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

You were the first person that Haley Bieber and rode ever collaborated with. How did that come to be? It was on my dams. Haley reached out to me. It was like it would be so fun to do something like this collab, yada, yada. 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 girl fab and you and gathered. Growing up in a small town, I did not have exposure to allowing yourself to dream big. Was there a moment that you realized this is not just like me sharing my life? I have chills listening to you say that. 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. Did it take you a long time to get there? Yeah, it did. No, Michelle, not a close-up. 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. December 24, what happens that day? This is new information. Okay, you've done a collab with both Sophia Richie Grange and Haley Bieber who is next on your list. In case you missed it, you're allowed to be hot, smart, and rich. So let's get into it. (upbeat music) Mattel the Girf. Are you ready to get hot smart rich? So ready. So I need to know if my team was just hyping me out. They told me that you sometimes listen to the show, is that true? Yes. Love that. Are you hot, girlie? When I fly, it's the only thing I do. Okay, like my little sleeping pills and then I listen to an episode. And then I have to relisten to it like five times. 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? Honestly, it feels really good 'cause 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 hair styles in your everyday life has not talked about enough. It's really not. And even from an investing perspective, like watching what's happening in Sephora, obviously we did like beauty, skin care, now there's fragrance. 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? Did you just learn that through different exposures? Honestly, my mom is the coolest woman on planet earth. She's blonde, like naturally blonde and then you know, like she's gonna 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. If a 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. So we have one more year basically until you have gray hair as a 30 year old. Oh my god, yes. I need to know if you and high school were voted most likely too. Do you think it would be related to hair, bringing people together or fashion design? That is such a good question. Honestly, like looking at myself in high school, I don't think any of those probably. What would you have been voted most likely to? Maybe like most likely to like travel world, something like that, something with traveling I feel like. When did you start to develop this relationship with beauty and with hair that felt really intentional then? I feel like with fashion, it started 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 'cause I'm like, same girl. I don't know how to put on a nice shadow. For the life of me, I don't know how to apply a shadow. 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 I got a little bit more intentional at like when I was 20. And this is post you living in the United States. So you did a little bit of a two year living in California. Yeah, 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? I mean, I was so young. I was like eight, nine. Did another 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 'cause 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. So were your parents in the military? My dad was in the military. So you were only here for two years. Yeah. 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? Honestly, really strange, 'cause I think that like those two years, it was only two years, but no. At that age, like those two years felt like an eternity. And also it brought a, 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, the town that I come from that's very difficult to pronounce. Wanna try? Brusta. No. (laughs) I would just make sure that I'm gonna tell that, okay? You have to know that a bit, okay? I'm like, well, it's enough. Burros. Burros? Yeah, okay. Lowkey Swedish. Okay, here we go. Next language. Literally. 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 kind of 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 way you can 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. 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? My family. Was there ever, or was there ever like a, I need to be in LA? 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 in 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? 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 see them for that long. 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? 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. What motivates you to get out of bed when you get an invitation to something? And you're like, oh, this is really good. I'm going to get on a plane and go and do it. It's so funny that you ask, because not much. But the animal tan, like anniversary premiere. I told my team, I was like, guys, I think I'm going to like take a plane. Like I'm going to go to LA. I'm going to do like the 14 hour plane just for like that anniversary, like the premiere. And they were like, you're insane with all that. What do you mean? Because I'm really scared of flying. Oh, so I like, I hate flying. So for me, Hannah Montana, Miley Cyrus. That was like the biggest thing, yeah. I wouldn't have done that. I didn't do it though. So you're here in LA because you just started something called gathered. Yeah. What inspired you to start gathered? Well, for me, gathered kind of came from the same warmth as starting your fob and you. 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 want to gather people that inspire me. And then I want to write a substack 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 the table, conversations just go deeper. 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 really like I'm really really excited about that one. I think why I love having you in this chair is like you've seen such an evolution of the creator economy. Yeah. 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. 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 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 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 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 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 Rosmos like I do keep things a little bit more private while also sharing the things that you know I know that my community enjoys hi angels did you know that's describing 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 Mattel de Giraffe 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 maybe not in your mind becoming a household name but like building a brand that is living beyond a specific niche 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 his son 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 of 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 because 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 snow lane at the corner of like that street and it's sweet because now we work a lot with blue snow lane but that was like the first time I interact 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 what do we do we have to clean up and I was so like everything was just so new when it was the first time doing something at that scale and I was just like the craziest thing do you think that's because it was like part this Scandinavian lifestyle that you had birthed into like more mainstream culture yeah how would you describe Scandinavian lifestyle intentional okay 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 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 getting my husband I had the same 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 yeah what is a day in the life living a slow life in a fast-paced world like Monday to Friday 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 a five you know during my morning coffee I do that like in the stillness and the quietness it's just I'm the only one awake Rosmos and Rufas 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 I'm there until six and then like throughout the work hours I try to know like because I have Rufas 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 scandy 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 the scandy lifestyle expand like other people that were doing stuff very similar to you 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 I'm like you like the Scandinavian lifestyle you know like doing that in an American way it's 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 but you're growing up now why 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 there you know whatever they were arguing and I 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 they've always been very like I 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 Jänthmannslag Jänthmannslag Jänthmannslag yeah it's essentially like everybody's worth the same like we're all the same like you're not a lot to be a little bit more successful you're not a lot 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 germ 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 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 where you are as 29 year old Matilda in terms of like owning what you've been able to build because it's incredible 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 I want to hold down 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 listening to this to like absorb that I have like chills listening to you say that. - Yeah. - It did. - You like? (laughing) - No much older, it's not a pulse sentence. We're gonna go there. What do you think you had to do to get to a place where you were proud? - Honestly, I think I also had to own all of 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 gone 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. (laughing) 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 where I wanna 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 running my company and our customers putting the customer front and center making sure that they feel good in what they're wearing and you know, how they're showing up and in what they're seeing around in the world. Period. Again, that is a full sentence. I feel like that really was a long sentence. It's perfect. Okay, so it's 2019. Yeah, you're until the girf, you're about to launch a brand. 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. 'Cause when I did the modeling jobs, I started doing them when I was in Bali with Rasmussen, we were traveling. And then I got back home to Sweden and this company like one of the bigger Swedish like e-commerce companies booked me and I was like, okay, it was so fun. 'Cause that campaign was with Rocky Barnes. 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 Barnes, like what do you mean? Like, that for me felt so huge. I had never modeled before really. 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 and 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 love clothing. I always loved the stylist in my family. I would always like style my friend. So 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 60 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 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 the 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 1920, like you're just kind of like entering the adult world. And for me, I was just seeing so many things 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 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. 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, 'cause everybody talks about like the gap in the market, you know, you need to find the 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. But it's really hard to separate yourself from that, right? 'Cause it feels like I can see the energy. It's like, that's Matilda as much as it's Girf Avenue. In your mind, was there always a segregation? Or were they always interlinked? They were always interlinked. Girf 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 wanna 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 Girf, it's always like, we link to the factories. We do interview with the people who work at the factory. We talk about how to take care of the materials. We tell people, this is where we found the yarn. This is where the fabric is from. This is how they fit it. It's 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. 'Cause I think that consumers also deserve all of that information. They deserve to know. 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 there 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. 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? 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 are community and are 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 we care? And I'm like, yeah, I work here. Like I'll help you with the sizing or somebody like comments like, oh, who's the model and I'm like, oh, what's me? Like I love that. That gets me really excited because that means that people have found your fave and you, 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. And I feel like so many people are tackling it right now. Yeah. Even Haley Bieber to a certain extent is so tied to road. Like although it is separate, it's also not 1,000%. Completely separate. You were the first person that rode ever collaborated with. Yeah. That was so fun. By the way, like that was such a fun collab. 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 have 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 meetings. I couldn't like the people around the table. Like if I told them, they would have been like, OK, 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, Haley's amazing, like working with her was really special, so it was just such a fun collab. We really don't talk enough about how much is actually asked of women's bodies. I really value having one part of my routine that stays the same, which is where our sponsor, AG1, fits into my life. Because it's truly the one thing that makes me feel like I've got myself together. AG1 is a daily health drink. It's got multivitamins, prebiotics, probiotics, superfoods, and antioxidants all in one scoop. Their next-gen formula is clinically shown to fill common nutrient gaps, even in healthy eaters. It also supports immune defense, energy production, and gut health. They're CEO, Cat Cole, who is amazing, knowing that she is leading AG1. It makes me trust it even more. AG1 has over 50,000 verified five-star reviews and comes with a 90-day money-back guarantee. Visit drinkag1.com/hsr [BLANK_AUDIO] 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 looked out right now is like one of the most successful brands, and even in a three-year period, selling for a billion dollar self, what are some of the things you learned from Haley doing that collab as like the creator side that you now take to Jerobab and you? - Why I really love road and why I really love 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 skin care brands and beauty brands and fashion brands. So I really love their attention to details and how perfect and 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. Like every single detail was just so perfect. And I love brands that really pay attention to details. - 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? 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 when you did a collab with Sofia Richie Grange. So we have a mutual friend and I believe, I don't know why, but I think that me and my mutual friend, we were like talking about Sofia's love for PJs. And I started, I sent her a job of PJs and she loved them. My 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 Rosmos, my business partner. If you all say 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 ever contact her for me? She said, 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, 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. 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 turf samples and I always say like I always, you know, 'cause I wear turf 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 post it and people were damning me. Like where's the cardigan from? Then I'm like, yes. 'Cause then it's turf and then I know that people like it. But then it's almost too late because if you're only waiting until we 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, let's all do your collabs. That's coming to mind right now for turf. 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 in like the DMs and everything. So I feel like gut feeling is also data. You know what, where I love to use for that? Mementum. 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 have Mementum?" Recently just got back on TikTok. I deleted the app from very long time 'cause 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 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 Jervov any time's auto-club? 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. I would be the first to sign up for that and I don't even live for this like drop model. I've never been that girl. That's like nine a.m. I'm just thing stuff. But like I would nine a.m. be purchasing that. I would make sure that you would have a ho ho. 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 10 acts like that offline. Like she is texting me just like, when Haley Bieber reposted Hot Smite rich in her stories 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 Lipovetski. 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 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? 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 fastest space but more so like the founder led brands saying like in the social media space, I really do think it's the brands that make it are the brands but like the really strong why and the really strong purpose. 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. And you are still here. And I'm actually not gonna 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 24th? Yes. Take me back. This goes out to the news. Where are you? How did you feel? 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 was like a year ago now. And I was like this is actually really traumatizing for me to see this. But now I, it's not traumatizing anymore. So but yeah I was in a house and I called it the glass house. 'Cause the house was just like glass. I 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. You did know it was coming. Yes. How does 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. So you had some time to kind of like come to terms with this. Oh yeah and we were in contact with the journalists. Like we were speaking to her. Okay so you're in December but you've known about this in August. Yeah. Okay. So what happens that day? 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. 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? 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. For us like for Rosmos and I, the number one priority was just everybody within the company. 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? Was it helpful to have Rasmus as your partner in life like going through that experience? 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. When you were in that moment and I'm sure your head is going like I'm million different places, how did you recenter your brain? 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 myself 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. It keeps combative thinking 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's saying really stuck with me and kind of like when those spiraling thoughts came I 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 but I really really like I find so much strength in it. I feel like even dealing with my own situations and as any 30 year olds 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 contacts 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 Jerf. 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 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 octopic pregnancy and looking back that was like it was in 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 and 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 octopic pregnancy and I remember afterwards night 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 it I was like okay I will drive down to my hometown 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 do you think that being the leader that you are today you had to have gone through what happened to become the Matilda jerk that you are as a leader today yes but I never like I never want anybody to feel bad 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 difference out 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 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 stop 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 yeah 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 yeah 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 want to 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 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 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 it has looked different throughout the years 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 also in terms of just like knowing I think that I've 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 contacts like before I really thought being a good leader might 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 did you have exposure to entrepreneurs like when you were growing up or are you like the first entrepreneur of your family 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 do you become all that you are today and I mean I give so much credit to them because they've always allowed me to beat 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't do anything so you and Rosmos run journey - Yeah. - Yeah. Like describe the, the Jerp 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 Jerp Avenue girl. Or guy. - In the beginning when we started hiring, we hired very young. Like from like 2021 to probably like 2023, I think the age, like what's it called like the medium? - Yeah, the medium 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 Jerp 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 Jerp Avenue is and they wanna be like, they wanna 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. And now I feel like we have like a good mix of people. There is no better feeling as an entrepreneur than hearing that sound. Am I right? Especially when you're in the depth of setting up and building a business. 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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. 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 you're from? You 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. 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. And 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 90% of the time they fall apart and he's like, I hate to tell ya. But I like, I feel like it should be a mix of both. Yeah, '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, well, this happened, it will 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. Are you a manifestor? I am, yeah. I actually very like sidetracked, but a sweet story. I was for the animal tan anniversary. I love that I can always find ways to come back to animals. I don't know, but for the animal tan anniversary, I 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 a plane to the US and I will have 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, creative manifestation. It's really sweet. What are you manifesting right now? Both for you and for Jurf. And for gathered. So for me, I'm just, everything I'm manifesting right now is like very much connected to our wedding. For Jurf, 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, okay. So there's not much to say, I'm fortunate. Okay, but more like you and Rosmos. Yeah. So you guys were 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? So many. I feel like the biggest thing is always being interested in each other. I think that throughout the years, what I find really fun and really fascinating, is something that I love. It's like all the different versions that I have seen Rosmos. And then like I've seen him grow from being this like teenager to like being this young adult who 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 keeping 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. 'Cause I think sometimes it's easy to just be like, you know, like, yeah. 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. 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 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 we'll call out. I want to hate that. No, it's sometimes he'll be like, baby. And I'm like, oh my god, no, I'm gonna 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, add something to it. But 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. When you guys were figuring out even joining a business together, where 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? Yes. Okay. Contracts. No. Oh, just trust. I love that you thought that though. Oh, girl, like my husband or his psychos, we have like a contract and operating agreement for everything. Honestly, good for you. No, we were just like, I think also like, we never thought. your family 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 actually make changes "to a contract, so now it's just a lot of trust." And building a life together, and owning properties, owning houses and apartments, and saying, "We just see how there's a lot of mutual trust." Well, you guys have been together for such a long time. So I think that there's a level of that trust that you earn, or you someone that gives trust right away, or someone has to earn your trust. Someone has to earn my trust. I think I've also 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 do the beginning. Not at first, you know, you have to. I'm very much like a relationship person. I've always like, my therapist is like, she always explains to me, asks this, like, you're such a relationship builder, like you really thrive on building relationships with people, and that's like a pro anacom. But for me, yeah, I'm very much like, trust is earned, but it's not that difficult to earn it though. Okay, so, so like at your wedding, are you gonna be one of those people that has like 300 people 'cause your break on relationships are like 50 people, like 100. Okay, so you have your guest list. We've tried to like, that's the worst. Yeah, I mean, you were married last year. I bought 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. Yeah. He was like, I've waited 47 years to get married, like I am doing this, and I'm doing a bit. 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 day, and didn't get the invitation, and I was like, oh. But didn't you see anything? Why didn't you say anything? Weddings bring everything to the surface. It really does. Like relationships, friendships, issues, you see supportive people, like everything. Are you having bridesmaids? Yes. Okay, so you were doing like a little bit more of a traditional wedding? Yeah, I think that I was actually speaking to my friend the other week, and I was saying just that, but I think that my wedding will be a little bit more traditional than people think it will be, and are you making a moment out of it with Jurf? Like you're gonna do like, you know how some people at own brands, they do like a collab for their Bachelor, or you're hearty, or like these things, or are you gonna try to combine too? Oh, you best believe I will. Don't, yeah. I was like, I wasn't 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, and she's amazing. 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 told Outwardly you don't have to, but do you people know when you're getting married? No, okay. So I'm gonna ask you offline. Okay, Matilda Jurf, I can 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 ice vanilla latte. Love from where? Alfred's. What is the last most expensive thing you put on your credit card? The last, well, I'm trying to source a Chanel bag that I wanna put it on my gab roller. Yes, gab. She's sourcing it for me, so. Which one is it in Matilda? Yeah, okay. Tell us more. I mean, I wish I knew the name of it. I don't, I just found it and I loved it. This is like burgundy, like perfect little love. Yeah, I know, I know. Literally everything burgundy. Imagine if I had it here. That's where you'll come back on, you'll bring it. Exactly. Okay, you've done a collab with both Sofia Richie Grange and Hailey Bieber. Who is next on your list? So for me, beauty is, I love beauty and I love wellness and I love like supplements and things. And I really wanna do like a Jurf Avenue go slow, like berries, kind of like magnesium, like powder or 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, love. Okay, we're gonna manifest it for you. Thank you. You can only pick one for the rest of your life. Your eyes are so crazy. I don't like that. A good blowout or a slow Saturday morning with your two boys. That's rude. That's not okay. Damn, I'm gonna have to sacrifice the blowout. There you go. Imagine me. You know that she loves you. I'm gonna have to sacrifice everyone else, I would never. You can only use one for the rest of your life. A Dyson Arap or a road peptide lip treatment. A Dyson Arap. Okay. I need it for my hair. I'm like, 'cause otherwise I would have to do like a round brush. Yeah, no. That's not, that's not work for you. No, I need to save time. Okay, New York City or LA. To live. To live? Like LA LA? Mm-hmm. 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 loved right back then. Yeah, I love, that's such a good answer. You've been also only picked 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 go for a comfy robe. Really? Okay. Or wait, do you? No, you're such an oversized like comfy robe moment. Yeah. Like little icons everywhere. 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, 'cause you can wear it with like active wear and you know, with like you're going into board meeting, you're going to lunch dinner. That's difficult, but what would you do? Oversized blazer. I'm actually going to buy a drip of a new robe after this because I've been wearing my husband's like XXL and it's just not a bag. Yeah, no. It's just not a bag. I do these things called HSR Love Nodes 'cause 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? Oh my, I don't know. In crisis, there's growth. Yeah, I got it. Let's do that. I got it. If you could title this season of your life, what would it be called? I would do it, you know, like the trailers for like the 2000 movies. Yeah. Where it's like "Matsulee woke up one day, da da da da". And I would do something like really powerful. Something about like, you know, she stepping in to like this new kind of like era where she feels like very confident, you know, like turns out that critics step into herself, you know, just like, boom, boom, boom, love it. Mattel, the giraffe, where can people find you? Everywhere. Literally, no. Instagram, YouTube, sub-sac, 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 the girfs community is. I love DMs. Okay. I love DMs, like I love being in my DMs. I'm not even gonna ask for your number. I'm just gonna DM you. Yeah, I'm gonna be like, "Growlman, Sweden." Yeah. "Let's hang." But please also ask for my name. Let's take my number. I think that's gonna be better. And last question, how can ages are help you? We have September 3rd every year, which is starting June 5th, new 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 close to down Friday. 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, 'cause it's right off your summer. So it's a little difficult. But yeah, we're doing something really special this year. So we're gonna give it to the HSRP. We're gonna give you as a tease soon. Gesh. But tell the 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. - You were having me. This was so fun. Good. Can we do it again? - Yes! - I'm just gonna move in to this beautiful house. (upbeat music)