The business owner and social media personality has over 2 million followers on her account.
She and her boyfriend didn't have a business plan.
The couple turned their side hustle into a multimillion dollar business.
When she was younger, Djerf tried to get a job in a fish shop.
When her boss asked if she could filet one, she said: "Hell yeah, I can." She prepared extensively for her first day of work and spent hours the night before studying videos on how to slice fish.
As time went on, she became frustrated with the lack of innovation from the people above her.
She said that they always wanted to do everything in a traditional way. Whenever I came up with a new idea, it was always the same thing. This isn't for me.
She said that her early career experience showed that she wanted to be her own boss.
Her memories of her youth in a fish shop might surprise some.
She comes across as glamorous, stylish, and incredibly put together when she speaks to Insider over the phone.
One of the most well-known faces on social media is Djerf, he has over 2 million followers on social media.
At the time of writing, more than 13 billion videos have been uploaded to TikTok under the title "Matilda Djerf hair."
Over the years, her ability to forecast trends caught the attention of the wider media.
Ballet flats are back in style because of Djerf. In August she was described as synonymous with the effortless cool Scandi-core aesthetic.
Djerf was born and raised in the small town of Bors in western Sweden.
She had a light-bulb moment as she received more opportunities to work with brands in Sweden.
Djerf told Insider that he would like to create something on his own.
She is the creative director of her own fashion brand, Djerf Avenue, which she started with her high school sweetheart.
The shot was in the dark. It could either be a hit or a complete miss.
There's something to be said about Djerf's initial doubts about launching her own brand, she and Johansson didn't have goals, expectations, or a business plan.
They wanted to make money so they could travel.
She said that if they got to this level in five years, it would be a side thing. We will be able to live and travel. It's going to be enjoyable.
She said she could never have predicted how far she would go. She said that Djerf Avenue exceeded their expectations. They can say their bets paid off three years later.
The success of Djerf Avenue is well documented, even though she did not confirm her income. According to Vogue, the brand made $8 million in sales in 2021, and The Tab believes her income is between 1 and 5 million pounds.
She told Insider that achieving what she has requires hustle. Her workday could last up to 14 hours. She wants to manage a staff of 20 employees in Sweden and six in New York.
She said that nobody told her how long it took to talk to everyone in the office or how to be a good boss. Handling people takes a lot of time.
Djerf said that her ethical approach to the fashion industry hasn't changed as her reputation as one of TikTok's most recognizable beauty-and- fashion contributors grows.
She said that her moral compass leads her through business decisions.
She insists that Djerf Avenue is a safe place for her customers, no matter their appearance.
She said that the people who model the clothes on the website are actual customers and that the photographs have not been altered.
She told Insider that fans won't catch her at fashion week because fashion shows don't represent a diversity of sizes
She told Insider that she knows what she's doing is great. Djerf Avenue is what it is today because I'm such a large part of it.
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