Matilda Djerf: What Really Happened at Djerf Avenue (how I protected a $36M brand as it went public)

12:18Maggie Sellers Reum:So yes, like people want to know who's behind the screen. They want to get to know you. They want to form a relationship with you. And I think that you can obviously do that in different ways. But yes, I think that people do crave that kind of deep relationship and like the need to just get to know people a little bit more. Yeah.

12:35Matilda Djerf:Do you have boundaries with that, though? You're like, I'm willing to go all in on these parts of my life, but this part of my life is just totally off base.

12:42Maggie Sellers Reum:Yeah, I have boundaries. I didn't have boundaries before starting out and I think that I have gotten better. But I also think that I kind of got to the point where I felt like I was giving away so much of myself at all times that I never had anything just for myself. So yeah, I do like with my family, with Rasmus, like I do keep things a little bit more private while also sharing the things that, you know, I know that my community enjoys.

13:05Matilda Djerf:Hi, Angels. Did you know that subscribing to our channel is free? and it's the simplest way that you can support our show and help us grow. If you do this, we can bring you even more of the content and the guests that you love. All you have to do is just hit the subscribe button below. So please, if you wouldn't mind, subscribe to the channel and thank you. You to me became a household name and I don't really remember like what year that was, but I just remember being like Matilda Jurf and it wasn't just the hair. It wasn't just the style. Like you were setting trends across everything that you were doing with your life.

13:44Matilda Djerf:Was there a moment that you realized like this is not just like me sharing my life? This is maybe not in your mind becoming a household name, but like building a brand that is living beyond a specific niche.

13:59Maggie Sellers Reum:I don't know. So much of what I do just comes from pure passion and I love it so much. And I just genuinely enjoy what I get to do every day. and like you know the setting trends and all those things I just I've never really thought about it that way but absolutely like after the pandemic I remember traveling to LA and we did our first pop-up here and I think that was like the first time that I was like what is this like what the actual like because I you know I was driving down I can't remember what street we were on but it was in like West Hollywood where the pop-up was and I was so nervous I was like nobody's gonna show up who's gonna show up because also we had been you know in Sweden through all the pandemic my mom was in the high risk group so I was like social distancing like practicing all those things so I hadn't really you know I hadn't met customers and then being in LA and doing that pop-up and seeing everybody show up that was very like what is this how many people do you think came I don't even know but it was insane like it was the best time and I also think it was right after the pandemic I think we were all just like craving that human connection and like meeting in real life and like people were lining up in their blazers and like midsummer it was so hot outside and we had a bluestone lane at the corner of like that street and it's sweet because now we work a lot with bluestone lane but that was like the first time I interacted with that brand and you know like everybody was buying coffee from them and like coffee cups all over the street and I was so nervous I'm like oh my god we're literally like what do we do we have to clean up and I was so like everything was just so new and it was the first time doing something at that scale and it was just like the craziest thing.

15:35Matilda Djerf:Do you think that's because it was like part this Scandinavian lifestyle that you had birthed into like more Main Street culture? Yeah. How would you describe Scandinavian lifestyle? Intentional.

15:49Maggie Sellers Reum:Okay. Slow. In the sense that I think that we prioritize our well-being and our health and setting boundaries in a way that like, you know, some other cultures maybe don't because it's very like go go go I mean I'm I can't speak for all Scandinavians but if I look at the ones that are like close to me like nature you know like yeah intentional slow boundaries nature gratitude it's so funny because when I started dating my husband

16:19Matilda Djerf:I had this saying that was like I live a slow life in a fast-paced world and it's so hard to do that in practice in a place like LA or New York. I feel like when I look at your Instagram on a Saturday morning, it's like everything I dream of. What is a day in the life living a slow life in a fast paced world, like Monday to Friday?

16:40Maggie Sellers Reum:A lot of times also people ask me, like, what's the, like, how do you balance it? And I want to start off by saying I haven't found the perfect balance of it. I work a lot. And I think that on my social media, like I, I think sometimes maybe it comes off as me just having full control of my balanced life. I really don't. But for me, balance is like also making sure to prioritize myself. So it's I wake up early. I'm a morning person. So preferably at five, you know, drink my morning coffee. I do that like in the stillness and the quietness. It's just I'm the only one awake. Rasmus and Rufus, they're like dead asleep.

17:14Maggie Sellers Reum:They're not even like they don't know that I'm awake. I love doing my little like journal that for me is such a huge part of like keeping a balanced lifestyle but then you know yeah I'm at the office eight or nine I'm there until six and then like throughout the work hours I try to you know like because I have Rufus I do my lunch walk with him I try to get air whenever I can I try to move around it's just setting time for myself with this Scandi life I feel like you

17:43Matilda Djerf:really did popularize it. Like I had not really seen it. You're one of the most Pinterested girls with this aesthetic. What did it start to feel like when you saw this Scandi lifestyle expand like other people that were doing stuff? Very similar to you.

17:58Maggie Sellers Reum:You always want to go back to being authentic to yourself. And I think there's always ways to be inspired by things, but then making it to your own thing. Like, let's say you're a brand in the US and like you like the Scandinavian lifestyle, you know, like doing that in an American way is also so exciting and fun to watch as a Scandinavian. So I think it's, you know, how it's always just like you want to be inspired, but you also want to make it your own thing. I'm happy that I inspire people. I never thought I would. Growing up, no. Why? I've always been very much like my own person. Like I've always known what I want.

18:29Maggie Sellers Reum:I've always been very like I had my own style when everybody else was wearing, you know, I don't know, like a floral dress. I was like my mom. I was in like jeans and t-shirts and boots or like when we live in the U.S., everybody wore their, you know, whatever they were wearing and i like went to target i got my little like healed boot and i wore that with my like purple lace tank top and like bracelets all up my arm so i think that i've always been very like i'm myself i am who i am and i i won't apologize for it this also kind of goes back to like growing up in sweden so in sweden we have this thing called jantmannslag jantmannslag yeah it's essentially like everybody's worth the same like we're all the same like you're not allowed to be a little bit more successful.

19:11Maggie Sellers Reum:You're not allowed to, you know, be a little bit more than somebody else. So I think that growing up in Sweden, that is very much like instilled in you. Like everybody's always just like talked about it. And again, like growing up in a small town, if you're doing a little bit more than everybody else, you're kind of reminded of that kind of social code. So I think that, you know, when I started even like social media, and then when I did get on the Forbes 30 on a 30 European list, I didn't really celebrate it enough. And looking back at like the early years of jerf i also wish that i celebrated more like i wish that i would have just like applauded myself a little bit louder and just be like fuck yeah you did that matilda but it's like you said i think that also like success is such a in sweden it can kind of like be like a word that you don't want to touch because everybody else kind of shames you if you touch it because you're not allowed to be better than anybody else and i think that like the recent years, I've kind of more been so that I'm like, but I did this.

20:07Maggie Sellers Reum:Like, I did this. So yes, I'm allowed to be really proud of myself. I'm allowed to celebrate it. And I'm also allowed to be loud

20:14Matilda Djerf:about it. Where are you at as 29-year-old Matilda in terms of like owning what you've been able to build? Because it's incredible.

20:22Maggie Sellers Reum:Honestly, right now, I'm very much like, I did this, period. period and I'm really proud of what I built and I'm really proud of what Rasmus and I have built together and I'm really proud of what our team has accomplished and being able to do all of these things while still being in Sweden and being a fairly like small brand in terms of everything really but still being able to have such an impact it is something that I'm really really proud of

20:48Matilda Djerf:I want to hold sounds for that for a second because I can actually feel it inside of you and there's a difference with just like saying it yeah and there's a difference with like feeling that energy in the room and I really want people that are listening to this to like absorb that I have like chills listening to you say that. Did it take you a long time to get there? Yeah, it did. Period. No, Matilda, it's not a full sentence. We're going to go there. What do you think you had to do to get to a place where you were proud?

21:21Maggie Sellers Reum:Honestly, I think I also had to own all of like the hurdles that I've been through. I think I've have to like own so much of myself and everything that I've been through, all the highs and all the lows and all the work that I've done on myself and, you know, with myself. And I think like being able to sit with myself has really gotten me to the place that I'm so proud of everything that I've done. I really believe in working on yourself. Like I see my therapist every week. I love my therapist. I love sitting down with her every week. And some people are like, what do you even have to say every week?

21:51Maggie Sellers Reum:Girl, so much. There's always things to talk about. And I always want I just be a better version of myself. I always want to evolve. And if I ever get to a place where I stop evolving, that's not, that's not where I want to be. And the mission that I'm constantly on is making sure that everybody feels good about themselves and making sure that, you know, if I just look at like my running my company and our customers, putting the customer front and center, making sure that they feel good in what they're wearing and in, you know, how they're showing up and in what they're seeing around in the world, period, again.

22:26Maggie Sellers Reum:That is a full sentence. I feel like that really was a long sentence.

22:31Matilda Djerf:It's perfect. Okay, so it's 2019. You're Matilda Durf. You're about to launch your brand.

22:37Maggie Sellers Reum:Why? So I came from a background of working with Instagram and doing modeling jobs and also doing design collaborations for other brands. And I loved it. I thought it was the most fun thing in the entire world. I didn't love modeling. that was more kind of a thing that I did to make money and to be able to fund my trips. Because when I did the modeling jobs, I started doing them when I was in Bali with Rasmus and we were traveling. And then I got back home to Sweden and this company, like one of the bigger Swedish like e-com companies booked me. And I was like, OK. It was so fun because that campaign was with Rocky Barnes.

23:12Maggie Sellers Reum:Love. And at that time, that was like, I mean, I would have been like, I don't know, 19 or 20. and I was like oh my god Rocky Porns like what do you mean like I was that for me felt so huge I had never modeled before really like I I didn't know what I was doing but I was like yeah I'll do it and that's kind of been my mentality always like I don't have you know education like I went to high school but after that no more education I haven't had any like proper you know real jobs in quotation marks but I've always just been like of course I can do it Like if I set my mind to it, I can do it. So I was like, I'll do the modeling jobs.

23:47Maggie Sellers Reum:And then when I got the design collaboration requests with different brands, I was like, yeah, of course I'm going to do this. Because again, I always like always love clothing. I always loved the stylist in my family. I would always like style my friends. So it's just my way of expressing myself. But then through all of these things, there were so many things that I saw that didn't really align with what I believed in and what I thought was important. Things like, you know, heavy editing. Like I remember doing one job in Italy that was also, mind you, the worst job I've ever done. It was being a photographer.

24:19Maggie Sellers Reum:The photographer was so sweet, but we were shooting for this brand. And I think we shot like, I don't know, like 60 looks on location in Positano. And we were like running up and down all the stairs. It was awful. It was so hot. And then when I saw the photos, they had edited me probably like three sizes smaller. Like even my neck was skinnier. And I was like, I did not know that you could even like edit a neck skinnier. I didn't know that was a thing. And I just remember seeing those photos. And I came from a background of an eating disorder. And I remember seeing those photos. And I was like, this feels horrible.

24:52Maggie Sellers Reum:I felt so bad. I felt so bad about myself. I felt like I wasn't good enough. And when you're at that age of like 19, 20, like you're just kind of like entering the adult world. And for me, I was just seeing so many things that I, that it didn't sit right with me. Like it didn't make me feel good. same with like you know when I started with like the influencer parts I was like why are we not inviting the customers into the room like why are why am I invited to everything but why aren't the customers invited like are we asking the customers what they think about this all of these things kind of like form the why for me and I kind of just felt like I think that I can create a brand that makes people feel good and that makes you know that puts the customer in the center of the room?

25:35Maggie Sellers Reum:Like, how do we make sure the customer is always seen, always celebrated? And how to make sure they're always in the room? And it wasn't about, you know, because everybody talks about like the gap in the market, you know, you need to find a gap in the market. There's not a gap in the market for the fashion, like in the fashion industry. There's so many brands. So it was never about finding a gap in the market for me. It was more so about like really believing that we could bring something new to the table where the customer was front and center of every decision that we took.

26:02Matilda Djerf:But it's really hard to separate yourself from that, right? Because it feels like I can see the energy. It's like that's Matilda as much as it's Drift Avenue. In your mind, was there always a segregation or were they always interlinked?

26:15Maggie Sellers Reum:They were always interlinked. Drift Avenue is, it's me. Like it's an extension of myself and my values and what I believe in and what I want for the fashion industry. And I think that even like when we started 2019 and even more so today, consumers also want founders to be shown like they want to get to know the people behind the brand and I think like looking at myself and my shopping kind of you know habits like I go on a website and I hate when I can't find information about like materials or factories or like sizing so for Drift it's always like we link to the factories we do interview with every like with the people who work at the factory we talk about how to take care of the materials we you know we tell people, this is where we found the yarn.

26:59Maggie Sellers Reum:This is, you know, where the fabric is from. This is how the fit is. Like you'll find photos from extra, extra small to triple, extra large on each of our products. And when I shop, that's what I want. Because I think that consumers also deserve all of that information. They deserve to know.

27:14Matilda Djerf:I even like when I can see the founder, like when I see a brand and I don't know who the founder is and I'm like, who created this brand? What is their why? It brings me back to like when we were kids and you learn that Victoria's Secret is owned by a bunch of men. Like it has actually nothing to do with women in the corporate work space or like anything to actually do with what they're selling to. So even for me, I like to see who is behind this brand. Obviously there's risks to that. There's like, you're so tied to your brand. Was there and is there a plan where you can like start to separate yourself from the brand a little bit more where it can like live on without you one

27:55Maggie Sellers Reum:day for me it's like yeah I want your family to stand on its own two legs but I am the founder and I am like the chief creative officer I think that I just like our community and our customers they want to see me involved but also I mean we have a lot of people who don't know who I am and that makes me happy like when you know when we do a pop-up and I help someone and they're like Like, okay, like, do you work here? And I'm like, yeah, I work here. Like, I'll help you with the sizing. Or somebody, like, comments to you, like, oh, who's the model? And I'm like, oh, it's me. Like, I love that. That gets me really excited because that means that people have found York Avenue, not through me, but through another, you know, like, well, somewhere else.

28:34Maggie Sellers Reum:So I think it's a question that gets me really excited, but also it's such a big question.

28:39Matilda Djerf:And I feel like so many people are tackling it right now. Yeah. Even Hailey Bieber, to a certain extent, is so tied to Ro. Like, although it is separate, it's also not a thousand percent completely separate. You were the first person that Rode ever collaborated with. Yeah. How did that come to be?

28:58Maggie Sellers Reum:That was so fun. By the way, like, that was such a fun collab. Hailey reached out to me. She sent me a DM. Did you freak out, first of all, when she reached out to you? Yeah. I was in a board meeting, and I, like, usually I don't check my phone when I'm in meetings, but I don't know. I think we had, like, a break or something. and I was on my DMs. I'm always in my DMs. And I was in my DMs and I was like, Haley, and I was like, oh, what's this? And I just, it was like, oh, you know, like we da da da, like it would be so fun to do something like this collab, yada yada. And I was like, the fuck? Also, I was in a board meeting.

29:29Maggie Sellers Reum:So I couldn't like the people around the table, like if I told them, they would have been like, okay, what do you mean? I just wanted to be in a room where I could tell people who like understood. But also it's like, you don't tell people at that stage because you don't know if it's going to happen. And it's everything is like so secretive but yeah I freaked out of course I did I mean this must have been like 2022 maybe like fall 2022 and then it came out winter 2024 so it was a long time in the making it was really fun the team like Lauren, Kelsey, Taylor they're all the best and they just made the experience really fun and obviously Hailey's amazing like working with her was really special so it was just such a fun collab.

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32:16Matilda Djerf:What are some of the things you learned from Haley doing that collab as like the creator side that you now take to Drip Avenue?

32:22Maggie Sellers Reum:Why I really love Road and why I really loved working with them, because they also really prioritize every single detail. Like they go into the nitty gritty, like nothing is left to coincidence, like everything is so thought out. And I think that really makes the difference when there's a sea of just like skincare brands and beauty brands and fashion brands. So I really love their attention to details and how perfect and, you know, immaculate everything is. Even, you know, like the campaign that we did that was like, you know, kind of like the Christmas vibe and like the hair and the colors and how that tied into like the PR box that we did.

32:59Maggie Sellers Reum:Like every single detail was just so perfect. And I love brands that really pay attention to details.

33:06Matilda Djerf:That shoot will forever be ingrained in my head. It was like so iconic. Yeah. How is it working with two creatives? Like you obviously have such a creative vision. Haley has such a creative vision. How do two creatives like that collaborate so successfully?

33:22Maggie Sellers Reum:I think it's successful when you let, you know, the other person be creative. And when you kind of like play with it, I think that when you trust the person that you're doing something with, that's when a collaboration becomes really beautiful and really successful. Because you have to have that mutual trust and that mutual confidence in each other. When you did a collab with Sophia Richie Grange, how did that come to be? so we have a mutual friend and i believe i don't know why but i think that me and my mutual our mutual friend we were like talking about sofia's love for pjs and i started i sent her pjs and she loved them and my our mutual friend she reached out she was like she want new pjs i'm like yeah i'll send her whatever she wants she got the new pjs she loved them and then it was actually rasmus my business partner and fiance he was like we should really do a collab with her and I was like yeah do you think it's possible he's like yeah of course it is like we can do this so I reached out to our mutual friend and asked her like can I ever contact information and then we just asked her and we made it happen it was a really short like the turnaround I think we must have reached out to her in like May and the collab came out in like November so it was very quick and it was so much fun it was like the we did a holiday party here in LA and the party was so beautiful like again the attention the detail like we had a dessert table and we had this like big gingerbread house that was a copy of the house that we had rented for the party and it was just like so magical and the drop went so successful how do you know if a drop is going to be successful with a certain person you kind of like see it right away like you start teasing and then you see the feedback from the consumers right away and that's how you know if it's going to be you know a good drop or not it's even like the same like I always wear like jerk samples and I always say like I always you know because I wear jerf all the time and then I'll post it in my stories and if I get a question like I wore this cardigan the other day and I posted it and people were DMing me like where's the cardigan from then I'm like yes because then it's jerf and then I know

35:22Matilda Djerf:that people like it but then it's almost too late because if you're only waiting and oh yeah yeah have you ever done a collab with someone where you put all of this money R &D into it and then it drops and it doesn't go anywhere no the top two collabs um that's coming to mind right now

35:39Maggie Sellers Reum:For Jerf, that was definitely like Frankie's Bikini, Sophia, and then MEJ. And all of those went really, really well. And I think that when we do collabs, it's usually from like a gut feeling. But I also always say that a gut feeling is collected data throughout like previous experiences that I've had. And like through different things that I've seen and like the DMs and everything. So I feel like gut feeling is also data.

36:01Matilda Djerf:You know what word I love to use for that? Momentum. like I truly feel like when I've looked at brands and studied them the ones that are just like the they just have this momentum about them that is like you can look at it qualitatively and quantitatively and be like oh this is like something that's coming up yeah are there a few people and or brands that you're watching right now that you're like those brands or people

36:25Maggie Sellers Reum:have momentum recently just got back on tiktok I deleted the app for a very long time because I was just like I can't do it now my TikTok I'm just seeing a lot of Chrissy was on your podcast the other the other week the other month I love her by the way no same she's an absolute icon and she's so incredibly sweet like we've had we've actually never met but we have a really like we've texted back and forth like when I've gone through things like I've been able to text her like she's so incredibly supportive and I really feel like they're having this like moment right now where I see them all over my TikTok and I'm like living for it I'm like yes girl are we gonna manifest a

37:00Matilda Djerf:Jurf Avenue Times Otter Collab. How cute would that be?

37:03Maggie Sellers Reum:Like imagine a pair of just like like a little summer berries, tiny, tiny micro sport bra. I'd die.

37:11Matilda Djerf:I would be the first to sign up for that. And I don't even live for this like drop model. Like I've never been that girl that's like 9am I'm purchasing stuff. But like I would 9am be purchasing that. I would make sure that you would have a haul. So you wouldn't have to, but yes. Thank you so much. With Chrissy, this woman, I can tell you everything you think she is online, she is 10x like that offline. Like, she is texting me just like when Hailey Bieber reposted Hot Smart Rich in her stories the other day. She's like, yes, girl, get this. Like, this is you. And I'm just like, there are people that you meet that are such girls, girl.

37:48Matilda Djerf:And I got to say, she is one. I've met quite a few of them actually on this podcast. One of my favorites is Valeria Lipovetsky. Oh, yeah. And I love when we talked about this on the show. She talked about celebrating her failure of her clothing brand, Valeria Inc. She was like, it just wasn't for me. I realized like my sweet spot is content. I popped a bottle of champagne to celebrate the closure of my brand. And I think it was so brave and so honest. And it did make me really think about the brand that like have had so much success and then the ones that just like don't work as someone who has a successful brand and also the content arm, what do you think separates the ones that end up working from the ones that like could work but just don't?

38:34Maggie Sellers Reum:Honestly, I think it's like kind of like the why and the purpose and the passion behind it. And I think that obviously like you start a company for so many different reasons. And, you know, some will start a company just to make money. Some will start a company because they want to change the industry, like whatever it is. But I really do think that like if I look at the space where, you know, that we're in, not the fashion space, but more so like the founder led brands and like in the social media space. I really do think it's the brands that make it are the brands with like the really strong why and the really strong purpose.

39:06Maggie Sellers Reum:Which brings me to what I was going to ask you.

39:10Matilda Djerf:You have a why and you know how I know that because you've been through some shit. Yeah. And you are still here. And I'm actually not going to call it the elephant in the room because you came on here today and you were willing to talk about that and I think that says so fucking much about you and I respect it can we talk about December 2024 yes take me back this goes out to the news where are you how did you feel I am in a

39:39Maggie Sellers Reum:rented house in Sweden I'm trying to figure out the name of the place but I can't because I was very I was like we were actually driving on like the highway and like the intersection like where drive off the other, I think it was like a year ago now. And I was like, this is actually really traumatizing for me to see this. But now I'm, it's not traumatizing anymore. So, but yeah, I was in a house and I call it the glass house. Okay. Because the house was just like glass. It was like I could see out and there was a lake and there was the woods. And I obviously did not feel good, but I knew it was coming.

40:11Maggie Sellers Reum:I had known since August. You did know it was coming. Yes. How did you know that? Employees and former employees reached out. and said, I did this? No, they said a journalist has reached out to me, and they're writing an article, just so you know. So a lot of former employees and a lot of employees reached out.

40:33Matilda Djerf:So you had some time to kind of, like, come to terms with this? Oh, yeah, and we were in contact with the journalist. Like, we were speaking to her. This is new information. Okay, so you're in December, but you've known about this since August. Yeah. Okay. So what happened that day?

40:48Maggie Sellers Reum:I mean, I was logged off. I was with my people. I was with people that I trust. And then, you know, we had a team who worked with everything. But I was very much like logged off that day.

41:03Matilda Djerf:Did you have like a few months of just like that pit feeling and then it was kind of over once it came out? Or how did you like actually feel when you knew that it was out to the public?

41:13Maggie Sellers Reum:Look, obviously, it was very difficult. But because we knew that the article was coming out, I had had time to sit with myself and to sit with it and to sit with the team members. Everybody in the company knew the article was going up. Everybody was informed. We had informed everyone months ahead. So we had already had those conversations. So more so when the article came out, like, yes, I am a human being. And I went through a really difficult time. like when that came out but also I'm a founder and I'm a business owner so I had to show up so the article came out on a Friday I was in the office on like Monday or Tuesday I can't remember the exact day for us like for Rasmus and I the number one priority was just everybody within the company how do we make sure we take care of them how do we make sure they feel good about you know where we're at right now and how do we make sure they feel good about going on Christmas like the holiday vacation because that was coming up.

42:13Matilda Djerf:Was it helpful to have Rasmus as your partner in life, like going through that experience? Both yes and no.

42:19Maggie Sellers Reum:One aspect of it was like, we're founders together. So we both have to go into this like founder mode. And when the article went live, when everything happened, like he was in the founder mode, like he was not, he didn't have time to be, I mean, I would have wished for him to be at home with me at that time, obviously because at that time I was just this small girl like it felt like I was a tiny little kid um but I also as a founder I also wanted him to be at the office with everyone so yes and no I wish that he could have been with me of course because I was going through a really difficult time but more so I really wanted him to be at the office when you were in that moment and I'm sure

42:56Matilda Djerf:your head is going like a million different places how did you recenter your brain

43:03Maggie Sellers Reum:again like i've done so much work on myself throughout the years like i started seeing a therapist when i was a teenager and i was going through my eating disorder and my self-harm and then i had a period where i didn't see a therapist and then i started seeing a therapist again and i like i said i see my therapist every week i did so that fall as well and i think i just got a lot of tools from her and she said one thing that really stuck with me and i'm trying going to translate it into English now. Like in crisis comes development. I always say in crisis there's tons of opportunity. Yeah so it's kind of the same and for me that saying really stuck with me and kind of like when those spiraling thoughts came and you know when I was like really deep in it I just always told myself that and it honestly like it's still like one of those things that I say to myself today that I really, really like, I find so much strength in it.

43:58Matilda Djerf:I feel like even dealing with my own situations and as any 30-year-old, I think in your life, whether it's work-related or friend-related or whatever, you're going to deal with situations where like there's context and nuance that's needed to like every single situation. Has there been parts that you feel like haven't been given context to your story as like now the 29-year-old Matilda Jurf?

44:22Maggie Sellers Reum:I mean, absolutely, yes. But I think it's also like, I don't think people are very interested in context. Like, I don't think that's, I mean, people have, you know, you'll always be a different version to the people you meet. Like, I will be a version of myself to one person that I meet and another version because people reflect what they think and what they're going through on you. So I think that yes, absolutely. I mean, I was on this other podcast and I was talking about the 2020, I went through an ectopic pregnancy. And looking back, that was like, it was the middle of summer. We weren't a big team at the time.

44:55Maggie Sellers Reum:I don't know. Maybe we were like six or something. And, you know, it was like peak everything. Like, you know, we had just started the brand. No, we weren't even six. We were like, I think we were four people, including Rasmus and I. And I just remember going through the ectopic pregnancy. and I remember afterwards and I it was awful and you know for so many different reasons and looking back I really wish I allowed myself time to heal but again like the business owner and the founder in me just kind of like took the front seat and like I didn't allow myself to heal and there were so many things that happened that has happened in my life like I remember a year I think this was like 2022 and 2022 was our massive growth year but that year my grandpa ended up in the hospital and my grandpa is one of my like best friends and I remember I was in a meeting he my mom calls me and she's like it's very very bad he's in the hospital and I remember taking I was like okay I'll drive down to my hometown it's like a four-hour drive but I continued the meeting I continued my day instead of just like knowing to set those boundaries and to be like okay Matilda you're allowed to go home like you don't have to show up every single minute of every single day and if you can't show up as the version that you want to show up as like maybe it's better to just go home like at a time like that when I'm so sad obviously would have been better to go home but I stayed and like there's been times of things that I've gone through and I look back and I'm like dang I really wish I showed myself more grace and I wish I was just like kinder to myself.

46:27Matilda Djerf:Do you think that being the leader that you are today you had to have gone through what happened to become the Matilda Durf that you are as a leader today?

46:35Maggie Sellers Reum:Yes, but I never, like, I never want anybody to feel bad.

46:40Matilda Djerf:Your response felt very intentional. Was there, and this is funny coming from me because, like, I am such a protector. Like, I can already tell when the first video comes out where there's a different side of the story, Like my reaction is like immediately to like protect and defend and like it's going to be hard for me to like sit in something else and sit in other people's experiences and be able to listen to that. I feel like it takes real restraint to come out with like a very intentional and very like honest response like you did. Where did that come from?

47:25Maggie Sellers Reum:Wanting to show up for my community. and I don't think, like, looking back, I think I could have done it a million other ways, but at that time, I was just like, how do I reach my community here and now? Like, how do I make sure that I'm still showing up for them? How did you do that? I continue to just push through. Like, I continue to show up at the office. I continue to show up on my, like, Instagram. Yes, I stopped with TikTok at the time, because for me, like, TikTok or any, so, like, any form of media that I do, I do need to enjoy it because if I don't enjoy it, it's not worth it for me.

48:00Maggie Sellers Reum:So with TikTok, I was just like, this is not fun. So I just didn't really want to do it. TikTok has never been my like form of content. I've never been a TikTok girly. Yeah. I'm very much more like Instagram.

48:13Matilda Djerf:Yeah.

48:13Maggie Sellers Reum:But yeah, so for me, it was more like I'm going to continue to show up for them. I'm going to continue to reply to my DMs, which I've always done. I'm going to continue to post for the people that do want to see it. And like, I'm going to continue to go to the office so you'll show up for our team members. I'm going to continue to work on myself. Like I would, I just felt like I'm going to continue. I'm going to continue to push through.

48:34Matilda Djerf:That is honestly like something that like takes so much strength. Like I don't, when things are going on in my personal life that are like hard for me to deal with, to even show up online when it has like nothing to do with my personal life is actually very hard for me. Is that something you think that was like innately in you or that is something where you were like, I have to do this and learn this as I'm going?

48:58Maggie Sellers Reum:Yeah, I think I have to do this and learn it as I'm going. Because for me, sometimes I'll wake up and I'll be like, dang, I really wish I wasn't a part-time influencer. Like, I wish I wasn't a founder-led brand. Like, I wish that I could just kind of wake up and not share every part of my life or even like bits of my life. But I've kind of just, you know, I've decided like, it's my own decision that I'm working with what I'm doing. And I love my job, like I said. So I'm going to continue to show up. And I think that also like showing up, it'll look different throughout my years and a half look different throughout the years.

49:32Maggie Sellers Reum:And it'll continue to look different, but I'm going to continue to show up. How do you feel about the situation now? I mean, I feel really good about it. I feel really, I feel very secure in myself and I feel very secure and you know how I lead and how I show up at the office and again like it comes back to me setting those boundaries and also it comes back to me knowing that I'm not perfect I'm really not and I probably will never be perfect and like I said I always want to continue to be a better version of myself but I think that being a leader you can't be expected to be perfect you know I will continue to show up and I will continue to learn as I go but I do think that so much of what I've gone through has definitely made me a better leader.

50:19Maggie Sellers Reum:Also in terms of just like knowing, I think that I found more so a confidence in what a good leader looks like for me. What is that leader like? That leader is, so just to give some context, like before I really thought being a good leader meant, you know, like I need to be available at all times. I need to like, no matter what I'm going through, I need to show up at the office. I need to be the first one there, the last one to leave. I need to you know if somebody calls me in the middle of the night like I have to pick up I have to know everything so if anybody wants help I need to be able to jump in and being a hands-on person is not equivalent to being a good leader and I think that throughout the years of running the company I have learned that for me being a good leader means that I'm available when people need me to be but not at all times being a leader means a lot of different things, but that's a very short answer.

51:13Matilda Djerf:Did you have exposure to entrepreneurs like when you were growing up? Are you like the first entrepreneur of your family?

51:20Maggie Sellers Reum:Yeah, I am. I did not have exposure to it. And I did not have exposure to any sort of like running a business or, you know, like self-funding a business or even like allowing yourself to dream that big. Sometimes my mom will be like, how did dad and I create you? Like, how did you become all that you are today. And I mean, I give so much credit to them because they've always allowed me to be myself. And they've always allowed me to be a little bit, you know, bigger and dream a little bit bigger. And I really think that their confidence in me has really given me the confidence to feel like I can do anything.

51:57Maggie Sellers Reum:So you and Rasmus run Jurf Avenue.

52:01Matilda Djerf:Yeah. Like describe the Jurf Avenue employee to me. Like, is this like the cool girl that's from Sweden? Is she like moving from a small town in Europe to work for you? Like, is she a fan? Is she someone who actually doesn't know who you are? Like, who stands out and who works in this office that's like, that is the Jerv Avenue girl or guy?

52:24Maggie Sellers Reum:In the beginning, when we started hiring, we hired very young, like, from like 2021 to probably like 2023. I think the like the age, like what's it called? Like the medium yeah the median age yeah was probably like 21 so we were a very young company like not only in terms of like how many years we've actually had the business but also like in the terms of like the people at the company and at that time it was very like very young everybody was like their first job straight out of school and today it's a little bit more and then we have I will say we also had a period where we like started hiring a lot more senior people in terms of like experience but also in terms of age and I think that now we have a really sweet spot of having a good mix of like some people are younger and they have more of that like Jurf Avenue like essence in them like this style and their way of thinking and like the community and then we have some that are more like coming from the outside but really are so inspired by what Jurf Avenue is and they want to be like they want to tap into it so I think that today it's more of like a good mix where so before it was a little bit too young or like too senior.

53:32Maggie Sellers Reum:And now I feel like we have like a good, you know, a good mix of people.

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56:28Maggie Sellers Reum:Oh my God. Selfridges, when I think about it, I'm like, how did we even do that? It's like an iconic institution. It really is. And we do not have like, you know, some companies still have like somebody on wholesale and, you know, they have like a team for it. We do not have that. That's why I'm like, how did we do it? But we did it. And we did it because our team, like our team members, they're just so passionate and they're so determined to get things done. So I really feel grateful for that passion because I've always said that like passion can take you anywhere. And it really did take us to Selfridges.

57:00Maggie Sellers Reum:So that was really, really fun. But yeah, I remember Selfridges reached out and Alex told us and I was like, that's actually insane. Because like as a young girl, when you travel to London, it's like you always go to Selfridges. It's just like a non-negotiable. I'm like, what do you mean your family might be there? But I'm also one of those people that like until I sign a paper, I don't fully let myself enjoy it. Like I want something to be signed.

57:27Matilda Djerf:I need to learn a page out of your book because like I will, my husband will come home and I'm like, guess what happened? And it's like the first intro message. I'm like, it's going to happen. And I'm manifesting it. And he's like, babe, you cannot celebrate until you have a signed contract. And then like 90 % of the time they fall apart. And he's like, I hate to tell you. But I like, I feel like it should be a mix of both.

57:48Maggie Sellers Reum:Yeah. Because sometimes I'm also like, I really should be celebrating at an earlier stage. Because then when everything is signed, I'm kind of like moving on to the next thing. So I feel like a good mix would be beautiful. But I think that, yeah, I'm just not good at celebrating until something is signed. And with Selfridges, it took a very long time because it's not like we did not like it wasn't like an agreement that we signed. It was a purchase order. And that was very like, yeah, it was a very long time period where I was like, will this happen? Will it fall through? Like what's going to happen?

58:17Maggie Sellers Reum:But then when that was like when the purchase order came in, I was like, oh, my God, yes. Are you a manifester? I am. Yeah. I actually very like sidetracked, but a sweet story. I was for the Hamilton anniversary. I love that I can always find ways to come back to Hanwell's anniversary. But for the Hanwell's anniversary, I like looked through old photos and I found an old document that I had written. I think this was like 2013 or something. And I wrote about being on a plane to New York. And it was like, it was very, very sweet. It was like, in a few years, I will be on the plane to the U.S. And I will have like the entire world ahead of me.

58:56Maggie Sellers Reum:Like I can achieve anything that I want. Like in a few years, I'll be sitting on the same plane with my dreams achieved, yada, yada. And I don't remember writing it. But when I looked at it, I was like, that is really sweet. Queen of manifestation.

59:09Matilda Djerf:It's really sweet. What are you manifesting right now? Both for you and for Jerf. And for Gathered.

59:15Maggie Sellers Reum:So for me, I'm just everything I'm manifesting right now is like very much connected to our wedding. For Jerf, I am manifesting a permanent store. Okay, I love. New York? I feel like it probably will be New York. Right? New York. Yeah, I think so. I'm like, I really think so. Yeah. And then for gathered, I am manifesting. I'm really excited again, like about the Harvard gathered, but I'm manifesting something that's a little more at a bigger scale. Can we talk about your wedding a little bit? Yeah.

59:52Matilda Djerf:Okay. So there's not much to say unfortunate okay but more like you and rasmus yeah so you guys started dating when you were how old 17 he was 18 you've been together for obviously over a decade yeah what is your one lesson or piece of advice that you have to keep a relationship working over a decade

1:00:15Maggie Sellers Reum:so many i feel like the biggest thing is like always being interested in each other i think that like throughout the years like what i find really fun and really fascinating something that i love it's like all the different versions that i have seen rasmus in and like i've seen him grow from being this like teenager to like being this young adult to like you know when we moved in together and then he became a dog dad and then he became like you know we became founders together and I think we've just I've seen him through so many different chapters of his life and to keep being interested and keep choosing him to like actively choosing each other is really beautiful and I think that in a relationship you have to actively choose one another always because I think sometimes it's easy to just be you know like well and obviously if you even heard on Chrissy's

1:01:08Matilda Djerf:podcast she was like I couldn't work with someone that I was in a relationship with because it was like we never were able to turn off yeah so I love being able to shine a light on the other side where it's like you guys have successfully worked together you've been through super high highs super low lows like how do you keep that dynamic so exciting but also professional when you're in

1:01:26Maggie Sellers Reum:the office when we're in the office I think we've just kind of like you know we just go into this mode where it's like we can't kiss sometimes I'll call I would hate that no it's sometimes I'll be like baby and I'm like oh my god no did I call you that um so it's obviously something that we're always working on but I think it's more so like when we're at the office we have like I mean we have completely different schedules some days I won't even see him and like our lives look really different when we're at the office so it's not that difficult and then sometimes we'll you know sneak away for a kiss when nobody can see us like teenagers and I also think that's like sweet and like add something to it but yeah I said like he's my best friend we have so much fun together and he always makes me laugh and I think that just you know it just does something to a relationship

1:02:15Matilda Djerf:when you guys were figuring out even starting a business together were you like let's get serious about contracts and like how much each other owns and like set everything up from the beginning or Or did you just like kind of just use trust as like your biggest guardian angel as you guys started building things together? Yes. Okay. Contracts. No.

1:02:38Maggie Sellers Reum:Just trust.

1:02:40Matilda Djerf:I love that you thought that though. Oh, girl. Like my husband and I are psychos. We have like a contract and operating agreement for everything.

1:02:46Maggie Sellers Reum:Honestly, good for you. No, we were just like – I think also like we never thought Jorafania would be what it is today. Like we really didn't think it would be. So I think that when we started, we're like, okay, you're going to own this percentage. I'm going to own this. Let's just start. And then now we're like, oh, it's really difficult to like actually make changes to a contract. So now it's just a lot of trust and building a life together and like owning properties, like owning houses and apartments. And, you know, like we just, yeah, there's a lot of mutual trust.

1:03:15Matilda Djerf:Well, you guys have been together for such a long time. So it's like, I think that there is a level of that trust that you earn. Are you someone that gives trust right away or someone has to earn your trust? Someone has to earn my trust.

1:03:29Maggie Sellers Reum:I think I've also, like, been burned through many, like, too many times in my life where it's, like, I don't, yeah. I don't trust anyone. You don't? In the beginning. Not at first. You know, you had to. I'm very much, like, a relationship person. I've always, like, my therapist is, like, she always explains me, asked this, like, you're such a relationship builder. Like, you really thrive on building relationships with people. And that's, like, a pro and a con. But for me, yeah, I'm very much, like, trust is earned. But it's not that difficult to earn it, though.

1:04:04Matilda Djerf:Okay. So? So, like, at your wedding, are you going to be one of those people that has, like, 300 people because you're big on relationships or, like, 50 people? Like, 100. Okay. So you have your guest list. We've tried. Okay. That's the worst.

1:04:17Maggie Sellers Reum:Yeah.

1:04:17Matilda Djerf:I mean, you got married last year. I've gotten married twice to the same person. One was 12 people in our backyard and one was 250 people. And I will say my husband's list was like 200 of that and I had 50. He was like, I've waited 47 years to get married. Like I am doing this and I'm doing it big. Really, really sweet. Super sweet. But the guest list was hard. And we even went for lunch with someone this weekend. And he goes, I got your save the date and didn't get the invitation. And I was like, oh. Why didn't you see anything? Why didn't you say anything? Weddings bring everything to the surface.

1:04:51Matilda Djerf:It really does. Like relationships, friendships, issues.

1:04:56Maggie Sellers Reum:You see supportive people, like everything. Are you having bridesmaids?

1:05:00Matilda Djerf:Yes. Okay. So you're doing like a little bit more of a traditional wedding.

1:05:04Maggie Sellers Reum:Yeah. I think that I was actually speaking to my friend the other week and I was saying just that, that I think that my wedding will be a little bit more traditional than people think it will be.

1:05:12Matilda Djerf:And are you making a moment out of it with Jerf? Like you're going to do like, you know how some people that own brands they do like a collab for their bachelor party or like these things are you gonna try to combine too oh you best believe i will okay i was like i was in a

1:05:27Maggie Sellers Reum:meeting with alice and matilda who's in our production like we're this like little production team and i was like alice who's the designer she's amazing um and i was like we need to design like bachelorette like wedding guests like morning of like everything and she came back to me she was like I built out this storyline where it's like from January through like when you're getting married like it's kind of like a Taylor Swift song it's like it kind of like builds to the actual wedding and I'm like girl yes it's really sweet oh my god wait so have you just have you

1:05:59Matilda Djerf:told outwardly you don't have to but do people know when you're getting married no okay so I'm gonna ask you offline okay Matilda Durf I could talk to you forever you will probably have to come on a second time but can we do a little rapid fire yeah what is the last thing you put on your credit card? An iced vanilla latte. Love from where? Alfred's. What is the last most expensive thing you put on your credit card?

1:06:19Maggie Sellers Reum:The last, well, I'm trying to source a Chanel bag that I want to put it on my card. Gab Waller. Yes, Gab. She's sourcing it for me. Which one?

1:06:28Matilda Djerf:Is it a Matthew? Yeah. Okay. Tell us more.

1:06:31Maggie Sellers Reum:I mean, I wish I knew the name of it. I don't. I just found it and I loved it. It's just like burgundy, like perfect little. Hello. Yeah, I know. I know. Literally everything burgundy. Imagine if I had it here.

1:06:45Matilda Djerf:That's what you'll come back on. You'll bring it. Exactly. Okay. You've done a collab with both Sophia Richie Grange and Hailey Bieber. Who is next on your list?

1:06:52Maggie Sellers Reum:So for me, beauty is, I love beauty and I love wellness and I love like, you know, supplements and things. And I really want to do like a Giraffe Avenue, go slow, like berries, kind of like a magnesium, like powder or like, like with Lemmy, like a little gummy or just like something or like with a ray, you know, like a little flavor, like something that's very like connected to like going slow, like slowing down in your PJs and your robes. Love. Yeah.

1:07:18Matilda Djerf:Love. Okay, we're going to manifest it for you. Thanks. You can only pick one for the rest of your life. Your eyes are so crazy. I don't like this. A good blowout or a slow Saturday morning with your two boys. That's rude. That's not okay.

1:07:35Maggie Sellers Reum:Damn, I'm going to have to sacrifice the blowout. There you go. Imagine me saying,

1:07:40Matilda Djerf:I'm going to have you know that she loves you. I'm going to have to sacrifice Rue and Ress. I would never. You can only use one for the rest of your life. A Dyson Airwrap or a Rode Peptide Lip Treatment?

1:07:52Maggie Sellers Reum:A Dyson Airwrap. Okay. I need it for my hair. I'm like, because otherwise I would have to do like a round brush. Yeah, no. That's not. That's not going to work for you. No. I need to save time. Okay. New York City or LA? To live. To live? like LA LA right now I would probably say New York City I never thought I would say that but I love New York what neighborhood would you live in I love Tribeca okay I love that's such

1:08:22Matilda Djerf:a good answer you can also only pick one for the rest of your life these questions are not fun I'm being really mean to you today a comfy robe or an oversized blazer moment I think I have to

1:08:35Maggie Sellers Reum:go for a comfy robe. Really? Okay.

1:08:39Matilda Djerf:Or wait. No, you're such an oversized like comfy robe moment. Yeah. Like little icons everywhere.

1:08:45Maggie Sellers Reum:Yeah. But also like an oversized blazer. I was going to wear my blazer today, but I was like, I can't. That's all I wear. I love an oversized blazer because you can wear it with like active wear and you know, with like you're going into a board meeting, you're going to lunch, dinner. It's difficult. What would you do?

1:09:03Matilda Djerf:oversized blazer. I'm actually going to buy a Drip Avenue robe after this because I've been wearing my husband's XXL and it's just not a vibe. It's just not a vibe. I do these things called HSR love notes because I have a very toxic brain. And they're basically an affirmation that like retrains my brain to think positively about myself. If you could only tell yourself one HSR love note for the rest of your life, what would it be called? What would it be? Maggie, I don't No. In crisis, there's growth. Yeah. I guess. Let's do that one. Okay. If you could title this season of your life, what would it be called?

1:09:41Maggie Sellers Reum:I would do it, you know, like the trailers for like the 2000 movies. Yeah. Where it's like, Matilda woke up one day, da-da-da-da-da. And I would do something like really powerful. Something about like, you know, she's stepping into like this new kind of like era where she feels like very confident. You know, like, turns out that critics steps into herself, you know, just like, boom, boom, boom. Love it.

1:10:08Matilda Djerf:Matilda Jerf, where can people find you? Everywhere.

1:10:13Maggie Sellers Reum:Literally, no. Instagram, YouTube, Substack, TikTok. Do you have a favorite platform? Instagram. Okay. Oh, fully. It's where I connect with everyone. It's like where my community is, where Jerf's community is. I love DMs. Okay. I love DMs.

1:10:28Matilda Djerf:Like I love being in my DMs. I'm not even going to ask for your number. I'm just going to DM you. Yeah. And be like, girl, I'm in Sweden. Yeah. Let's hang. But please also ask for my number. Take my number.

1:10:37Maggie Sellers Reum:I think that's going to be better. And last question, how can HSR help you? We have September 3rd every year, which is our Giraffe Avenue holiday. Like it's a national holiday. I'm going to get into the calendars worldwide. It started with us having a big event at Guggenheim. We rented out the entire Guggenheim. Like closed it down for a day. Did a fashion show where the community walked. Did a sit down dinner. 270 guests and then an after party and the best vibes and ever since then this was 2023 ever since then we've been like oh we need to do something every september 3rd which is a very unfortunate date because it's right after summer so it's a little difficult but yeah we're doing something

1:11:14Matilda Djerf:really special this year so we're gonna give it to the hsr people we're gonna give you guys a tease soon gish fatilda jurf thank you for coming on thank you for sharing so much of your story being so vulnerable and I can't wait to see what you do next. Thank you for having me. This was so fun.

1:11:30Maggie Sellers Reum:Good. Can we do it again? Yes. I'm just going to move into this beautiful house.

1:11:45Matilda Djerf:Success isn't just about what you achieve. It's about how you achieve it. In the Notre Dame MBA program, you'll learn to look beyond quarterly results and build organizations that grow the good in the world through discipline leadership, strong judgment, and a community that expects more from business. That's how Notre Dame graduates launch impactful careers at top companies across industries. Lead with purpose. Lead with a Notre Dame MBA. Tap now to learn more.