Influencer Matilda Djerf speaks out after being accused of workplace bullying
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Matilda Djerf, a Swedish social media personality and one of the founders of the trendy fashion label Djerf Avenue, has addressed claims that she fostered an environment of "psychological terror" among her employees.
Djerf, 27, who has been recognized in Forbes' 30 Under 30 list, is reportedly accused of frequently shouting at her staff, compelling one of them to clean her private restroom, and making derogatory remarks about body weight.
In a post on Instagram on Tuesday (December 17), Djerf responded to the allegations with an apology and shared her thoughts on what it means to be a leader.
"In the last few days, I've been a bit silent on social media," the fashion influencer shared. "My main focus has been to connect with the Djerf Avenue team and have a conversation with them. I understand that what I'm saying may not provide a clear answer or resolution, but I felt it was important to communicate this directly to you."
Recognizing her limitations, Djerf confessed that she felt unready for the swift expansion of her business. “When I launched Djerf Avenue, I never imagined it would grow into what it is now… I simply wasn’t prepared. I had no prior experience in leading a team or starting a company, and with the pressure, fast pace, and my own inexperience, I didn’t live up to the leader and coworker I aspire to be. And for that, I sincerely apologize.”
Djerf highlighted her dedication to both personal and career development, saying, “I wish my progress came more quickly. I want to stress that I am fully devoted to doing things the right way and to keep improving.”
In her closing remarks, Djerf promised to emphasize development and responsibility in the future. “I’m dedicated to giving my all to become the best leader and coworker I can be. I will continue to learn and put in the effort to make Djerf Avenue a welcoming and safe environment for everyone. Lastly, I want to express my gratitude to everyone who has engaged in open and sincere discussions with me in recent days.”
Djerf Avenue, recognized for its simple Scandinavian style, has experienced swift growth since starting in 2019. Nevertheless, some former staff members shared with Aftonbladet claims of troubling behavior occurring behind the scenes.
"She could shout at you in front of the entire office. I was anxious every day, fearing I’d face a reprimand," shared one of the eleven employees who spoke out.
"I don't think I've ever felt so terrified of someone before," commented another individual, while staff shared that they were "in tears every day," experiencing "panic attacks" and "hyperventilating."
The report stated, "Many people talk about a persistent issue related to favoritism, where individuals are frequently promoted and then demoted within the organization."
This also covered her private bathroom, which was exclusively for Djerf's "preferred" staff members. When one team member unintentionally used the facility, another was allegedly made to clean the toilet thoroughly before Djerf could use it again.
In a message sent to The Independent, the influencer first expressed that she didn't "see herself in these accusations."
She expressed that she intends to take accountability for her actions and views this as a chance to think deeply, grow, and enhance the workplace culture for everyone at Djerf Avenue. She is committed to improving her leadership skills and plans to keep seeking guidance from a coach.
