Absolutely loved this ep! Matilda is one of my favs, always seems so down to earth - HSR Angel
Matilda Djerf sits down with Maggie Sellers Reum to share the highs and lows of being a public female founder and what she really wishes people knew. The now 29-year-old opens up about what type of leader she is now after explaining what really happened at Djerf Avenue, what it was like knowing the article was coming months in advance, and how she handled the pressure of protecting a $36M brand in real time.
Matilda shares the full founder playbook. From landing culture-defining collabs (including Frankie’s Bikinis and Sofia Richie Grainge) to building a brand that people line up for, Matilda breaks down how to secure your dream partnership, protect your team, and keep scaling when the internet is loud. Plus: Scandi-living, her upcoming wedding, and yes, the iconic hair.
What We Cover:
From small-town Sweden to global fashion icon, her journey started early and shaped her path
Building a personal brand and turning Djerf Avenue into a cultural force
How the creator economy has evolved and what actually drives success today
A behind-the-scenes look at scaling the brand through collabs, celebrity ties, and retail growth
Reflections on Swedish culture, ambition, and why traditional work-life balance doesn’t exist
An inside look at the Djerf Avenue scandal and navigating pressure and public perception
Insights on relationships, money habits, and what’s being manifested next
Today’s Podcast Uniform
01. Leather Top
Like my outfit from Founders House last week, this Dolce & Gabbana top is rented from Shop Sosko, my favorite designer vintage shop in LA.
02. Jeans
My constant go to jeans.
03. Earrings
Wearing this pave gold studs today! (they’re 15% off)
What’s in My Bag with Matilda Djerf
A mix of comfort, beauty, and everyday essentials. I always bring something from home (my dog’s toy), plus lip products I rely on, including Summer Fridays and Rhode. My wallet holds the usual, along with a baby photo I jokingly use to win arguments.
I keep practical staples close: an eyelash curler, fave lip liner, wipes, pimple patches, a comb, mints, electrolytes, hand cream, sanitizer, and supplements.
There are also personal touches, like a photo strip with Rasmus, my fiance and business partner, and a digital camera for capturing the moments I love.
Hot, Smart, Rich Tips
For me, weight lifting is a non-negotiable because it builds both physical strength and confidence, outfit repeating is a core part of my style because it creates consistency and keeps things effortless without over consuming, and investing in the stock market is one of the smartest ways I think about building long-term financial security and independence.
Favorite Part of the Conversation
Honestly, I enjoyed every part of the conversation. It felt very well-rounded, and I loved
how we were able to touch on so many different aspects of life—it made it feel both
meaningful and personal.
About The Guest
Matilda Djerf - Influencer, Content Creator & Co-Founder of Djerf Avenue
Matilda Djerf is a Swedish entrepreneur, content creator, and fashion visionary best known as the co-founder of Djerf Avenue. With a strong presence on social media, she built a global community by sharing her personal style, lifestyle, and values centered on confidence and authenticity. Her approach to fashion emphasizes timeless design, inclusivity, and comfort, challenging fast-fashion norms.
Driven by a desire to create a brand that reflects her aesthetic and principles, Matilda co-founded Djerf Avenue in 2019. The brand quickly gained international recognition for its minimalist yet distinctive pieces, as well as its commitment to ethical production and body-positive representation. Under her leadership, Djerf Avenue has become more than just a clothing label—it represents a lifestyle rooted in self-expression and empowerment.
Matilda continues to inspire a new generation of consumers and entrepreneurs by proving that a strong personal vision, paired with genuine connection, can shape a globally influential brand.
About The Host
Maggie Sellers Reum - Entrepreneur, Investor & Podcast Host
Maggie Sellers Reum is a cult-followed entrepreneur, investor, and media founder redefining how women build wealth, power, and ownership. She is the CEO co-founder of Hot Smart Rich (HSR), alongside Katie Sellers. HSR is a modern media platform at the intersection of business, culture, and money.
At the centre of HSR is its breakout podcast, one of the fastest-growing business shows in the U.S., surpassing 3 million downloads. In a category where only 7% of business podcasts are hosted by women, HSR has emerged as a cultural force reshaping conversations around money, investing, relationships, and modern female ownership, powered by a highly engaged global community known as 'HSR Angels.'
Beyond media, Maggie is also an active investor through HSR Ventures, backing companies driving better outcomes for women, including Bird&Be, Allara Health, and Locker. By pairing capital with storytelling and distribution, she helps founders unlock visibility, strategic partnerships, and investor demand.
In 2025, HSR secured a landmark seven-figure investment from FlightStory, the global media and investment company co-founded by Steven Bartlett, accelerating its mission to become the defining female ambition brand of the next decade.