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

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. Timestamps: (00:00) Intro (01:24) Does Matilda Djerf Listen to Podcasts? (01:44) How She Became a Hair Icon (03:17) What She Was Like at School (03:41) Starting in Fashion at 11 (04:24) Moving to the US Without Speaking English (06:46) Why She Stayed in Sweden (Not LA) (07:56) Small Town Mindset vs Big Dreams (09:11) Why She Started Gathered (10:14) The Creator Economy Has Changed (12:29) Becoming A House Hold Name (14:35) The Truth About Scandi Living (15:33) Why Work-Life Balance Doesn’t Exist (16:40) I Accidentally Started a Lifestyle Trend (18:03) Why Sweden Doesn’t Celebrate Success (19:14) Turning 29: “I Did This” (20:06) The Work Behind Self-Confidence (21:31) Why She Started Djerf Avenue (26:47) Can the Brand Exist Without Her? (27:51) How Hailey Bieber Discovered Her (29:08) Ad: AG1 (30:08) What She Learned From Hailey Bieber (31:06) How She Makes Every Collab Work (31:40) How She Landed Sofia Richie Grainge (32:53) How She Knows a Drop Will Sell Out (34:20) Brands With Real Momentum Right Now (36:22) What Actually Makes a Brand Win (37:06) The Djerf Avenue Scandal Explained (40:12) Going Through It With Rasmus (40:54) How She Handled the Pressure Mentally (42:16) “People Don’t Care About Context” (44:27) Did the Scandal Make Her Better? (47:36) How She Feels About It Now (49:57) Who Works at Djerf Avenue? (51:36) Ad: Shopify (52:31) Ad: Bilt (53:28) How She Got Into Selfridges (56:19) What She’s Manifesting Now (56:59) Wedding Chat & Relationship Advice (59:24) Do You And Rasmus Have Contracts? (01:00:24) Why Trust Has to Be Earned (01:03:15) Rapid Fire: Money Habits (01:03:26) Most Expensive Purchase (01:03:56) Dream Collaboration (01:04:30) Blowout vs Real Life (01:04:53) Dyson Airwrap vs Rhode (01:05:14) New York vs LA (01:05:39) Robe vs Blazer (01:06:21) Her Life Motto (01:06:46) The Season I’m In (01:07:16) Where to Find Matilda (01:07:47) What Can HSR Help You With? ⸻ Sponsors: . AG1 - Visit DrinkAG1.com/HSR to get a FREE morning person mug, plus a one-week supply of AG1 samples, with your AG1 Welcome Kit when you first subscribe. . Shopify - http://Shopify.com/HSR . Bilt - Sign up at http://Joinbilt.com/HSR ⸻ Follow Matilda Djerf: www.instagram.com/matildadjerf Check out Djerf Avenue: https://djerfavenue.com ⸻ Hot Smart Rich: Your Business & Culture Gossip For ambitious women wanting to own the room, gain power, and build wealth. Subscribe to the Hot Smart Rich newsletter: https://hotsmartrich.com/subscribe Instagram: https://www.instagram.com/hotsmartrich/ Tiktok: https://www.tiktok.com/@hotsmartrich Maggie Sellers Reum: Instagram: https://www.instagram.com/maggiesellersreum/ Tiktok: https://www.tiktok.com/@maggiesellersreum LinkedIn: https://www.linkedin.com/in/sellersmaggie/ Locker: https://www.wantlocker.com/users/maggiesellers ShopMy: https://shopmy.us/maggiesellers Amazon Storefront: https://www.amazon.com/shop/maggiesellers Learn more about your ad choices. Visit megaphone.fm/adchoices

Speaker names marked ? are inferred from speaking time and the show’s known hosts — they are not voice-verified.

• 0:00Maggie Sellers Reum?

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• 0:43Maggie Sellers Reum?

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• 1:04Speaker 01

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• 1:33Speaker 02

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• 2:02Maggie Sellers Reum?

  You were the first person that Hailey Bieber and Rhod ever collaborated with. How did that come to be?

• 2:08Speaker 03

  It was on my DMs. Hailey reached out to me. It was like, it would be so fun to do something like this collab, yada, yada.

• 2:13Maggie Sellers Reum?

  I freaked out. You're one of the most Pinterested girls. Like, you were setting trends across everything that you were doing with your life, and also Druff Avenue, and Gathered.

• 2:23Speaker 03

  Growing up in a small town, I did not have exposure to allowing yourself to dream big.

• 2:28Maggie Sellers Reum?

  Was there a moment that you realized, this is not just like me sharing my life? I have chills listening to you say that.

• 2:36Speaker 03

  Doing modeling jobs. I remember one job, they had edited me probably three sizes smaller. Even my neck was skinnier. I did not know you could even edit a neck skinnier. And I just felt like I can create a brand that makes people feel good.

• 2:48Maggie Sellers Reum?

  Did it take you a long time to get there?

• 2:49Speaker 03

  Yeah, it did.

• 2:52Maggie Sellers Reum?

  No, Michelle, not a full sentence.

• 2:54Speaker 03

  I went through a really difficult time when that article came out. But also, I'm a business owner, so I had to show up.

• 3:00Maggie Sellers Reum?

  December 2024, what happens that day? This is new information. Okay, you've done a collab with both Sophia Richie Grainge and Hailey Bieber. Who is next on your list?

• 3:16Maggie Sellers Reum?

  In case you missed it, you're allowed to be hot, smart, and rich. So let's get into it.

• 3:26Maggie Sellers Reum?

  Michelle DeGervis, are you ready to get hot, smart, rich?

• 3:29Speaker 03

  So ready.

• 3:30Maggie Sellers Reum?

  So I need to know if my team was just hyping me up. They told me that you sometimes listen to the show. Is that true?

• 3:35Speaker 03

  Yes.

• 3:36Maggie Sellers Reum?

  Love that. Are you a podcast girly?

• 3:39Speaker 03

  When I fly, it's the only thing I do. I take my little sleeping pills and then I listen to an episode. And then I have to re-listen to it like five times.

• 3:47Maggie Sellers Reum?

  Well, I was so excited to have you on. I even did my hair in an updo because I knew that I could not rival the iconic blowout that you have today. How does it feel to essentially have taught an entire generation of women how to do their hair?

• 4:00Speaker 03

  Honestly, it feels really good because the hair is like such a big part of how you show up for yourself in your everyday life. And I think that like we talk about makeup, we talk about clothes, but I just think about like, you know, taking care of your hair and doing like hairstyles in your everyday life is not talked about enough.

• 4:15Maggie Sellers Reum?

  It's really not. And even from an investing perspective, like watching what's happening in Sephora, obviously we did like, beauty, skincare, now there's fragrance. But like, I feel like we're just getting into the hair category where it's being talked about. Growing up, was your mom really into her hair or did you just learn that through different exposures?

• 4:33Speaker 03

  Honestly, my mom is the coolest woman on planet Earth. She's blonde, like naturally blonde and then, you know, like skin and even hair like goes a little gray when you get older. And older is like when you're 30, it goes a little bit gray and sweet. And I feel like, maybe not for everyone, but for a lot of people. So my mom started coloring her hair like she's done red, orange, blue, and now she's had pink hair for like ever. But growing up, she didn't have pink hair. But I think that like her way of like expressing herself has always really inspired me. And with hair, I think it was just like, I've always had a lot of hair, so I've always had to like style it and take care of it. So I think it just kind of snuck up on me.

• 5:12Maggie Sellers Reum?

  So we have one more year, basically, until you have gray hair as a 30-year-old.

• 5:16Speaker 03

  Oh, my God, yes.

• 5:19Maggie Sellers Reum?

  I need to know if you in high school were voted most likely to, do you think it would be related to hair, bringing people together, or fashion design?

• 5:28Speaker 03

  That is such a good question. Honestly, like looking at myself in high school, I don't think any of those probably.

• 5:34Maggie Sellers Reum?

  What would you have been voted most likely to?

• 5:37Speaker 03

  It'd be like most likely to like travel the world, something like that, something with traveling, I feel like.

• 5:43Maggie Sellers Reum?

  When did you start to develop this relationship with beauty and with hair that felt really intentional then?

• 5:50Speaker 03

  I feel like with fashion, it started at a very young age. I've always loved clothing, like styling. I've always been like the stylist in my family. So with fashion, basically like 12 or 11 or something like that, probably even like younger. But with makeup, makeup has never been my thing. I've never really been good at makeup. Like today, I had a makeup artist do my makeup because I'm like,

• 6:10Maggie Sellers Reum?

  Same, girl.

• 6:11Speaker 03

  I don't know how to put on an eyeshadow. For the life of me, I don't know how to apply eyeshadow. When I turn 30, I need to know that. But I don't know that today, which is very unfortunate. So I think with like hair, I think maybe. It got a little bit more intentional at like when I was 20.

• 6:26Maggie Sellers Reum?

  And this is post you living in the United States. So you did a little bit of a two-year living in California.

• 6:34Speaker 03

  Yeah.

• 6:35Maggie Sellers Reum?

  What were you like being the foreign girl that was moving to California as a youth and trying to fit in not speaking the language?

• 6:42Speaker 03

  I was so young. I was like eight, nine, didn't know the language when I moved here. My mom could be with me for 20 minutes in school, which was really scary. I just remember crying. I was like bawling my eyes out the first days of school. But then I think it was like two weeks in, because at that age, you're such a little like sponge and you just like learn everything. So after two weeks, I got the basics down. I started like speaking. But I mean, it wasn't a military school, but a lot of kids had military families. So I feel like it was very mixed. So I feel like me being from Sweden wasn't like a wow kind of thing.

• 7:14Maggie Sellers Reum?

  So were your parents in the military?

• 7:16Speaker 03

  My dad was in the military.

• 7:17Maggie Sellers Reum?

  So you were only here for two, two years?

• 7:19Speaker 03

  Yeah.

• 7:20Maggie Sellers Reum?

  What was it like moving from Sweden into a place where like you didn't know anyone, you didn't speak the language, you're making friends? And then moving back to your hometown and trying to reintegrate yourself as a youth?

• 7:31Speaker 03

  Honestly, really strange because I think that like those two years, it was only two years.

• 7:36Maggie Sellers Reum?

  But no.

• 7:37Speaker 03

  At that age, like those two years felt like an eternity. And also it brought our, you know, our family together. And then moving back, I think all of the sudden I saw the world in a new kind of, in a new way. Like my town that I come from, that's very difficult to pronounce. Want to try?

• 7:55Maggie Sellers Reum?

  Brustah.

• 7:55Speaker 03

  No.

• 7:57Maggie Sellers Reum?

  I would just make sure that method, okay?

• 8:00Speaker 03

  I was like close enough. Burros.

• 8:02Maggie Sellers Reum?

  Burros?

• 8:03Speaker 03

  Yeah.

• 8:03Maggie Sellers Reum?

  Okay.

• 8:04Speaker 03

  Low-key Swedish.

• 8:05Maggie Sellers Reum?

  Okay, here we go. Next language.

• 8:07Speaker 03

  Literally. Um, no, so when I moved from Burros to Monterey, Burros is like a very small town. In the sense of like, everybody kind of stays in their own lane. Like you're not allowed to do something that other people haven't done. If you do that, like people can frown upon it. So like dreaming big wasn't really, it wasn't familiar for me. And then moving to Monterey where like, you know, kind of like the mindset of Americans. It's way more, you know, like the American dream, people dream big. You kind of feel like you can achieve anything. Coming back with that mindset to a really small town was really strange, extremely difficult. And I don't think I really understood it growing up. But now that I look back, so much of what I went through, I'm like, oh. That also plays into it.

• 8:49Maggie Sellers Reum?

  When I was doing research about you, this is one of the things I was so curious about because I think a lot of people when they achieve fame or notoriety or entrepreneurship, they think they have to move to an urban city, like they have to move to New York, they have to move to LA specifically. And I'm so fascinated that you have chosen not to do that. What is it about your home country that keeps you there?

• 9:11Speaker 03

  My family.

• 9:11Maggie Sellers Reum?

  Was there ever, was there ever like a, I need to be in LA?

• 9:16Speaker 03

  Absolutely. I've had those moments where I've been like, I mean, I signed with an LA agency. I was with that agency for a little bit, then signed with another one that was based in LA and New York and both times I was like, dang it, I just, you know, I should move there. But then, like, I just kind of felt like, but I can also do this from Sweden. But I mean, I do have the privilege of being able to travel. So I mean, I can jump in and out of, you know, the US when I kind of have time for it and when it works for me. But absolutely, but I just also am such a family person. So I'm like, what do you mean? Like, how would I know? You know, my grandparents are still alive and I'm so grateful. And I just, you know, I can't not, not see them for that long.

• 9:59Maggie Sellers Reum?

  But that mindset that you were just talking about, right? Like the small town, don't dream big, quiet yourself down. Do you feel like that exists where you currently live when you're not in LA or New York?

• 10:10Speaker 03

  I mean, in some ways, yes, but I also feel like it's up to me to go against it or to kind of like lean into it. And I feel like if I look at myself and my personality and how I like move through life, I don't let it get to me. I just know that, you know, I can do bigger things. I can be bigger if I want to. I can, you know, I can achieve whatever I want to, even though the mindset here is a bit more low key and, you know, like make yourself smaller.

• 10:34Maggie Sellers Reum?

  What motivates you to get out of bed when you get an invitation to something and you're like, oof, this is really good. I'm going to get on a plane and go and do it.

• 10:43Speaker 03

  It's so funny that you ask. Not much, but the Hannah Montana like anniversary premiere. I told my team, I was like, guys, I think I'm gonna like take a plane, like I'm gonna go to LA. I'm gonna do like the 14 hour plane just for like that anniversary, like the premiere. And they were like, you're insane, Matilda. What do you mean? Cause I'm really scared of flying.

• 11:05Maggie Sellers Reum?

  Oh.

• 11:06Speaker 03

  So I like, I hate flying. So for me, Hannah Montana, Miley Cyrus. That was like the biggest thing. Yeah. I went up down that. I didn't do it though.

• 11:14Maggie Sellers Reum?

  So you're here in LA because you just started something called Gathered?

• 11:16Speaker 03

  Yep.

• 11:17Maggie Sellers Reum?

  What inspired you to start Gathered?

• 11:20Speaker 03

  Well, for me, Gathered kind of came from the same want as starting Jirf Avenue. Like I wanted to bring our customers and our community into the world that we're building. I'm invited to all these fun things and like these, you know, great events and dinners. And I get to meet so many cool and inspiring people and they're all over the world. So it more came so from a place where I was like, I just wanna gather people that inspire me. And then I want to write a sub stack about it and make sure that my community can read about it. The most important thing is just that you can get the knowledge out to so many more people. And I think that when you put a small amount of people around a table, conversations just go deeper.

• 12:00Speaker 03

  And I like that deeper perspective and I also like making sure that as many people as possible can kind of get that information and get that knowledge. I'm going to Harvard and I'm doing a Gathered with students at Harvard. And I've really like, I'm really, really excited about that one.

• 12:16Maggie Sellers Reum?

  I think why I love having you in this chair is like you've seen such an evolution of the creator economy.

• 12:22Speaker 03

  Yeah.

• 12:22Maggie Sellers Reum?

  You started so many years ago, just like going on trips and funding it and getting hotel rooms and getting a bikini here and there. Do you think that the relationship that we've had with creators and social media has gone deep and then maybe gotten a little bit more shallow? And now we're going back into getting like the real relationships and dynamics with the people that we have these relationships with online?

• 12:45Speaker 03

  When I started, I think that everything was very, you know, perfect and edited and curated. And I think that's kind of like the perspective that I came with, that I was a little bit more like scaled back. I came from the perspective of like sharing the ups and the downs. And then with like TikTok, everything became very like you just shared everything and everything. And now everybody's talking about, you know, you have to share a different point of view. You have to like bring something to the table. And I think that yes, while that is true, I also think that. The space right now that we're in, the human connection, like that's what people want. 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.

• 13:27Speaker 03

  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, like the need to just get to know people a little bit more. Yeah.

• 13:37Maggie Sellers Reum?

  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.

• 13:45Speaker 03

  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.

• 14:08Maggie Sellers Reum?

  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 Girf, 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. Was there a moment that you realized, like, this is not just like me sharing my life, this is

• 14:54Maggie Sellers Reum?

  maybe not in your mind, becoming a household name, but like building a brand that is living beyond a specific niche?

• 15:02Speaker 03

  I don't know. So much of what I do, it 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 of 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 really like social distancing. Like practicing all of those things. So I hadn't really, you know, I hadn't met customers.

• 15:46Speaker 03

  And then being in L A and doing that pop up and seeing everybody show up. That was very like, what is this?

• 15:54Maggie Sellers Reum?

  How many people do you think came?

• 15:55Speaker 03

  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 mid summer, it was so hot outside. And we had a Blue Stone Lane at the corner of like that street. And it's sweet because now we work a lot with Blue Stone Lane, but that was like the first time I interacted with that. Brandon, 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 littering. 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.

• 16:38Maggie Sellers Reum?

  Do you think that's because it was like part this Scandinavian lifestyle that you had birthed into like more main street culture?

• 16:47Speaker 03

  Yeah.

• 16:47Maggie Sellers Reum?

  How would you describe Scandinavian lifestyle?

• 16:50Speaker 03

  Intentional.

• 16:51Maggie Sellers Reum?

  Okay.

• 16:53Speaker 03

  Slow. In the sense that I think that we prioritize our wellbeing 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 not, 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.

• 17:20Maggie Sellers Reum?

  It's so funny because when I started dating my husband, 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 L A or New York. I feel like when I look at your Instagram on a Saturday morning, it's like everything I dream of.

• 17:35Speaker 03

  Yeah.

• 17:35Maggie Sellers Reum?

  What is a day in the life, living a slow life in a fast paced world, like Monday to Friday?

• 17:42Speaker 03

  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. 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.

• 18:26Speaker 03

  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.

• 18:42Maggie Sellers Reum?

  With this Scandi life, I feel like you 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?

• 19:00Speaker 03

  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 to your own thing. I'm happy that I inspire people. I never thought I would, like growing up, no.

• 19:27Maggie Sellers Reum?

  Why?

• 19:28Speaker 03

  I've always been very much like my own person. Like I've always known what I want. 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 US, everybody wore their, you know, whatever they were wearing. And I like went to Target and I got my little like heeled 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 Jantman, Jantmanslag?

• 20:05Maggie Sellers Reum?

  Jantmanslag?

• 20:06Speaker 03

  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. 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 and 30 European list, I didn't really celebrate it enough. And looking back at like the early years of JRF, I also wish that I celebrated more. Like, I wish that I would have just like applauded myself a little bit louder and just been like, fuck yeah, you did that, Matilda.

• 20:50Speaker 03

  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, 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 about it.

• 21:17Maggie Sellers Reum?

  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.

• 21:24Speaker 03

  Honestly, right now, I'm very much like, I did this, 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.

• 21:51Maggie Sellers Reum?

  I want to hold silence for that for a second because I can actually feel it inside of you. And there's a difference with just like saying it. 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?

• 22:10Speaker 03

  Yeah, it did.

• 22:13Maggie Sellers Reum?

  Period.

• 22:15Maggie Sellers Reum?

  No, Matilda, it's not a full sentence. We're gonna go there. What do you think you had to do to get to a place where you were proud?

• 22:24Speaker 03

  Honestly, I think I also had to own all of like the hurdles that I've been through. I think I 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? Girl, so much. There's always things to talk about and I always wanna 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 wanna be.

• 23:08Speaker 03

  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.

• 23:29Maggie Sellers Reum?

  That is a full sentence.

• 23:30Speaker 03

  I feel like that really was a long sentence.

• 23:33Maggie Sellers Reum?

  It's perfect. Okay, so it's 2019.

• 23:36Speaker 03

  Yeah.

• 23:36Maggie Sellers Reum?

  You're Matilda Djerf. You're about to launch your brand. Why?

• 23:40Speaker 03

  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. Cause 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-comm companies booked me and I was like, okay. It was so fun cause that campaign was with Rocky Barnes.

• 24:14Maggie Sellers Reum?

  Love.

• 24:15Speaker 03

  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 Barnes? 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, 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. And then when I got the design collaboration requests with different brands, I was like, yeah, of course I'm gonna do this. Cause again, I always like, always loved clothing.

• 24:58Speaker 03

  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. The photographer was so sweet, but we were shooting for this brand. And I think we shot like, I don't know, like sixty looks on location in Positano. And we were like running up and down all the stairs. It was awful, so hot. And then when I saw the photos, they had edited me probably like three sizes smaller. Like even my neck was skinnier.

• 25:40Speaker 03

  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. 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 nineteen, twenty, 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?

• 26:26Speaker 03

  All of these things kind of like formed 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. 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.

• 27:05Maggie Sellers Reum?

  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 Giraffe Avenue. In your mind, was there always a segregation? Or were they always interlinked?

• 27:18Speaker 03

  They were always interlinked. Giraffe 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 Giraffe, 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. This is, you know, where the fabric is from.

• 28:03Speaker 03

  This is how the fit is. Like you'll find photos from 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.

• 28:17Maggie Sellers Reum?

  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 workspace 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.

• 28:49Maggie Sellers Reum?

  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 day?

• 28:58Speaker 03

  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, 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, they're 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 your avenue, not through me, but through another, you know, like, well, somewhere else. So I think it's, it's a question that gets me really excited, but also it's such a big question.

• 29:42Maggie Sellers Reum?

  And I feel like so many people are tackling it right now.

• 29:44Speaker 03

  Yeah.

• 29:44Maggie Sellers Reum?

  Even Hailey Bieber, to a certain extent, is so tied to Rode. Like although it is separate, it's also not a thousand percent completely separate. You were the first person that Rode ever collaborated with.

• 29:58Speaker 03

  Yeah.

• 29:58Maggie Sellers Reum?

  How did that come to be?

• 30:00Speaker 03

  That was so fun. By the way, like, that was such a fun collab. Hailey reached out to me. She sent me a DM.

• 30:05Maggie Sellers Reum?

  Did you freak out, first of all, when she reached out to you?

• 30:08Speaker 03

  Um, 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, Hailey, 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, 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 2020.

• 30:52Speaker 03

  Two, 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, Haley's amazing, like, working with her was really special. So it was just such a fun collab.

• 31:11Maggie Sellers Reum?

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• 31:56Maggie Sellers Reum?

  and comes with a 90-day money-back guarantee. Visit drinkag1.com/hsr to get a free morning person mug, plus a one-week supply of AG1 samples with your AG1 welcome kit when you first subscribe. Obviously, their look at right now is like one of

• 32:14Maggie Sellers Reum?

  the most successful brands. I mean, even in a three-year period, selling for a billion dollars itself. What are some of the things you learned from Haley, doing that collab as like the creator side that you now take to Jirav Avenue?

• 32:25Speaker 03

  Why I really love Rode 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...

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• 33:56Speaker 03

  The hair and the colors and how that tied into like the PR box that we did, like every single detail was just so perfect. And I love brands that really pay attention to details.

• 34:08Maggie Sellers Reum?

  That shoot will forever be ingrained in my head. It was like so iconic. 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?

• 34:24Speaker 03

  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. Cause you have to have that mutual trust and that mutual confidence in each other.

• 34:42Maggie Sellers Reum?

  When you did a collab with Sophia Richie Grainge, how did that come to be?

• 34:46Speaker 03

  So we have a mutual friend and I believe.

• 34:52Speaker 03

  I don't know why, but I think that me and my mutual or mutual friend, we were like talking about Sophia's love for PJs. And I started, I sent her JRF PJs and she loved them. 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, 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 her mutual friend and asked her, like, can I have her 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.

• 35:38Speaker 03

  It was like, we did a holiday party here in LA and the party was so beautiful. Like again, the attention to 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.

• 35:54Maggie Sellers Reum?

  How do you know if a drop is going to be successful with a certain person?

• 35:57Speaker 03

  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 JRF samples. And I always say, like, I always, you know, because I wear JRF 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 JRF and then I know that people like it.

• 36:25Maggie Sellers Reum?

  But then it's almost too late because if you're only waiting and totally, have you ever done a collab with someone where you put all of this money, R and D into it and then it drops and it doesn't go anywhere?

• 36:37Speaker 03

  No. The top three collabs, um, that's coming to mind right now for JRF, that was definitely like Frankie's Bikinis, Sophia, and then MJ. 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 collect the 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.

• 37:03Maggie Sellers Reum?

  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, 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.

• 37:21Speaker 03

  Yeah.

• 37:21Maggie Sellers Reum?

  Are there a few people and/or brands that you're watching right now that you're like, those brands or people have momentum?

• 37:28Speaker 03

  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.

• 37:40Maggie Sellers Reum?

  I love her, by the way.

• 37:41Speaker 03

  No, same. She is an absolute icon. And she is 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.

• 38:01Maggie Sellers Reum?

  Are we gonna manifest a Jirafany times otter collab?

• 38:04Speaker 03

  How cute would that be? Like, imagine a pair of just like, like a Little Summer Berries tiny, tiny, micro sport bra. I'd die.

• 38:12Maggie Sellers Reum?

  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, 9 a.m. I'm purchasing stuff. But like, I would 9 a.m. be purchasing that?

• 38:23Speaker 03

  I would make sure that you would have. So you wouldn't have to, but yes.

• 38:28Maggie Sellers Reum?

  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. And I gotta say, she is one. I've met quite a few of them actually on this podcast. One of my favorites is Valeria Lipavetsky.

• 38:58Speaker 03

  Oh, yeah.

• 38:58Maggie Sellers Reum?

  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 brands that like, have had so much success and then the ones that just like, don't work. As someone who has this 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.

• 39:36Speaker 03

  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.

• 40:08Maggie Sellers Reum?

  Which brings me to what I was gonna ask you. You have a why, and you know how I know that? Because you've been through some shit.

• 40:15Speaker 03

  Yeah.

• 40:16Maggie Sellers Reum?

  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?

• 40:32Speaker 03

  Yes.

• 40:33Maggie Sellers Reum?

  Take me back.

• 40:36Maggie Sellers Reum?

  This goes out to the news. Where are you? How did you feel?

• 40:39Speaker 03

  I am in a 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 you 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. Um, but now I'm, it's not traumatizing anymore. So. Um, but yeah, I was in a house and I called it the glass house.

• 41:02Maggie Sellers Reum?

  Okay.

• 41:02Speaker 03

  Cause 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, I knew it was coming. I had known since August.

• 41:14Maggie Sellers Reum?

  You did know it was coming?

• 41:15Speaker 03

  Yes.

• 41:16Maggie Sellers Reum?

  How did you know that?

• 41:18Speaker 03

  Employees and former employees reached out.

• 41:22Maggie Sellers Reum?

  And said, "I did this?"

• 41:24Speaker 03

  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.

• 41:35Maggie Sellers Reum?

  So you had some time to kind of like come to terms with this?

• 41:38Speaker 03

  Oh yeah, and we were in contact with the journalist. Like, we were speaking to her.

• 41:42Maggie Sellers Reum?

  This is new information. Okay, so you're in December, but you've known about this since August?

• 41:46Speaker 03

  Yeah.

• 41:47Maggie Sellers Reum?

  Okay. So what happens that day?

• 41:50Speaker 03

  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.

• 42:05Maggie Sellers Reum?

  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?

• 42:15Speaker 03

  Obviously, it was very difficult. But we had been, 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, you know, the team members. Like, everybody in the company knew the article was going up. Everybody was informed. Like, 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.

• 42:57Speaker 03

  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.

• 43:14Maggie Sellers Reum?

  Was it helpful to have Rasmus as your partner in life, like going through that experience?

• 43:20Speaker 03

  Both yes and no. 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 tiny little kid. 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.

• 43:56Maggie Sellers Reum?

  When you were in that moment, and I'm sure your head is going like a million different places, how did you re-center your brain?

• 44:05Speaker 03

  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 to translate it into English now. "In crisis comes development."

• 44:35Maggie Sellers Reum?

  I always say in crisis, there's tons of opportunity.

• 44:38Speaker 03

  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.

• 45:00Maggie Sellers Reum?

  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 gonna 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 Girf?

• 45:24Speaker 03

  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 in the middle of summer. We weren't a big team at the time. 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.

• 46:08Maggie Sellers Reum?

  Crazy.

• 46:09Speaker 03

  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.

• 46:54Speaker 03

  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 it 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.

• 47:29Maggie Sellers Reum?

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

• 47:36Speaker 03

  Yes, but I never, like, I never want anybody to feel bad.

• 47:42Maggie Sellers Reum?

  Your response felt very intentional.

• 47:47Maggie Sellers Reum?

  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 difference out of the story. Like my reaction is like immediately to like protect and defend and like it's gonna 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.

• 48:24Maggie Sellers Reum?

  Where did that come from?

• 48:27Speaker 03

  Wanting to show up for my community.

• 48:31Speaker 03

  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?

• 48:43Maggie Sellers Reum?

  How did you do that?

• 48:45Speaker 03

  I continued 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. So with TikTok, I was just like, this is not fun. Um, 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 girlie.

• 49:12Maggie Sellers Reum?

  Yeah.

• 49:12Speaker 03

  I'm very much more like Instagram.

• 49:14Maggie Sellers Reum?

  Yeah.

• 49:15Speaker 03

  But yeah, so for me it was more like I'm gonna continue to show up for them. I'm gonna continue to reply to my DMs, which I've always done. I'm gonna continue to post for the people that do wanna see it. And like, I'm gonna continue to go to the office so you'll show up for our team members. I'm gonna 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.

• 49:36Maggie Sellers Reum?

  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?

• 50:00Speaker 03

  Yeah, I think I have to do this and learn it as I'm going. Cause 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 it has looked different throughout the years. And it'll continue to look different, but I'm going to continue to show up.

• 50:39Maggie Sellers Reum?

  How do you feel about the situation now?

• 50:41Speaker 03

  I mean, I feel really good about it. I feel really, I feel very secure in myself and I feel very secure in, you know, how I lead and how I show up at the office. And again, like it comes back to me setting those boundaries. Um, 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

• 51:20Speaker 03

  a better leader. 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.

• 51:29Maggie Sellers Reum?

  What is that leader like?

• 51:31Speaker 03

  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.

• 52:10Maggie Sellers Reum?

  Mm-hmm.

• 52:10Speaker 03

  Being a leader means a lot of different things, but that's a very short answer.

• 52:14Maggie Sellers Reum?

  Did you have exposure to entrepreneurs like when you were growing up? Or are you like the first entrepreneur of your family?

• 52:22Speaker 03

  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 like 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.

• 52:59Maggie Sellers Reum?

  So you and Rasmus run Jerv Avenue?

• 53:02Speaker 03

  Yeah.

• 53:04Maggie Sellers Reum?

  Like, describe the Jerv 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?

• 53:26Speaker 03

  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?

• 53:35Maggie Sellers Reum?

  Yeah, yeah, the median age.

• 53:36Speaker 03

  Yeah, was probably like 21.

• 53:40Speaker 03

  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, I 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 Jiravenu like essence in them, like their style and their way of thinking and like the community. And then we have some that are more like coming from the outside,

• 54:21Speaker 03

  but really are so inspired by what Jiravenu is and they wanna be like, they wanna tap into it. So I think that today, it's more of like a good mix. Whereas before, it was a little bit too young or like too senior. And now I feel like we have like a good, you know, a good mix of people.

• 54:39Maggie Sellers Reum?

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• 55:20Maggie Sellers Reum?

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• 56:13Maggie Sellers Reum?

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• 57:29Maggie Sellers Reum?

  So when you do something like Selfridges, how does that come to be when you first hear about it at the office? To like, you are now launching at Selfridges?

• 57:39Speaker 03

  Oh my god, Selfridges, when I think about it, I'm like, how did we even do that?

• 57:44Maggie Sellers Reum?

  It's like an iconic institution.

• 57:45Speaker 03

  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 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. 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. Cause 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?

• 58:28Speaker 03

  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 wanna, I want something to be signed.

• 58:37Maggie Sellers Reum?

  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 gonna happen and I'm manifesting it. And he's like, babe, you cannot celebrate until you have a signed contract. And then like, ninety percent of the time they fall apart. And he's like, I hate to tell you.

• 58:55Speaker 03

  But I like, I feel like it should be a mix of both.

• 58:58Maggie Sellers Reum?

  Yeah.

• 58:58Speaker 03

  Cause sometimes I'm also like, I really should be celebrating at an earlier stage. Cause 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. Cause 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 gonna happen? But then when that was like, when the purchase order came in, I was like, oh my god, yes.

• 59:32Maggie Sellers Reum?

  Are you a manifester?

• 59:33Speaker 03

  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 Hamilton.

• 59:44Speaker 03

  But for the 110 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 same, like, I will be on a plane to the US and I will have like the entire world ahead of me. 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. It's really sweet.

• 1:00:20Maggie Sellers Reum?

  What are you manifesting right now? Both for you and for Jerf and for Gathered.

• 1:00:25Speaker 03

  So for me, I'm just, everything that I'm manifesting right now is like very much connected to our wedding. For Jerf, I am manifesting a permanent store.

• 1:00:36Maggie Sellers Reum?

  Okay, love. New York?

• 1:00:39Speaker 03

  I feel like it probably will be New York. Right?

• 1:00:42Maggie Sellers Reum?

  New York?

• 1:00:43Speaker 03

  Yeah, I think so. I'm like, I really think so.

• 1:00:45Maggie Sellers Reum?

  Yeah.

• 1:00:46Speaker 03

  Um, 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, um, at a bigger scale.

• 1:00:59Maggie Sellers Reum?

  Hmm. Can we talk about your wedding a little bit?

• 1:01:01Speaker 03

  Yeah.

• 1:01:02Maggie Sellers Reum?

  Okay, so.

• 1:01:03Speaker 03

  There's not much to say, unfortunately.

• 1:01:04Maggie Sellers Reum?

  Okay, but more like you and Rasmus.

• 1:01:06Speaker 03

  Yeah.

• 1:01:07Maggie Sellers Reum?

  So you guys were dating when you were how old?

• 1:01:09Speaker 03

  Seventeen. He was eighteen.

• 1:01:11Maggie Sellers Reum?

  You've been together for obviously over a decade.

• 1:01:13Speaker 03

  Yeah.

• 1:01:14Maggie Sellers Reum?

  What is your one lesson or piece of advice that you have to keep a relationship working over a decade?

• 1:01:25Speaker 03

  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, is like all the different versions that I have seen Rasmus in. And then 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.

• 1:02:03Speaker 03

  To like actively choosing each other is really beautiful. And I think that in a relationship, you have to actively choose one another always. Cause I think sometimes it's easy to just be, you know, like.

• 1:02:16Maggie Sellers Reum?

  Well, and obviously if you even heard on Chrissy's 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.

• 1:02:24Speaker 03

  Yeah.

• 1:02:24Maggie Sellers Reum?

  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 the office?

• 1:02:38Speaker 03

  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.

• 1:02:45Maggie Sellers Reum?

  I would hate that.

• 1:02:46Speaker 03

  No, it's sometimes I'll be like, baby, and I'm like, oh my God, no, did I call you that? 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 adds something to it. But yeah, it's 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 our relationship.

• 1:03:25Maggie Sellers Reum?

  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 did you just like, kind of just use trust as like your biggest guardian angel as you guys started building things together?

• 1:03:43Speaker 03

  Yes.

• 1:03:44Maggie Sellers Reum?

  Okay.

• 1:03:46Maggie Sellers Reum?

  Contracts?

• 1:03:47Speaker 03

  No.

• 1:03:48Maggie Sellers Reum?

  Just trust?

• 1:03:50Speaker 03

  I love that you thought that though.

• 1:03:51Maggie Sellers Reum?

  Oh, girl, like my husband and I are psychos. We have like a contract and operating agreement for everything.

• 1:03:56Speaker 03

  Honestly, good for you. Um, no, we were just like, I think also like we never thought Jirafani 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 gonna own this percentage. I'm gonna own this. Let's just start. And then now we're like, oh, it's really difficult to like actually make changes to our contracts. 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.

• 1:04:26Maggie Sellers Reum?

  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?

• 1:04:37Speaker 03

  Someone has to earn my trust.

• 1:04:40Speaker 03

  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.

• 1:04:48Maggie Sellers Reum?

  You don't?

• 1:04:48Speaker 03

  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, asks this, like, you 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. Um, but for me, yeah, I'm very much like

• 1:05:11Speaker 03

  trust is earned. But it's not that difficult to earn it, though.

• 1:05:14Maggie Sellers Reum?

  Okay.

• 1:05:15Speaker 03

  So.

• 1:05:15Maggie Sellers Reum?

  So like at your wedding, are you gonna be one of those people that has like 300 people because you're big on relationships or like 50 people?

• 1:05:21Speaker 03

  Like 100.

• 1:05:22Maggie Sellers Reum?

  Okay, so you have your guest list.

• 1:05:24Speaker 03

  We've tried.

• 1:05:25Maggie Sellers Reum?

  Okay, that's the worst.

• 1:05:27Speaker 03

  Yeah, I mean, you got married last year.

• 1:05:29Maggie Sellers Reum?

  I got married twice, 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.

• 1:05:40Speaker 03

  Yeah.

• 1:05:40Maggie Sellers Reum?

  He just, he was like, I've waited 47 years to get married. Like, I am doing this and I'm doing a big.

• 1:05:45Speaker 03

  Really, really sweet.

• 1:05:46Maggie Sellers Reum?

  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.

• 1:05:58Speaker 03

  Why didn't you say anything?

• 1:05:58Maggie Sellers Reum?

  Why didn't you say anything? Weddings bring everything to the surface.

• 1:06:01Speaker 03

  It really does. Like relationships, friendships, issues. You see supportive people, like, everything.

• 1:06:09Maggie Sellers Reum?

  Are you having bridesmaids?

• 1:06:11Speaker 03

  Yes.

• 1:06:11Maggie Sellers Reum?

  Okay, so you're doing like a little bit more of a traditional wedding?

• 1:06:14Speaker 03

  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.

• 1:06:22Maggie Sellers Reum?

  And are you making a moment out of it with Jerf? Like you're gonna 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 two?

• 1:06:32Speaker 03

  Oh, you best believe I will.

• 1:06:34Maggie Sellers Reum?

  Duh.

• 1:06:34Speaker 03

  Okay. I was like, I was in a 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 guest, 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.

• 1:07:07Maggie Sellers Reum?

  Oh, my God. Wait, so have you just, have you told outwardly you don't have to, but do people know when you're getting married?

• 1:07:12Speaker 03

  No.

• 1:07:13Maggie Sellers Reum?

  Okay, so I'm gonna ask you offline. Okay, Mattella Jirf, I could talk to you forever. You will probably have to come on a second time, but can we do a little rapid fire?

• 1:07:21Speaker 03

  Yeah.

• 1:07:22Maggie Sellers Reum?

  What is the last thing you put on your credit card?

• 1:07:23Speaker 03

  An iced vanilla latte.

• 1:07:25Maggie Sellers Reum?

  Love from where?

• 1:07:26Speaker 03

  Alfred's.

• 1:07:27Maggie Sellers Reum?

  What is the last most expensive thing you put on your credit card?

• 1:07:29Speaker 03

  The last, well, I'm trying to source a Chanel bag that I wanna put it on my.

• 1:07:33Maggie Sellers Reum?

  Gab Waller?

• 1:07:34Speaker 03

  Yes, Gab. She's sourcing it for me, so.

• 1:07:37Maggie Sellers Reum?

  Which one? Is it a Matzou?

• 1:07:39Speaker 03

  Yeah.

• 1:07:39Maggie Sellers Reum?

  Okay, tell us more.

• 1:07:42Speaker 03

  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.

• 1:07:49Maggie Sellers Reum?

  Love.

• 1:07:50Speaker 03

  Yeah, I know. I know. Literally everything burgundy. Imagine if I had it here.

• 1:07:55Maggie Sellers Reum?

  That's what you'll come back on, you'll bring it.

• 1:07:56Speaker 03

  Exactly.

• 1:07:57Maggie Sellers Reum?

  Okay, you've done a collab with both Sophia, Richie Grainge, and Hailey Bieber. Who is next on your list?

• 1:08:02Speaker 03

  So for me, beauty is, I love beauty and I love wellness and I love like, you know, supplements and things. And I really wanna do like a Jirf Avenue Go Slow, like berries, kind of like 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.

• 1:08:27Maggie Sellers Reum?

  Love.

• 1:08:27Speaker 03

  Yeah.

• 1:08:28Maggie Sellers Reum?

  Love. Okay, we're gonna manifest it for you.

• 1:08:30Speaker 03

  Thanks.

• 1:08:31Maggie Sellers Reum?

  You could only pick one for the rest of your life. Your eyes are crazy.

• 1:08:35Speaker 03

  I don't like this.

• 1:08:36Maggie Sellers Reum?

  A good blowout or a slow Saturday morning with your two boys?

• 1:08:41Speaker 03

  That's rude. That's not okay. Um.

• 1:08:46Speaker 03

  Damn, I'm gonna have to sacrifice the blowout.

• 1:08:48Maggie Sellers Reum?

  There you go.

• 1:08:49Speaker 03

  Imagine me saying I'm gonna have to-

• 1:08:50Maggie Sellers Reum?

  You know that she loves you.

• 1:08:52Speaker 03

  I'm gonna have to sacrifice Ru and Russ, I would never.

• 1:08:54Maggie Sellers Reum?

  You can only use one for the rest of your life. A Dyson Airwrap or a Rode Peptide Lip Treatment?

• 1:09:02Speaker 03

  A Dyson Airwrap.

• 1:09:03Maggie Sellers Reum?

  Okay.

• 1:09:04Speaker 03

  I need it for my hair. I'm like, cuz otherwise I would have to do like a round brush.

• 1:09:08Maggie Sellers Reum?

  Yeah, no.

• 1:09:09Speaker 03

  That's not-

• 1:09:10Maggie Sellers Reum?

  It's not gonna work for you.

• 1:09:11Speaker 03

  No, I need to save time.

• 1:09:14Maggie Sellers Reum?

  Okay, New York City or LA? To live.

• 1:09:17Speaker 03

  To live? Like, LA, LA?

• 1:09:20Maggie Sellers Reum?

  Mm-hmm.

• 1:09:21Speaker 03

  Right now, I would probably say New York City. I never thought I would say that. But I love New York.

• 1:09:27Maggie Sellers Reum?

  What neighborhood would you live in?

• 1:09:29Speaker 03

  I love Tribeca.

• 1:09:30Maggie Sellers Reum?

  Okay, I love, that's such a good answer. You can also only pick one for the rest of your life.

• 1:09:35Speaker 03

  These questions are not fun.

• 1:09:38Maggie Sellers Reum?

  I'm being really mean to you today. A comfy robe or an oversized blazer moment?

• 1:09:44Speaker 03

  I think I have to go for a comfy robe.

• 1:09:47Maggie Sellers Reum?

  Really? Okay.

• 1:09:49Speaker 03

  Oh wait, do-

• 1:09:50Maggie Sellers Reum?

  No, you're such an oversized, like, comfy robe moment.

• 1:09:53Speaker 03

  Yeah.

• 1:09:53Maggie Sellers Reum?

  With like little icons everywhere.

• 1:09:55Speaker 03

  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. Cuz you can wear it with like activewear and you know, with like, you're going into a board meeting, you're going to lunch, dinner, mm. It's difficult, what would you do?

• 1:10:13Maggie Sellers Reum?

  Oversized blazer, I'm actually gonna buy a Dribe Avenue robe after this because I've been wearing my husband's like XXL and it's just not a vibe.

• 1:10:21Speaker 03

  Yeah, no.

• 1:10:21Maggie Sellers Reum?

  It's just not a vibe. I do these things called HSR love notes cuz I have a very toxic brain. And they're basically an affirmation that like re-trains 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?

• 1:10:39Maggie Sellers Reum?

  What would it be?

• 1:10:40Speaker 03

  Maggie, I don't know.

• 1:10:42Maggie Sellers Reum?

  In crisis, there's growth.

• 1:10:43Speaker 03

  Yeah, I guess.

• 1:10:44Maggie Sellers Reum?

  Let's do that.

• 1:10:45Speaker 03

  Okay.

• 1:10:46Maggie Sellers Reum?

  If you could title this season of your life, what would it be called?

• 1:10:51Speaker 03

  I would do it, you know, like the trailers for like the 2000 movies.

• 1:10:55Maggie Sellers Reum?

  Yeah.

• 1:10:55Speaker 03

  Where it's like, Matilda woke up one day, 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.

• 1:11:17Maggie Sellers Reum?

  Love it. Matilda Girf, where can people find you?

• 1:11:21Speaker 03

  Everywhere.

• 1:11:23Speaker 03

  Literally, no. Instagram, YouTube, Substack, TikTok.

• 1:11:28Maggie Sellers Reum?

  Do you have a favorite platform?

• 1:11:29Speaker 03

  Instagram.

• 1:11:30Maggie Sellers Reum?

  Okay.

• 1:11:30Speaker 03

  Oh, fully. It's where I connect with everyone. It's like where my community is, where Girf's community is. I love DMs.

• 1:11:37Maggie Sellers Reum?

  Okay.

• 1:11:37Speaker 03

  I love DMs. Like, I love being in my DMs.

• 1:11:40Maggie Sellers Reum?

  I'm not even gonna ask for your number. I'm just gonna DM you.

• 1:11:42Speaker 03

  Yeah.

• 1:11:43Maggie Sellers Reum?

  And be like, girl, I'm in Sweden.

• 1:11:44Speaker 03

  Yeah.

• 1:11:44Maggie Sellers Reum?

  Let's hang.

• 1:11:45Speaker 03

  But please also ask for my email. That's my number. I think that's gonna be better.

• 1:11:48Maggie Sellers Reum?

  And last question, how can HSR help you?

• 1:11:50Speaker 03

  We have September 3rd every year, which is our Girf Avenue holiday. Like, it's a national holiday. I'm gonna 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. 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 really special this year.

• 1:12:26Maggie Sellers Reum?

  So we're gonna give it to the HSR people. We're gonna give you guys a tease soon. Gish. Matilda Girf, 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.

• 1:12:38Speaker 03

  Thank you for having me. This was so fun.

• 1:12:40Maggie Sellers Reum?

  Good.

• 1:12:40Speaker 03

  Can we do it again?

• 1:12:41Maggie Sellers Reum?

  Yes.

• 1:12:42Speaker 03

  I'm just gonna move into this beautiful house.

• 1:12:54Maggie Sellers Reum?

  If you're starting a business, there are certain things that are so fun to think about. Y'all know I love a mood board, so everything that relates to the creative, the name, the brand, the website, the vision board. But then there are the things that make you pause and ask, "Am I even doing this correctly, or do I even want to be doing this?" Like forming your business, getting the right documents, keeping your personal information private. This is where our sponsor, Northwest Registered Agent, is so helpful. They're a one-stop shop for founders who want to launch and legitimize their business without turning it into a giant admin spiral. They help you form an LLC or a corporation, act as your registered agent, and give you tools like a business address, operating agreement, website, phone number, professional email, and free guides.

• 1:13:38Maggie Sellers Reum?

  They also have real corporate guides who know your local laws. Visit northwestregisteredagent.com/hsrfree and start using free resources to build something amazing. Get more with Northwest Registered Agent at northwestregisteredagent.com/hsrfree.

• 1:13:58Speaker 02

  Now, more than ever, we need someone on our side. But Rob Whitman? Whitman's votes drove up costs, cut Medicaid, and risked 350,000 Virginians' health care to pay for tax breaks for himself and his donors. He's not on our side. Shannon Taylor will fight corruption, cut taxes, and bring down costs. This November, vote for Shannon Taylor. She's for us. Paid for by HMP, the House Majority PAC dot com. Not authorized by any candidate or candidate's committee.