.

In this episode, we cover:

• How Matilda recognised the opportunity to build an online profile
• The balance of sharing personal struggles while building an online profile and running a business
• Launching Djerf Avenue with a small team during the pandemic
• How to hire the right people who protect your culture
• Knowing when to step away and hire for the role of CEO
• The journey to launching Djerf Avenue in Selfridges

If you are an aspiring founder or content creator, this conversation is a masterclass in staying true to your vision while scaling a business.

We Are Ladies Who Launch!

CHAPTERS

00:00 Introduction to Matilda Djerf

06:49 Early Influences and Aspirations

13:59 Discovering Social Media

16:21 Building an Online Presence

20:58 Transitioning to a Full-Time Influencer

30:14 Founding a Business

30:47 The Birth of Djerf Avenue

34:46 The Big Idea: Starting Our Own Brand

44:35 Navigating a New Business in the Pandemic

48:28 Building a Strong Team

52:58 Hiring a CEO

58:03 Entering Retail: The Selfridges Launch

01:02:24 Balancing Personal and Professional Life

01:04:00 The Importance of Authenticity and Brand DNA

01:09:07 Future Plans and Exciting Collaborations

01:12:09 Rocket Round: Insights and Reflections

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FOLLOW MATILDA

Instagram: https://www.instagram.com/matildadjerf/

TikTok: https://www.tiktok.com/@matildadjerf

DJerf Avenue: https://www.instagram.com/djerfavenue/

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