Show Notes
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.
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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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