not everything is perfect | matilda djerf

Summary

Podcast Summary: CHEERS! with Avery Woods

Episode: "not everything is perfect | matilda djerf"

Date: April 27, 2026
Host: Avery Woods
Guest: Matilda Djerf (Founder of Djerf Avenue)

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Episode Overview

In this intimate and lively episode, Avery Woods shares a glass of wine with social media icon and entrepreneur Matilda Djerf. The conversation traces Matilda's journey from spontaneous travels and modeling gigs to founding Djerf Avenue, a globally-loved, size-inclusive fashion brand known for its authenticity and ethics. The duo discuss real life behind the "It Girl" aesthetic, building a company as a young woman, public vulnerability, wedding plans, coping with online hate, and practical self-care. This episode is rich in candid moments, humor, and advice for creative souls, business builders, and anyone navigating public or personal expectations.

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Key Discussion Points & Insights

1. Matilda’s Origin Story & Evolution

(07:11–09:00)

• Matilda never aimed to be an influencer; she started by sharing her travels and daily life post-high school with her now-fiancé, Rasmus.
• Modeling jobs and Instagram growth happened organically, eventually leading to 100K followers.
• After returning to Sweden and facing the choice between traditional work and pursuing social media, she trusted her gut and gave it a shot.

"I just did it. I went for it and it worked." — Matilda Djerf [08:43]

2. Relationships and Growing Alongside Your Partner

(09:00–13:15)

• Matilda and Rasmus have been together since high school, totaling 11 years.
• Both recognize the rare, deep connection built by weathering life and professional changes together.
• Matilda shares her romantic proposal story on a family island in Sweden, featuring family, live music, and fireworks.

"Seeing him go from this 18-year-old Rasmus ... and that he's like evolved into this beautiful grown man and that we still keep on choosing each other all the time..." — Matilda Djerf [10:10]

3. Business Philosophy and Djerf Avenue’s Ethos

(23:09–26:26)

• Wanting to disrupt the fashion space, Matilda prioritized customer experience, inclusivity, and transparency.
• Refused to do retouching or promote unrealistic standards.
• Djerf Avenue features real customers as models, showing every size from XXS to 3XL, and provides full details about materials, production, and manufacturing.

"For me, it was more about the perspective of, like, I think we can do something differently... the customer and the community, like, they need to be in the room." — Matilda Djerf [24:30]

4. Navigating Cancel Culture & Public Scrutiny

(26:26–29:07)

• Avery opens up about the mental toll of online hate and feeling forced to curate everything for public approval.
• Matilda echoes the struggle, emphasizing authenticity and the necessity to set boundaries to protect one’s mental health.
• Both reflect on how female leaders face harsher scrutiny and double standards, especially about balancing work/motherhood.

"I never want to be someone else for the sake of entertainment or for the sake of being liked and being approved." — Matilda Djerf [28:16]

5. Leadership Lessons & Setting Boundaries

(32:15–34:52)

• Early in her business, Matilda tried to be constantly available, at the cost of her own healing (citing returning to work the day after emergency surgery).
• She now values boundaries and self-care as leadership strengths.

"The best version of myself will look different every day, and I have to honor that as well." — Matilda Djerf [33:48]

6. Vulnerability, Body Image, and Social Media Authenticity

(39:24–41:24)

• Matilda has a background in eating disorders and self-harm, making her commitment to non-retouched, inclusive visuals deeply personal.
• She wants to ensure no one feels inadequate consuming her content.

"I never want anybody else to feel the way that I felt...because it's not, yeah." — Matilda Djerf [39:46]

7. Self-Care, Routines, and Romanticizing Life

(41:35–44:34; 59:15–60:23)

• Matilda loves routines: journaling, beautifully-prepared coffee, working out (Pilates, boxing), and cooking (including her controversial Swedish tacos with banana).
• She shares practical hair and beauty routines, emphasizing her brand’s clean and subtle scents.

"I just really love to romanticize my life...I love to foam my milk for my coffee. I love to put in a beautiful cup because it just fills my cup." — Matilda Djerf [41:35]

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Notable Quotes & Memorable Moments

• On Customer-Centric Fashion:

  “It was never about a gap in the market. For me, it was the perspective of: I think we can do something differently... the customer in the room.” — Matilda Djerf [24:30]

• On Boundary Setting After Personal Loss:

  “Instead of allowing myself to properly heal... I was straight into work, like the day after.” — Matilda Djerf [32:15]
  “Now it’s more so, like, I am the leader that they need me to be. I’m there when they need me, but I’m not always available, because I can’t be.” — Matilda Djerf [33:48]

• On Social Media and Authenticity:

  “I never want anybody else to feel the way that I felt.” — Matilda Djerf [39:46]
  “I think that’s what it is to be human.” — Avery Woods [34:12]

• On Online Hate and Double Standards for Women:

  “Would you say this to a man that has a wife that stays home... No. No. You would praise him.” — Avery Woods [30:58]
  “It is weird. Like, it’s difficult, but I think all we can do is show up — and to push through.” — Matilda Djerf [32:05]

• On the Power and Value of Community Events:

  “It gives me the opportunity to dream up these like, really fun happenings for our community... some will come alone and then they leave with new friends.” — Matilda Djerf [58:13]

• On Romanticizing Daily Routines:

  “I just really love to romanticize my life... I love foam in my milk for my coffee.” — Matilda Djerf [41:35]

• Fun Moment: Swedish Tacos

  “I'm probably gonna get roasted for this. I don't think I'm allowed to call this tacos...It'll get worse. Then I'll have like cheese, sour cream... banana” — Matilda Djerf [45:04]

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Timestamps for Important Segments

• Matilda’s Social Media & Relationship Origins: [07:11–13:15]
• Business Principles & Customer Focus in Djerf Avenue: [23:09–26:26]
• On Cancel Culture & Setting Boundaries: [26:26–29:07]; [32:15–34:52]
• Authenticity, Body Image, and Eating Disorder History: [39:24–41:24]
• Routines, Meals, & Hair Care Discussion: [41:35–49:45]
• Community Events & Djerf Avenue's Future: [56:00–58:52]
• Balancing Work, Relationship, and the Business: [54:11–56:00]
• Rapid Fire Q&A: [60:45–65:15] (coffee, music, fashion icons, texting vs. voice memos, always-in-bag item)

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Rapid Fire Highlights

• Coffee Order:
  "Single shot cappuccino, regular milk, or just black coffee with regular milk." [61:11]
• Favorite Song Lately:
  "Shoes in Texas, Ella Langley. I love country music." [61:50]
• Lip products:
  "Road and Summer Fridays, the new Toasted Marshmallow is really good." [64:00–64:05]

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Tone & Atmosphere

The episode is upbeat, candid, and deeply personal—mixing humor with serious, soulful discussions about vulnerability, grief, resilience, and running a business. Both Avery and Matilda maintain warmth and relatability, inviting listeners into a conversation among friends.

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Where to Find Matilda Djerf

• Instagram, TikTok, Substack, YouTube: @MatildaDjerf
• Djerf Avenue: Website & Instagram

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This episode offers a rich tapestry of personal transparency, business wisdom, and creative joy. Whether you’re an aspiring entrepreneur, a lover of fashion, or someone navigating social expectations, there’s something here for everyone.

Transcript

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[Avery Woods]

Eat Sonic Cheers is presented by Ashley. Ashley Luxe is an all new collection that's changing the meaning of luxury and inspires your everyday spaces with premium furnishings at a surprisingly practical price. I'm so excited cuz I just got two of the upholstered armchairs with the round end table to add to my office from Ashley and it totally transformed the room. It brought everything together and it just looks so, so luxurious and beautiful. As you guys know, I remodeled our whole house and did all of the furnishings. It was such a large project and what I've come to realize is that you really do not need to break the bank to have luxurious furnishings in your home. Ashley does such a great job at having luxurious options at a lower price point to make sure your home is looking like Architectural Digest worthy. Ashley Lux really helped set the mood for the house. When I'm hosting friends I have more seating in my office now when I'm having meetings and it's just been so, so warm and welcoming for everyone that's coming into my space. Discover the new Ashley Luxe collection by visiting Ashley in store or online at ashley.com l u x e. Hey it's Avery. Welcome to Cheers. You have no idea how excited I am for this episode cuz I I have to tell you something. I would normally never say this cuz it's almost embarrassing but when I first started my podcast in 2023 we came up with a list of people that I would want on and it was like maybe 10 people and you were one of those names. Yes.

[Matilda Durf]

Oh my God.

[Avery Woods]

I just respect you so much as a businesswoman and also in the Influencer space and what you've created. Cuz it's so hard to do and people don't understand how hard it is. But everything you post just makes me very happy. And I remember when you followed me and started messaging me, I was like, oh, I made it. I said, that's it. I, I'm good. Like, it, it was, it was such a pinch me moment. And like, you know, like, I'm head to toe in Jerf right now. I love Jerf. I've been a customer of your brand for so long, but I think what you do as a businesswoman is something I admire so much and I am excited to talk to you about.

[Matilda Durf]

I'm blushing. Can you tell?

[Avery Woods]

You're also. Can I just say, I told her, I said, you're even prettier in person. It's sickening.

[Matilda Durf]

Avery, you're so sweet.

[Avery Woods]

No, it's true.

[Matilda Durf]

No, you're. You're so sweet. And also, I'm so excited to be here.

[Avery Woods]

Thank you. I absolutely adore you.

[Matilda Durf]

Like, I always, whenever you wear Jer, if I scream and I, I send. We have our little slack channel. And I'm like, oh, my God, a ranger. So, no. This is so fun. I'm so grateful.

[Avery Woods]

I'm so glad you're here. I got you a matcha. Tell everyone your order.

[Matilda Durf]

I'm really basic. It's an iced vanilla matcha with a little bit less syrup.

[Avery Woods]

Yeah, not as sweet.

[Matilda Durf]

Not as sweet. Yeah, not as sweet.

[Avery Woods]

Do you make matcha at home? Are you that type of person?

[Matilda Durf]

I do. I go in, like, these different periods where I do, but lately I haven't because I, I don't know. I.

[Avery Woods]

They're never that good when I'll enjoy a matcha. Like, I have to make my own coffee. I can't go to a coffee shop. I feel like they can't make it the way that I make it at home. I'm so particular.

[Matilda Durf]

What's your order?

[Avery Woods]

So, so when I'm I at home every day, I make a brown sugar honey sea salt latte.

[Matilda Durf]

Excuse me?

[Avery Woods]

Yeah, but all dairy free.

[Matilda Durf]

If I knew that, I would have ordered that instead of, oh, I would

[Avery Woods]

have just made you one. I can make you one after if you still want more caffeine. But with matcha, I haven't been brave enough to try. Like, when people get out the brush and like, make it all official. That's a lot for me.

[Matilda Durf]

Yeah. No, it's so easy though. Like, it really is. I, I, I know. I'm like a period person. Like, I'll go through periods where I'm like, I always drink my coffee the same every morning, and then I try something new, and then I get stuck on that. So I think with Match, I just kind of. I left it like, 2023, but then I like ordering it, especially in the afternoon.

[Avery Woods]

Yeah, yeah, yeah, yeah. You. Your life is so esthetic. Like, it's everything that you do. I'm like, okay, I need to screenshot that and, like, try to recreate that. But if I did it, it would be like. I mean, you saw, like, the American Girl doll slippers upstairs on my floor. Like, I have toys just all over my house.

[Matilda Durf]

I have dog toys all over my house.

[Avery Woods]

Oh, so cute, though.

[Matilda Durf]

Everywhere. Yep. My dog is obsessed with balls, so it's just like, all over the apartment.

[Avery Woods]

Your dog looks AI.

[Matilda Durf]

I know.

[Avery Woods]

What's. Tell me the name of your dog again.

[Matilda Durf]

Rufus.

[Avery Woods]

Rufus? Yeah. Like, what kind of. What's the breed?

[Matilda Durf]

Oh, my God. Okay, so he is mixed. He's like shih tzu. I don't even know how to pronounce these in English, so you'll have to correct me. Shih tzu. Las last. Abso.

[Avery Woods]

Okay.

[Matilda Durf]

German spitz.

[Avery Woods]

Okay.

[Matilda Durf]

Chinese crested, which is like ch. Like a Chinese snake. A dog. He's the best.

[Avery Woods]

He looks like a panda slash fox slash bear. And he looks like a forever puppy, which is why I like him.

[Matilda Durf]

He's my entire world. Like, I can't even speak about him

[Avery Woods]

because I'm like, you'll get emotional. Yeah, yeah. But imagine, like, with the type of mother that you'll be.

[Matilda Durf]

I mean, I hope so.

[Avery Woods]

Yeah.

[Matilda Durf]

I really do.

[Avery Woods]

Yes. If you. If you take that good of care of your dog and love your dog that much. Like, imagine a human child.

[Matilda Durf]

I can't even. You know, my brother and his wife just had a baby, so I'm, like, stepping into my auntie era.

[Avery Woods]

I love that.

[Matilda Durf]

I am obsessed. All I do is purchase things for him.

[Avery Woods]

They're so small. Yes. They're tiny.

[Matilda Durf]

Like, the little hat that I got. I'm like, will this fit his head?

[Avery Woods]

Like, it's so tiny, and it's like dressing a doll. Right.

[Matilda Durf]

It's so cute.

[Avery Woods]

I know.

[Matilda Durf]

And he's so perfect. And I just want to cuddle with him. And now that I'm here, I'm, like, missing two weeks of his life.

[Avery Woods]

Yeah. Yeah.

[Matilda Durf]

It makes me really sad.

[Avery Woods]

And they grow so much.

[Matilda Durf]

Don't say that.

[Avery Woods]

In two weeks. I know, I know. I'm sorry. It's true, though. Like, I. I look back. And we always say, Stevie is like our morphed child. Like, she was born and looked a certain way. And then when she was like a chunky baby, like six months, she looked like a completely different kid. Where I was like, did our baby get swapped, like, at the hospital? Like, who did we bring home? And then, like, toddlerhood, she looked different. And now, I don't know, she's just like a little lady. It's so. It's so interesting how quickly they change, you know, I have so many questions for you. I don't even need to look at my cards because I already know what I want to ask you. When I first discovered you, Jerf was already, like, a very established company. So I want to know, before Jerf, how did you start on social media? What were you doing in your life?

[Matilda Durf]

I mean, Instagram, for me. Like, it was never a thing where I. So I was like, I'm going to be an influencer. Like, I want to work with social media. I just graduated high school, 2015. Rasmus and I, my business partner and fiance, we started traveling together. We were in, like, Caribbean island hopping, living our best lives, like, staying at, like, you know, like, hostels. We were living with people. I always, like, I have a really clear memory of us making, like, cheese sandwiches and then bringing them to the beach. And they were so sweaty and moist when we were at the beach, and we were just, like, munching them up. Love the best time.

[Avery Woods]

The soggy bread.

[Matilda Durf]

Yeah, so soggy. Like, I think that the, like, the silver foil thingy that you put around it, you know, it, like, made it kind of really, really, really sweaty. So everything was just soggy and sweaty. But I loved it. And it didn't cost anything. It was so cheap, and we could just be there. And we were just, like, living our best lives for three months. And then we got back to Sweden, and then I. We both worked. So I did, like, I worked at a juice bar at that time. Um, and then we kept traveling. We went to Bali in Australia. I don't really know why. I think that was just, like, the place to go at that year. So we went there. I started randomly getting into modeling jobs, which was never, like, a goal for me. It just kind of randomly happened. But what it did was it gave me the opportunity to make money and to be able to continue travel. So we were in Australia and Bali for, I think it was like, six months. And then I got back to Sweden. I had a hundred thousand followers at this time. And I was like, okay, maybe I can try to do this. And my mom was like, are you sure? And my mom is my biggest supporter. But she was like, are you really sure? Like, how will this work?

[Avery Woods]

She has to make sure you're taking care of yourself.

[Matilda Durf]

Exactly. And I was like, you know what, mom? Like, it'll work or it won't work. But I think that I have to try this because I do not want to go back to pressing juices because I wasn't feeling good there. Like it wasn't what I wanted to do and I just, Yeah, I just did it. I went for it and it worked.

[Avery Woods]

Thankfully, you guys have been together for a long time, you and your fiance. I didn't realize that.

[Matilda Durf]

11 years. We met in high school.

[Avery Woods]

Wow, that is so rare and it's so special. And he's here today, which I love that I got to meet him and how supportive he is. But I feel like in this industry is so rare to have essentially like a life partner, you know, And I feel lucky to also have had that. I've been with David since I was 18.

[Matilda Durf]

Yeah, I met Ross when I was 17.

[Avery Woods]

Yeah, see, and it's like, I think there's something so special about meeting someone and them being, being with you as you become successful and you grow into who you are today. Because I'm like, when I met my husband, I had nothing for myself. Like, I didn't have money, I didn't have a name. I wasn't anyone to anything or like anyone, anybody to anyone. And no one knew who I was. I was a barista at Starbucks, you know, a freshman in college. So that's a good job. It was a great job.

[Matilda Durf]

A lot of caffeine.

[Avery Woods]

Yeah.

[Matilda Durf]

Yep.

[Avery Woods]

And my. I was on their health insurance like 20 hours a week and they had full health insurance, which was a big deal, especially in America. So. But yeah, I think there's just a special type of bond when your partner has been with you through everything.

[Matilda Durf]

Yeah. I mean, I feel really grateful that we have done this life together. And two, I mean, for me, like seeing him go from this 18 year old Rasmus to then, you know, all the different chapters that he has been through and that he's like evolved into this beautiful grown man and that we still keep on like choosing each other all the time and we have so much fun together and he's genuinely just like my best friend and it's. I remember when we started seeing it, like when we started dating and I think we had been together for like three or four years and I was like, okay, this will last. Like, either we will grow together and also, like, grow as individuals, or we will grow apart. Like, it'll go either way. And obviously, we have grown together. And I think that's just. It's such a special thing. Like, you've been through so much with that person, and I don't think I could ever. Like, nothing could replace that.

[Avery Woods]

Can you tell me the proposal story?

[Matilda Durf]

Oh, it's really sweet.

[Avery Woods]

I think I've ever shared it. And your ring, it keeps catching my eye.

[Matilda Durf]

I should have cleaned it before I came here.

[Avery Woods]

No, girl, you're fine.

[Matilda Durf]

Would have sparkled more.

[Avery Woods]

Yeah, no, he did a good job. He did. He did a great job.

[Matilda Durf]

We were at our vacation home at our summer house. And it's on this, like, small island in Sweden. And it's my favorite place on planet Earth. Like, I've grown up there. Every summer I've been there. My dad's side of the family. We been on that island for, like, more than 100 years.

[Avery Woods]

Wow.

[Matilda Durf]

And it's just, like, it's the best place for me. There's like, no cars, no stores. It's just nature. And I had a meeting. And in the meeting, my friend and colleague calls me or he texts me first, and he's like, matilda, we really need to talk. And I'm like, oh, it's going on.

[Avery Woods]

You're like, oh, no, can we do this later?

[Matilda Durf]

And he's like, it's really, really urgent. And I'm like, okay. And, like, my pulse starts racing. Like, it goes up. I'm like, what has happened? What is this? Like, that's never a good feeling. Yeah. And then I get off the meeting and I call him, and he's like, I need to speak to both you and Ross. So I start, like, yelling at Ras. I'm like, rasmus, like, get in here. We need to chat with Alex. And he's like, matilda, we need to chat now. And I'm just, like, running through the house towards Rasmus. And then I don't remember exactly what happened after that, but I think that Alex, like, hung up because he knew what was happening. And Rasmus, like, pulls me outside to our backyard or, like, our outdoor kitchen. And I hear music playing. And I'm like, what is this? Like, this is weird. Why is there, like, instruments playing? And who's outside our gate? Like, who is this? And at that time, I thought it was my grandpa. So he plays instruments. And I don't know. I just, like. I was like, why is he doing a little tour around the Island. But I was like, okay. Like, he's doing his thing. But then I hear that it's this, like, one special song that we have listened to since we started dating. And then everything just happens very quickly. Like, he gets down on one knee and he proposes. And then, like, the music, like, so there were two men who were playing instruments, and it just continued. And then, like, I see my dad, and I'm such a family person. I see my dad running across the yard, and I'm like, what is he doing? And then, like, a second later, fireworks are going off.

[Avery Woods]

Oh.

[Matilda Durf]

And I'm like, oh, my God. And that's. That's very rasmus. He loves fireworks. And my family came. His family came. And then we had a chef come and make us, like, a beautiful dinner, and it was just like, the best night.

[Avery Woods]

That's amazing.

[Matilda Durf]

Yeah.

[Avery Woods]

It's so special. And I feel like anytime you post when you're at your vacation house, that you're very. It's like a very freeing. You can be yourself. You're left alone. It's like your safe space. We have. We have that type of place in a small area near Santa Barbara, which is like an hour from here. And, like, my grandma lives there. My great grandma lived there. And it's like you're home away from home. But there's so much family history.

[Matilda Durf]

Yeah.

[Avery Woods]

You know, it's something special.

[Matilda Durf]

And I think that, like, I always speak about, like, the different versions of myself, and I think that the version of myself and at my summer house is probably, like, one of my favorite versions of myself, because it's just like the barefoot. I get to just be. You know, I get to be in nature. I get to be with my dog. And whenever I there, I'm. I'm just like, this is what really matters for me. Like, this is what life for me is about. It's about my family and about feeling good and about staying healthy and taking care of myself and. Yeah. I just feel very lucky to have it.

[Avery Woods]

Yeah. And I feel like when you're in a place like that, you are kind of. You're disconnecting. Like, I'll put my phone down. I'll live in the moment. And I feel like with the jobs that we have, it's so easy just to get sucked into all the noise in your screen and scrolling.

[Matilda Durf]

Yeah.

[Avery Woods]

But you have to enjoy life. You do, you know, and people have kind of lost touch with that.

[Matilda Durf]

Yeah.

[Avery Woods]

And that's a big change I made this year where I just. When three o' clock hits and I go pick my kids up from school. Like, I put my phone in the drawer and charge it, and I just have to log off.

[Matilda Durf]

Yeah.

[Avery Woods]

You know, or else you'll be on forever.

[Matilda Durf]

I mean, that's such a privilege to be able to do that. That sounds like heaven.

[Avery Woods]

Yes.

[Matilda Durf]

And that's like, I've always said, like, when I bring kids into the world, like, I want to be able to be fully present. Like, that's my goal and my dream.

[Avery Woods]

Yeah. Okay. Now, are we doing any wedding planning yet?

[Matilda Durf]

We have started, so we have locked in a venue.

[Avery Woods]

Okay.

[Matilda Durf]

That's about it.

[Avery Woods]

Do we have. Can you give us, like, a rough vibe, like, of. Of what you would want? Like, are we talking, like, ethereal? You're not a ball gown girl. Are we talking a large party, a small party?

[Matilda Durf]

It'll be about, like, a hundred. Oh, that's great. Yeah. I feel like that's, like, a good size.

[Avery Woods]

Yes.

[Matilda Durf]

I've always said that I want to be able to, like, speak to everyone at my wedding, and I also want to be able to, like, actually, you know, enjoy it. Yeah. Yeah. But, yeah, I. I think that my wedding will maybe be a little bit more traditional than people would think it would be. I feel like when I've spoken to people, they're like, oh, it's going to be so, like, romantic and flowers and so many things. And I think that, yeah, I think it's going to be a bit more traditional, but who knows?

[Avery Woods]

Are you gonna wear your hair up or down?

[Matilda Durf]

I don't know. I don't know anything. I don't know the dress. I don't know hair. I don't know makeup, which is fun, because I feel like I can try different things.

[Avery Woods]

Oh, yeah.

[Matilda Durf]

But I feel like in one way, I kind of feel like I want to have my hair up because I feel like sometimes when I have my hair down, I'm just. Hair. Like, it's so much hair.

[Avery Woods]

We were all talking about your hair before you got here because you're so looking forward to seeing it.

[Matilda Durf]

Oh, my God. I hope I'm having a good hair day.

[Avery Woods]

Yeah, you're always having a good hair day. Are you kidding me?

[Matilda Durf]

No.

[Avery Woods]

I was gonna ask you, like, do you ever have bad hair days or.

[Matilda Durf]

I do, but when I do, I try to just do, like, a cute little updo to mask it.

[Avery Woods]

Anything you do with your hair, I'm like, this is. It's crazy. It's all yours.

[Matilda Durf]

Yeah.

[Avery Woods]

Hashtag blessed.

[Matilda Durf]

But thank you, Dad.

[Avery Woods]

I. Oh, love is on the dad.

[Matilda Durf]

Oh, yeah. My dad has the best hair.

[Avery Woods]

Okay.

[Matilda Durf]

Yeah. And it's funny because I see Alex nodding because he thinks my dad is really hot.

[Avery Woods]

I get the same about my dad. Everyone calls him the silver fox. And I'm like, okay, he's 70. Like, please back up. This is weird.

[Matilda Durf]

I love that, though.

[Avery Woods]

Yeah, but I feel like I need at least, I'm like, directing your wedding at least two dresses from you so then you can have an option of two different hairstyles.

[Matilda Durf]

That's very true. I said that. But then Alex goes, you won't have time to do another hairdo. And I said, yeah, of course I do wedding.

[Avery Woods]

You'll have hair and makeup there. It'll be fine.

[Matilda Durf]

No, it'll be good. Yeah. I feel like. I mean, it'll be traditional, but also like. Yeah, like, it's gonna be big. Like, things are gonna happen.

[Avery Woods]

It's gonna be an event.

[Matilda Durf]

I need different dresses. I need different things to happen.

[Avery Woods]

Yeah, no, you only get it once.

[Matilda Durf]

Exactly.

[Avery Woods]

It's like, make it right. And you guys have been together for so long, like, this is your time. You deserve to enjoy it.

[Matilda Durf]

I was gonna say it's my time to shine, but I guess it's our time to shine.

[Avery Woods]

Yeah. You're always shiny, babe. You're good.

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[Avery Woods]

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[Avery Woods]

Summer break should be fun, but it's also important to keep young minds active. IXL helps kids stay engaged and avoid losing progress between school years. IXL is an award winning online learning platform that helps Kids truly understand what they're learning, whether they're building math confidence, strengthening reading and writing skills, or Reviewing Science Concep. IXL is used in 96 of the top 100 school districts in the US and studies showed kids who use IXL score higher on tests proven in all 50 states. IXL is a program that we used for Ziggy in between kindergarten and first grade. And it truly changed the game for us. Just like every kid, he loves to be on his iPad. We don't allow things like YouTube, but we love downloading learning games for him. And he thinks IXL is the funnest game, even though he's actually learning something. Because we moved mid school year for kindergarten, we wanted to make sure he was on the right track to be able to be at the first grade level going into his new school. And IXL kept him on track. Now that Stevie's going into kindergarten, she's also been using IXL because she wants to be just like brother. And they both are loving it. They're both finishing their school year strong. Stevie is finishing TK and Ziggy is finishing first grade going into second, which is crazy. So they've been using IXL to review key skills, stay sharp over the summer, and build confidence in challenging areas. I'm excited because it gives them both a head start for next year. And who does not want their kid to exceed make impact on your child's learning. Get IXL now and Cheers with Avery Woods. Listeners can get an exclusive 20% off IXL memberships when they sign up today at I.com cheers Visit ixl.com cheers to get the most effective learning program out there at the best price. Do you know where you would go for a honeymoon?

[Matilda Durf]

I actually don't know. We've spoken a little bit about it and we have like, some destinations that we've talked about, like throughout the years that we wanted to go to. So maybe it'll be there. But yeah, we haven't really decided. What do you think?

[Avery Woods]

Well, you guys have traveled so much that it's hard because it's like, do you want something that you know is going to be great or something new?

[Matilda Durf]

I feel like something new, I think.

[Avery Woods]

I mean, have you ever done like the coast of Italy?

[Matilda Durf]

Yes and no.

[Avery Woods]

Because I feel like that could be very romantic.

[Matilda Durf]

Yeah, that's true.

[Avery Woods]

You could also do like a grease. Like our friends did all three Greek islands on a boat. And so they went like to different places. But it's like, do you want to be stagnant? Do you want to.

[Matilda Durf]

Yeah.

[Avery Woods]

Be adventurous.

[Matilda Durf]

See, so many questions.

[Avery Woods]

It's also like the time of year, matters of, like, you know, if the weather's going to be good.

[Matilda Durf]

Yeah. I'm going to have to message you and ask you for advice. I can tell.

[Avery Woods]

Oh, I mean, I'm not really one to ask. I didn't have a wedding.

[Matilda Durf]

So you still know things. Apparently. And I love it. You're like, you're doing two dresses, you're doing this. That's the energy I need.

[Avery Woods]

It's because we're planning our vow renewal.

[Matilda Durf]

Oh, sweet.

[Avery Woods]

Because we got married in a courthouse for $75 because we didn't have any money.

[Matilda Durf]

Yeah.

[Avery Woods]

So now it's our 10 years in June. And so we're like, we're having a vowel renewal because we never had a wedding. And so now I'm like, in the thick of that. And what are you guys doing? So we're actually going to do it at the house.

[Matilda Durf]

Okay.

[Avery Woods]

I want it very intimate. And we found a company that will cover the pool. And so the whole back deck where the view is will all be, like, usable space.

[Matilda Durf]

Oh, that's so smart.

[Avery Woods]

And so I just. I just want, like, one long table with like, our 30 closest people. Have a chef. Do you like wine? Just make it very special and. And very private because obviously I want the kids involved and I don't. I don't show the kids on the Internet. So I just want it to be for us.

[Matilda Durf]

That sounds perfect.

[Avery Woods]

You know, you have to celebrate love. Yes. And then 10 years. Yes.

[Matilda Durf]

Yeah. Celebrate it.

[Avery Woods]

And that's the thing is, like, it's so special to be able to go into it not having a wedding, but celebrating it in this way because it's like, we've got come so far and things have changed so much, but we also were like, let's do the honeymoon we never had. So I think we're going to do like a two week vacation.

[Matilda Durf]

As you should.

[Avery Woods]

I'm like, bye.

[Matilda Durf]

That sounds perfect. I'm jealous. Yeah.

[Avery Woods]

I'm like, love you kids, but I got to go.

[Matilda Durf]

Yeah, I almost got to go.

[Avery Woods]

Mommy's got to wear a bikini.

[Matilda Durf]

He's got to scooch.

[Avery Woods]

Yeah, yeah.

[Matilda Durf]

Put on a little G string. Live your best life. Exactly.

[Avery Woods]

I'm going to come back pregnant, though. Don't say that.

[Matilda Durf]

Dang it.

[Avery Woods]

I'm like, I can't have any more kids. That's really. I'm topped out. Okay. One of my favorite things about Jerf is I feel like you have a very rare ability to create items that I can never find anywhere else. And I love that the designs are so unique. It's so size inclusive, and I appreciate that so much. And it's so rare to have that. So where did the idea first start brewing and how did it come to life?

[Matilda Durf]

So I'm like, how do I keep this short? I'm very good at talking about dirt and never stopping. I love my little baby, but I did the modeling jobs, I did the influencer jobs, and I. I mean, I. It was so fun to do it all. And, I mean, I felt very privileged to be able to do it because I'm from this, like, very small town and I never really dared to dream big, but it all kind of just, like, happened. But as I was doing it, I just saw so many things that didn't really sit right with me. So, like, the heavy editing and, you know, if you go online, like, it's only one size represented. And I was just like, who decided that a size small is like, the standard size across the world, across all websites, all companies? Like, who? Who made that decision? How did that happen? Why is editing so normal and all of these things? And it was also, like, on the other side, it was like, the event and all the things that I was invited to as an influencer, and I loved it, obviously. I feel so grateful that I was able to do that. But I was also just like, why is the customer never in the room? Like, why do we never think about the customer? So many of these things just kind of like, started brewing in my head and I was like, I really think we can do something differently. And I did design collaborations. They sold out. I loved when this one Swedish brand asked me, can you do. Can we do a restock? And Ross came to me. He was like, matilda, I just think we should try to do something on our own. So when we started talking about it again, like, it was never about a gap in the market. It was never about, like, oh, I want to. I see this huge gap of a clothing brand, because, I mean, there's not a gap in the market for a clothing brand. But for me, it was more about the perspective of, like, I think we can do something differently, and I think that we can do, like, we can create a brand where the customer is put front and center, where they're, you know, like, they're a part of all of our campaigns. They're, you know, building the brand with us. We're not building it only for them, but also, like, with them. And then since the start, it's just been like, no retouching. Since the start, we've had our customers and community members be the models of our campaigns and E Com now we showcase all sizes on the websites. Like, when you go to our product, it's the extra, extra small to triple extra large. And even that, like, that costs a lot of money to actually develop on the website. But for me, it was like, so given. And I think that so many of the things that we do are just like, it's so given. Like, of course the consumer, like, the customer and the community, like, they need to be in the room. It's like when we have our meetings, like, I always, like, leave. Like, I'm looking at an empty chair here because I'm like, oh, that's our customer. Like, she's sitting in the room with us. And I think it's just so important because the brand is for the customer.

[Avery Woods]

The thing that got me really hooked and that made me motivated to purchase from the site was when I was able to look at a product and scroll and see the different sizes on the bodies. Because I feel like when you invest in clothes, no matter what the cost is, you don't want to guess and swipe your card and then not know if it's going to fit. And so I loved seeing how it fit on all the different models bodies because I was confident in. In making my order and my purchase.

[Matilda Durf]

Exactly. And I mean, also, like, I was speaking to. To my friend about this the other day and I was saying, like, as a consumer, I think that consumers deserve to have all the information that they need before making a purchase. Like, on our website, you can find information about the factories, you'll find photos, you'll find interviews, you'll find, like, the origin of the fabric, you'll find the composition, the size, detailing. Like, everything you need to know to feel really secure about a purchase, you will find before you press the shop button. And I think that that's the least we can do.

[Avery Woods]

Yeah, I fully agree. Listen, I've been through it on the Internet, okay? I know what it feels like to get dragged more than anyone. And I feel like I have made my fair share of mistakes and been held accountable. But I think with Cancel Culture, I wish it was people want. Want you to be better and do better and learn from your mistake and move on like you do as a human being. But I think in Cancel Culture, it's gotten to a level where they don't want you to make a change. They just want a reason to hate you. And it's taken me to very dark places, to the point where I haven't scrolled on my TikTok for you page in probably a year. Because I have to protect my peace. That's another reason why I put my phone down. I have to live in the moment. Because during the hardest times, and I'm not saying that I blame other people for things that I've done or mistakes that I've made, but I've. I've learned that what matters is that I work on. On myself as a human being and make sure that I'm the best version of me so I can be the best wife, the best mom, the best friend, when you're just constantly dragged, no matter what you do, you just are living to this impossible standard that you'll never reach. And I started taking hate comments as, like, constructive criticism. And it was changing who I was and the things that I shared. And it made me sad that I was taking that constructive criticism. And I say that with air quotes because it's really just hate comments from people I've never met before. So because of what you have experienced online, do you feel like you're held to a standard now where you feel like you're walking on eggshells or have to change what you do or say at all times because, you know, you have so many eyes on you?

[Matilda Durf]

That's a good question. And, I mean, I really relate to what you're saying in the sense of, like, what I always want to do is show up as the best version of myself. Like, whether that's as a fiance or as a dog mom or as a daughter or sister or, you know, like leader, whatever it is. And to do that, I have to fill my own cup. And historically, I've tried to fill my own cup, but I haven't always succeeded. So I think that's also something that I'm really prioritizing, like you said, like, setting boundaries. But I also think that, like, what I've always wanted to do on my socials is show up as myself and as my authentic self. And I never want to be someone else for the sake of entertainment or for the sake of being liked and being approved. That's just. That's not a life that I feel like I can live. Like, I want to live a life that is true to myself, and I want to feel good about it. And I want to feel good about how I show up for other people and how I show up for myself.

[Avery Woods]

And I think there's a vast difference between being an influencer and a Public figure and being a business owner. My husband and I do a lot of business behind the scenes that people don't necessarily see on camera. And it's, it's so sad that in my head, when I'm making decisions or maybe fixing something that was done wrong or trying to train someone or be a leader, I always second guess the way I'm communicating. So I'm like, they're just going to say I'm a bitch because I'm a female. My husband is a stay at home dad. I fully support my family with my business and what I do. And I'm so proud of that because. Because when I was in nursing school, he made me quit my job at Starbucks so I could focus on studying. And he was the main income for our family for half of our marriage. It was an honor to be able to do that. And we got to a point where we were like, we either hire a full time nanny to raise our kids, which is the salary that he was making at his job, so we're canceling out breaking even, or we have the privilege to both be home. Obviously I work and I have to travel for what I do, but like, I do work from home and I'm very lucky in that. And we're both home with our kids during like the most special years of their lives and we made that decision. When I go on work trips, even if it's 24 hours, the comments. Are you ever home with your kids? All you do is leave them. How does it feel raising kids that won't have a mom present? And my response every time is, would you say this to a man that has a wife that stays home and is raising their kids at home, that's traveling for work? No. No. You would praise him and say, good for you for taking care of your family. The double standard is so difficult. And I want to know how you deal with that as a female business owner.

[Matilda Durf]

I mean, first of all, like, that's insane. And I mean, even just from like speaking this short time, I'm like, I know what an absolutely beautiful mom you

[Avery Woods]

are, so thank you.

[Matilda Durf]

Don't. And I know it's so hard because things get to you, but don't ever let that get to you because you know and your family knows and your kids know. Like, that's what actually matters. Yeah, that's like the point that I've gone to where it's like, I'm going to continue to show up for my company. I'm going to continue to unfortunately sometimes have to take tough decisions for the business. Because, you know, as a business, you have to make money, it has to go around and that's all I can do. And the double standards, I'm hoping that the more that we show up within spaces, like I've always said in Sweden, like, you know, the events that, like, you know, banks do, like bank lunches and whatever, like, I necessarily don't have, like, I don't want to show up, but I do it because we need more women in the room. And I will continue to push that and I will continue to push for that. And I think that if many of us do and if we continue to push for it, hopefully the double standards kind of eventually disappear. Like, that's obviously where we want to get to, but it is weird. Like, it's difficult, but I think all that we can do is show up.

[Avery Woods]

Yeah.

[Matilda Durf]

And to push through.

[Avery Woods]

Was there any changes that you made in the way that you perform as a leader? When everything happened so publicly?

[Matilda Durf]

I think that the biggest thing was just setting boundaries. Like, previously, I started the company when I was 22. I started hiring when I was 23. Now when I, like when I speak to 23 year olds, I'm like, I wish I gave myself more grace and more applause for. For like actually even running a company at that age. When we started the company, I was always available. That's what I thought a good leader was. Like, I need to be available at all times. So no matter what I was going through privately, I would show up to the office. Like, I always. I usually give the example of my ectopic pregnancy because that's one of the most difficult times that I've ever been through. And we were four at the time. Within the company, I had the worst stomach ache for like three days. And then eventually I go into the emergency room and I have to have like surgery right away. I'm just like sent up to the room. They removed my left fallopian tube and obviously like the pregnancy couldn't go through. And that's one of the darkest periods of my life. And instead of allowing myself to properly heal and to give that time for myself, I was straight into work. Like the day after. I was like answering customer service. I was doing the dms, I was doing it all. And I think that I wish that I would have set those boundaries earlier. But I think for me, never having, you know, been a leader before, I really thought being a good leader was always being available. And now I set the boundaries where. So it's also like, again, I want to make sure. That I show up as the best version of myself. And I've always said, like, that the best version of myself will look different every day, and I have to honor that as well. So now it's more so, like, I am the leader that they need me to be. I'm there when they need me, but I'm not always available because I can't be. It's impossible.

[Avery Woods]

Well, and like I was saying before, if I'm not the best version of myself and taking care of myself, especially my mental health, I wouldn't want to be around me either. But I. I think it's. It's so powerful what happens when you take care of yourself and when you work yourself so thin, you don't have the ability to show up 100 as yourself, you know, or the best leader or the best mom or best friend or whatever the case may be.

[Matilda Durf]

Yeah.

[Avery Woods]

And I think that's what it is to be human.

[Matilda Durf]

Yeah.

[Avery Woods]

But also, what. What. I also think that I learned so much, and I know I came out a better person, so it's like I would never go back at the end of the day and change anything because they were really hard lessons to learn. But I know I'm a better version of. Of me, fully.

[Matilda Durf]

I've always said, like, my goal is to always be a better version of myself every single day. Like, I always want to evolve.

[Avery Woods]

Yeah.

[Matilda Durf]

That's my. Like, that's what I want. I've always wanted that. Like, I've always worked on myself. Mental health for me has always been a priority. So I think that, like, if I were to one day just stop evolving, that's not where I want to be.

[Avery Woods]

Yeah. So going back to your ectopic pregnancy because I wanted to talk to you about that. Because I remember when you shared it.

[Matilda Durf]

Yeah.

[Avery Woods]

And I remember, like, the incisions and you. You showing pictures of it and all that. What motivated you to be so public and share that? Because obviously people are going to have opinions no matter what, and it's a very personal thing. But I also think it's really important to talk about because so many women experience it.

[Matilda Durf]

That was. That was my.

[Avery Woods]

Why?

[Matilda Durf]

Yeah, I. When it happened to me, I had no idea what it was. Like, I had never heard of it, which I also think is crazy because it's such a common thing and you can die from it.

[Avery Woods]

Yes.

[Matilda Durf]

But as a woman, like, nobody had told me about it, and I had never read about it. So for me, it was like, I went through it, and then a couple of months later, I started sharing about it because for me it was like, if this can help one person, if I can save one person's life, then sharing that pain will be 100% worth it for me. And throughout the years since sharing, I received so many messages from people saying that because they read my post, they went to the ER and because they read my post like it saved their life. And I think that is just such a powerful tool. Like social media can be so powerful if you use it the right way. Speaking about it, it's always like a little bit painful because it really was such a loss and it was really, it was awful. But I just knew that, like when I felt strong enough, I just knew that, like I need to share this because more people need to know about this.

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[Avery Woods]

cool or weather appropriate?

[Sponsor/Ad Voice]

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[Avery Woods]

Chime makes your everyday spending work harder by delivering real rewards and financial progress. Chime is not just smarter banking. It is the most rewarding way to bank. Join the millions who are already banking fee free today. It just takes a few minutes to sign up. Head to chime.com avery that is chime.com Avery Chime is a financial technology company, not a bank. Banking Services the Secured Chime Visa credit card and my pay line of credit provided by the Bancorp Bank, N A or Stride Bank NA MyPay eligibility requirements apply and credit limit ranges 20 to $500. Optional services and products may have fees or charges. See chime.com fees info. Advertise annual percentage yield with Chime+status only. Otherwise, 1% APY applies. No minimum balance required. Chime card on time. Payment history may have a positive impact on your credit score. Results may vary. See chime.com for details. In applicable terms. We are in a day and age on social media where being vulnerable is what's important. No one wants to see the fakeness anymore. And another thing I love about you is how real you are about body image and not retouching and not using photo editing apps like we've talked about. We just talked about this before the cameras are rolling. You know, where it's like, it's rare for me to be able to even take a selfie with someone. Especially, you know, where I live and everyone's kind of online and a celebrity or influencer and they're like, make sure you face at me. And I was like, what the hell is FaceApp? And then I realized it's like a facetune thing. And I'm like, is this really where we're at in life? It's really. It makes me sad for my daughter, you know, as she gets older, because I can't even imagine where social media is going to be when she has the ability to have it. Which I told her when she's 18 and she can pay her own bills. But what. What was the first time that you were so open about sharing about body image and. And being so vulnerable publicly?

[Matilda Durf]

Oh, my God. I don't even remember. I come from a background of an eating disorder and self harm and a lot of my, like, my teenage years, I was dealing with a lot of it. So then when I started the modeling, I did this one specific job where they retouched my body like three sizes smaller. And after that job, I was just so gutted, like, being. I don't know, maybe I was like 20 at that time. It's not fun to see.

[Avery Woods]

No.

[Matilda Durf]

So that's also, you know, for me, like with Jerf, that's why I'm so, like, against the retouching. Like, we don't. If it's like a little pimple, if it's a stretch mark, like, it's gonna be there. Like, we're not gonna retouch anything, period. Because I never want anybody else to feel the way that I felt. And with my channels, I think that I don't know when I started, but I just one day kind of felt like I need to share about. Like, I need to be open about this. Because also it is social media. Like, you see the perfect images, you see the reels, you See the videos. Everything looks beautiful. Everything looks perfect. And I think it's just important to talk about the fact that, like, I also have insecurities. I also go through things. I also deal with mental health, like, all of these things, because I never want anybody to come onto my page and feel bad.

[Avery Woods]

Yeah.

[Matilda Durf]

And to feel like it's this crazy thing where everything is perfect because it's not. Yeah.

[Avery Woods]

I think people look at our job publicly and they think that it is, like, this perfect everyday thing. And I'm like, no, no, no. It is so curated to be a certain brand and aesthetic. But it's so important to share. And I. I love that. Like, I love consuming the. The aesthetic, the It Girl. And I want to talk to you all about that because you are that for me. But I love the mix of realness.

[Matilda Durf]

Yeah.

[Avery Woods]

Because people need to be reminded. Like, we wake up every day as human beings. Yeah. You know, like, that's. It is what it is. But I think that's what makes people so much more relatable.

[Matilda Durf]

Yeah.

[Avery Woods]

Because no one's life is perfect, even if you think it is, you know? And you know that knowing people in the industry behind the scenes, like, no one has it perfect. No one has it easy.

[Matilda Durf]

Life is life. Yes.

[Avery Woods]

Yes. Okay. So speaking of you being the It Girl, what's your everyday like? I want to know, like, the perfect Matilda day.

[Matilda Durf]

That's a good question. I mean, I think that also. I will say that, like, I. I just really love to romanticize my life. Like, I think that I'm always working. I'm very busy. So for me, it's like, I love romanticizing the small things. Like, that's. It's become such a big thing of, like, how I just make every day a little bit extra special. So, yeah, I do, like, love to wake up early. I love to do my little, like, gratitude journal. I love to foam my milk for my coffee. I love to put in a beautiful cup because it just, like, fills my cup.

[Avery Woods]

Yes.

[Matilda Durf]

It makes me feel a little bit more, like, giddy. Yes. But, yeah, I'm usually like, I'll either work out at home or I will go to the gym, but then I'm just at the office.

[Avery Woods]

What's your favorite type of workout?

[Matilda Durf]

I love when I work out at home. I usually do Pilates.

[Avery Woods]

Okay.

[Matilda Durf]

But I love strength training. I've always loved strength training. I love boxing. Really?

[Avery Woods]

Yeah.

[Matilda Durf]

Okay.

[Avery Woods]

Baddie.

[Matilda Durf]

Yeah. You should see me.

[Avery Woods]

Oh, my God. I want to. I want to see you.

[Matilda Durf]

It's funny because Alex again. Alex he worked out with me once and we did boxing. He was like, oh, my God. If people knew, like, you could. People knew you could beat up.

[Avery Woods]

Yeah, no, no. Hell no.

[Matilda Durf]

No. But it's really fun. It's like, it's such a good thing for my mental health, like, working out. For me, like, when I was younger, it was very much focused on, like, I wanted to look a certain way.

[Avery Woods]

Yes.

[Matilda Durf]

For me today, like, working out is just like, it's about how I feel. I feel good. I love to move my body. I love to celebrate my body. And it's just like that little time that I get to be just like fully with myself.

[Avery Woods]

And then you go to the office.

[Matilda Durf]

I go to the office. So I'm usually there from like maybe like 8 to 6.

[Avery Woods]

Okay.

[Matilda Durf]

Sometimes 9 to 6, depending on the day. Like, I do other. I invest in other companies. I have a lot of, you know, side things that I also do. So every day kind of looks different. Like one day, so shoot. The other day, it's a meeting with another brand, and then it's another day. It's like, full jerk. It's just so ever changing, which keeps it really interesting.

[Avery Woods]

Yeah.

[Matilda Durf]

I think that my office days are just very glamorous. Like, they're just meetings, meetings, meetings.

[Avery Woods]

Yeah.

[Matilda Durf]

I'm always just in meetings.

[Avery Woods]

It's crazy when people don't see the behind the scenes of how many meetings are involved with what we do.

[Matilda Durf]

Sometimes I'll do, like, I'll try to do like a vlog, like a daily vlog.

[Avery Woods]

And I'm like, this is boring. I'm on a computer all day.

[Matilda Durf]

Just like me in front of a computer the entire day. I'm like, that's not interesting. Like, that's not fun. Yep.

[Avery Woods]

And then. Are you cooking dinner? Are you going out?

[Matilda Durf]

I really like to cook. I didn't before. I've always loved to bake. It's just a little random. But the last year, I think last year I really got into cooking. So I do love cooking. And I love to, like, meal prep on Sundays. Like, I'll do my little breakfast. I'll do like little snacks. But I'm also like a person who goes into, like, these periods. Like I was talking about with my Matcha before. Like, I'll have the same lunch and dinner for like two weeks.

[Avery Woods]

Oh, you're a fixation girl.

[Matilda Durf]

Oh, fully.

[Avery Woods]

I'm the same.

[Matilda Durf]

Fully.

[Avery Woods]

Yeah. I have like the same snacks and I'll rotate it like every four weeks. And I'm like, all right. I've had Enough of those chomp sticks. I gotta change it up.

[Matilda Durf]

I keep it very difficult for Rasmus. He's like, but I thought you loved these. And I'm like, no, that was three weeks ago.

[Avery Woods]

Yeah, you're like, no, no, no. My palate has changed.

[Matilda Durf]

Exactly.

[Avery Woods]

Okay, what's. What's one of your favorite dinners to cook for the two of you?

[Matilda Durf]

Right now? I'm into. Right now. I'm, like, into this period where I just, like, love tacos, but, like, Swedish tacos.

[Avery Woods]

Wait, what's a Swedish taco?

[Matilda Durf]

A Swedish taco as, like, a wheat tortilla. And then we do, like, the minced meat, but we do it with, like, like, bell pepper and, like, this barbecue powder. I'm probably gonna get roasted for this. I don't think I'm allowed to call this tacos.

[Avery Woods]

I'm so.

[Matilda Durf]

I'm gonna call this, like, minced meat burrito.

[Avery Woods]

Okay.

[Matilda Durf]

So people don't get too upset, because this is not a taco, because I. It'll get worse. And then I'll have, like, cheese, sour cream, spinach, cucumber, and a little bit of sweet chili sauce. Yum. And then sometimes this is where I fully will get roasted. Banana.

[Avery Woods]

Yeah, you gotta keep it interesting. So here's the thing. You had me before banana, because I was locked in, and I was like, no, that's a taco. I want to know how that idea came about. Were you just, like, looking around, like, how could I change this up? And you grabbed a banana from your counter?

[Matilda Durf]

No, I think my high school friend always had banana in her tacos. So I was like, okay, I'll start. But we also, in Sweden, we do banana on pizza.

[Avery Woods]

What?

[Matilda Durf]

Oh, yeah. Like, it's called, like. I don't know what it's called, but it's like, chicken curry, banana, pineapple.

[Avery Woods]

I've never been to Sweden, and I'm gonna come visit you.

[Matilda Durf]

Yeah, you have to.

[Avery Woods]

I want to come just take a trip because it looks so beautiful. And then I want you to take me to get banana pizza.

[Matilda Durf]

I'll get you banana pizza and banana tacos. I wish you were we, Avery.

[Avery Woods]

I wonder if it's, like, the sweetness with, like, the texture.

[Matilda Durf]

It is.

[Avery Woods]

Okay. Do you cook the banana or just raw? Like a full banana?

[Matilda Durf]

No, just, like, a couple of slices. Okay. And then you can also put in, like, a little cheese Doritos.

[Avery Woods]

You ever have the hard taco show?

[Matilda Durf]

Bell, Cheesy Loco, Coco, Dorito, Moco, whatever it's called.

[Avery Woods]

Oh, yeah. You know it's my favorite, but they sell the shells, the Dorito shells. So you could do your taco and that with the banana.

[Matilda Durf]

Sell that in Sweden. Oh, I'm gonna have to bulk import it.

[Avery Woods]

I'm gonna send you a big box of American food.

[Matilda Durf]

Please do.

[Avery Woods]

Yeah. You have to be responsible for your own bananas because I'm not touching that. It. No.

[Matilda Durf]

It's really good, though.

[Avery Woods]

I swear. Okay. The hair is really. It's just something else. Like, it's full of secrets. You know, the higher the hair, the closer the God, as they say.

[Matilda Durf]

Yeah.

[Avery Woods]

Tell me, like, the breakdown of how to get the classic Matilda hair and, like, what products we need to be using.

[Matilda Durf]

Honestly, this is not an ad for my own brand. But I just used your family beauty.

[Avery Woods]

Yeah. And you're also. Your lotion is in my bathroom, and I'm obsessed with it.

[Matilda Durf]

I know.

[Avery Woods]

It smells like an adult version of, like, the cleanest baby lotion you can put on someone.

[Matilda Durf]

It's always really fun hearing people explain the scent, but everybody says it differently.

[Avery Woods]

I don't like super florally overpowering scents. When I crawl into bed, like, I want to feel clean and smell clean, and that's exactly what the lotion is.

[Matilda Durf]

Same. Honestly, same for me. Like, when we formulated the scent. I'm really picky with scents. Like, I don't wear perfume. I can't do products that. Where the scent is, like, too strong.

[Avery Woods]

Yeah.

[Matilda Durf]

So when we formulate it, I was so picky, it took forever because I just wanted something that felt, like, very fresh and, like, neutral. Like, I don't like when it's too florally and too sweet. That's gonna get a little, you know, nauseous.

[Avery Woods]

Yes.

[Matilda Durf]

But, yeah. So I wash my hair, like, once a week, sometimes twice, depending on how sweaty I've been.

[Avery Woods]

What's your favorite shampoo and conditioner?

[Matilda Durf]

Fabni Beauty. Breezy. Yeah. Shampoo, conditioner. Hair mask. When my hair is extra dry, like here in la, I'll have to do a hair mask. Yeah. And then out of the shower, I use our leave in conditioner. And then I also use the Redken. The Redken. What's it called? Like, Acidic Bond Treatment.

[Avery Woods]

Is it in that white tube? Yeah, yeah, I have that.

[Matilda Durf]

Yeah, I'll use that because my hairdresser has always wanted me to use it. So I always put in my hair and then breezy styling mist.

[Avery Woods]

Yep.

[Matilda Durf]

A little blowout. Usually the Dyson.

[Avery Woods]

Yep.

[Matilda Durf]

And I use the Dyson just because it makes it so much easier. Otherwise, you have to go in with a round brush. And I Have not perfected that yet.

[Avery Woods]

Also, my arms hurt if I use a round brush, and I don't have the skill to do two arms at once.

[Matilda Durf]

Yeah. No, a Dyson.

[Avery Woods]

I love the Dyson. And it took me so long to invest, and it wasn't until, like, a couple years ago, and they had the, Like, a Black Friday sale or something, and I bought it and I was like, how did I ever live without this?

[Matilda Durf]

No, it just makes life easier.

[Avery Woods]

Do you do rollers?

[Matilda Durf]

I will use, like, the barrels, and then I will clip it up. I usually don't use rollers. I just, like, clip it in the curl and then I let it cool.

[Avery Woods]

Okay.

[Matilda Durf]

And then I let it loose.

[Avery Woods]

Do you do overnight curls? I forget.

[Matilda Durf]

No, I don't know how to.

[Avery Woods]

I feel like you need the silk rods.

[Matilda Durf]

Okay.

[Avery Woods]

I think you would love them.

[Matilda Durf]

I feel like you're gonna have to teach me.

[Avery Woods]

Well, I took my extensions out, so I have, like, three hairs. But I will say your hair is layered perfectly with the silk for the silk rod.

[Matilda Durf]

Okay. I'm gonna have to buy it. It's that, like, the little.

[Avery Woods]

There's. It comes in a pack of three.

[Matilda Durf]

Okay.

[Avery Woods]

And the first one, you need to roll forward.

[Matilda Durf]

Okay.

[Avery Woods]

And then you.

[Matilda Durf]

Anyways, you're gonna have to send me.

[Avery Woods]

I'll just send you some videos.

[Matilda Durf]

Well, it. The videos, never. I don't understand them.

[Avery Woods]

No.

[Matilda Durf]

Okay, you're gonna send me the link. And then next time you get extensions, you're gonna have to send me a little tutorial.

[Avery Woods]

Here's the thing. I'm telling you, I think it's gonna change your life. My bedtime routine is so crazy. David's like, you're a crazy person. Like, my face mask mask, silk bonnet greased up in lotion.

[Matilda Durf]

Do you follow that? Dr. Miranda on, like, NP Miranda on Instagram?

[Avery Woods]

No.

[Matilda Durf]

It's this girl. She's amazing. I'm obsessed with her. She does the routines where it's like, get ready with me. And then she has, like, 100 layers on. Like, it's the face mask. It's like.

[Avery Woods]

Oh, she, like, sheds everything. Yeah.

[Matilda Durf]

It's so satisfying.

[Avery Woods]

Everyone's doing, like, a belly button patch thing. Like, what is that?

[Matilda Durf]

The castor oil with the. The belly button patch.

[Avery Woods]

What is that supposed to help with?

[Matilda Durf]

Well, so it, like, detoxes, but then when you put it in the belly button, it's also because I was speaking to this girl who gave me a lymphatic massage, and she was telling me, like, also putting it in your belly button is like, it's so concentrated that it's really like really, you know, powerful. So she's like, you can like, when you start, you literally just like put a little bit in your belly button. She's like, don't do a teaspoon like people are doing. It's going to be just a little

[Avery Woods]

bit of castor oil in your belly button.

[Matilda Durf]

Yeah. She was like, you don't need to like fill it up and do the band, like the little thingy. She was just like, just put your little meat with my finger. Just put your little finger in the oil and then put in your belly button.

[Avery Woods]

Okay.

[Matilda Durf]

But I think it like detoxes the liver. I don't know. Do not quote me on this.

[Avery Woods]

The amount of things that we could add to our routine, I mean, I would never go to bed.

[Matilda Durf]

No, we just need to keep it simple. We would be up all night, all night long.

[Avery Woods]

I would never go to sleep.

[Matilda Durf]

Same.

[Avery Woods]

This show is sponsored by Better Help. Better Help has been a life changer for me when it comes to having therapy and the convenience of my own home. Therapy has truly changed my life. I don't say that lightly. I recommend therapy to quite literally everyone. I feel like I'm a walking ad for Better Help because everyone in my life knows the way that therapy has changed the game for me and I encourage it to everyone. Even if you don't think you need therapy, if you've been feeling overwhelmed, stuck, anxious or unsure, that's okay. Those feelings are more common than we think. May is mental health awareness month. A good reminder that you don't have to go through those feelings alone. Having someone with you to listen, to understand and to support you can make all the difference. Whatever is keeping you up at night, therapy with Better Help can help you. Whatever's keeping you up at night, therapy with Better Help can help you check in with yourself and gain support from experienced professionals. That's one of my favorite parts about having a therapist is that I feel like I was always emotionally unloading on my poor husband and I needed a third party perspective of someone that wasn't so involved in my life to give me great feedback and try to help me deal with emotions in a healthier way and how I can convey my feelings and communicate with other people. BetterHelp is the world's largest online therapy platform. Just take a short questionnaire to identify your needs and Preferences and BetterHelp will handle the initial therapist matching work for you. Feel confident knowing Better Help therapists work according to a strict code of conduct and are Fully licensed in the US you don't have to be on this journey alone. Find support and have someone with you in therapy. Sign up and get 10% [e-mail] Avery woods that's better. H lp.com AveryWoods America's best network just got bigger. Switch to T Mobile today and get built in benefits the other guys leave out. Plus our five year price guarantee. And now T Mobile is available in US Cellular stores.

[Matilda Durf]

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[Avery Woods]

Okay, now that I have you in my chair though, I'm like, what else could I ask? Are, is this your natural tan?

[Matilda Durf]

Yes.

[Avery Woods]

You are so tan all the time.

[Matilda Durf]

I get very tan easily. Like I've been in LA for a week now and I've been out in the sun maybe like twice. It's my dad's side.

[Avery Woods]

What's your dad's name?

[Matilda Durf]

Pontus.

[Avery Woods]

Shout out Pontus.

[Matilda Durf]

Yeah, that's a good.

[Avery Woods]

I'm like, I need back here blushing. He's like, yeah, I love that guy. Listen, we're just, we're just part of the hot dad club. Like, what do you want from us? Sorry. My gosh. Okay, so in your relationship with your fiance, you guys are also business partners. How do you keep a healthy relationship? Like, do you have boundaries with that? Are you able to kind of separate work from home? How does that dynamic work?

[Matilda Durf]

I mean, I think that I, it's definitely hard sometimes because like, obviously we love our job. And I think that sometimes people are like, when you get home, like, you're not allowed to speak about your job, but I'm like, if we didn't work together around the dinner table, you would talk about your day.

[Avery Woods]

Yes.

[Matilda Durf]

And because we work with the same thing, like, we're not allowed to. Like, that's not going to work for me. So we absolutely talk about our job during the dinner, you know, during our dinner and breakfast and whatever. But it's more so, like we also make sure to. We have like separate times. Like, he loves his sports. Like, I love my down time. Like, we do things separately, but we also do things together, which I think has been so important. And then at work, like, he does his things, I do my things. Like, some days I won't see him, some days we'll have meetings with Each other. But I think that just like we just, I genuinely like, love it. I really do.

[Avery Woods]

Because everything of your life is. Is integrated. But I also think it probably gives you understanding of each other and like what you go through every day and the work that you're putting in behind the scenes.

[Matilda Durf]

Yeah.

[Avery Woods]

Because sometimes it's hard to explain that into words. Oh, yeah, I know.

[Matilda Durf]

I think about that sometimes and I'm like, if, if Raz didn't do what he does and we wouldn't be working together. Like, how. What would my relationship look like? Like, what would it look like? How would that work? I mean, the reality of owning a business is like, it's around the clock.

[Avery Woods]

Yes.

[Matilda Durf]

When we're traveling, whether it's summer holiday season, like, whatever it is, like we're. If we need to work, we need to work. And I think that we both have that mutual understanding and respect for each other and each other's roles that I think that it's like, that's where we are right now when we have children. Hopefully in the future. Like, we do want to get to a place where we can, you know, disconnect and be present, but where we are right now with our little baby Rufus, who is, you know, also very much our baby, we can work all the time. Like it works for us. We have a good balance of working and having a private life. And we have a lot of fun working together as well.

[Avery Woods]

Yeah.

[Matilda Durf]

Like, we have so much fun.

[Avery Woods]

What does the future of JERF Avenue look like for 2026? Like, can you give us a sneak of anything coming or what you would hope to come in the next year or two?

[Matilda Durf]

I mean, with Jerf, like, yeah, we've been around for six years, but we have so many things to do. Like, we have. I feel like in some ways we've just started also because, like the pandemic, you know, like so many years of running JERF was during the pandemic and like, we couldn't see our customers. And whatever we do, like, we always want to do it for our customer. We always want to meet them and celebrate them. And we have fun collabs this year coming that I'm really excited about. But then I just want to get to more pop ups and hopefully like permanent stores because I just love hanging out with the customer.

[Avery Woods]

I need a permanent store.

[Matilda Durf]

Right?

[Avery Woods]

I need it.

[Matilda Durf]

Yeah.

[Avery Woods]

I don't care where it is, but I'll be there.

[Matilda Durf]

Will you be in New York? If we do it in New York?

[Avery Woods]

I would be there immediately.

[Matilda Durf]

Good.

[Avery Woods]

Immediately. And I Love dealing.

[Matilda Durf]

And at least I'll have one customer.

[Avery Woods]

No. Are you kidding me? You always have a line out the door. I. I think New York is like what I would think of for America to have a Jerf location. New York is what comes to mind immediately for me. I think it's very much the New York girl.

[Matilda Durf]

Yeah.

[Avery Woods]

And I love that it's. New York is like the hustle and bustle. Young people networking, they work very hard, they're active. A good, you know, Jerf blazer or a cute little two piece set in the summer. Like, I could see it.

[Matilda Durf]

I can see it too.

[Avery Woods]

Tell me about. Is it Angels?

[Matilda Durf]

Yeah.

[Avery Woods]

What? Tell me about what, what that is. Is it like a foundation that you do?

[Matilda Durf]

Wait, which one you do?

[Avery Woods]

You did a dinner?

[Matilda Durf]

Oh, yeah.

[Avery Woods]

Like two years in a row or something.

[Matilda Durf]

Oh, September 3rd. That's what you mean?

[Avery Woods]

That.

[Matilda Durf]

Yes.

[Avery Woods]

Tell me about.

[Matilda Durf]

I'm like, we have so many things going on. We have Angels Avenue on our website, which is like our version of like Pinterest and Instagram without the.

[Avery Woods]

Yes.

[Matilda Durf]

Hateful comments. Like, everything is very, like, safe. But yeah, with September 30th, essentially we rented out Guggenheim 2023. Like, we shut down Guggenheim on Sunday. And then we had a big sit down dinner. Like 270 guests. Guests. We had a fashion show. Our customers walked it. It was the best time. And ever since then we were like, oh, dang it. Like September 3rd. Like, it needs to be. Like, we need to celebrate every year.

[Avery Woods]

Yeah.

[Matilda Durf]

So the year after, because we had filmed everything, so we kind of did like a mini documentary. So we did a showing in London. And then last year we rented a townhouse in New York and had like a big PJ party. And it's just like the best time. And they like. It gives me the opportunity to dream up these like really fun happenings for our community. Whether it's like, like a PJ party or like a cinema showing. Like, whatever it is, I can just like run a little bit bigger with it and have really fun with it. And it's a place where, you know, like our community, like, they will come, some will come alone and then they leave with new friends. And a lot of them create like these WhatsApp groups where they like, find new friends and they hang out with each other before. So it's really, it's really special.

[Avery Woods]

I love how involved you are in it.

[Matilda Durf]

Yeah.

[Avery Woods]

Like you're at everything.

[Matilda Durf]

Oh, yeah, of course.

[Avery Woods]

And I. You say of course, but, like, it's not very common for brand founders to Be at all of these things, you know? And you live in a completely different country.

[Matilda Durf]

Yeah.

[Avery Woods]

And you're still in the US all the time. Do you do. How do you maintain your routine when you're traveling? Like, how do you stay safe?

[Matilda Durf]

I just prioritize it.

[Avery Woods]

Yeah.

[Matilda Durf]

I really do. Like, I will wake up early to get my little movement in. And it's also about like not forcing myself. Like if there's two days in a row where I don't have time to move my body, like, that's okay. It's more so about showing up for myself and making sure to set time aside to really kind of like take a moment to feel whatever it is that I need to feel, if that makes sense. But yeah, I'm just like very. I'm a routine person.

[Avery Woods]

Yeah.

[Matilda Durf]

And there are some things that I need to feel good, which is like movement. I need time for myself. Like, I need an hour to just be quiet because when I show up at the pop up or an event, like, I want to be able to give it my all and to be able to give our customers everything that I have. I need to refill my own cup.

[Avery Woods]

Yes. And it's a lot. It can be a lot. Especially when everyone's kind of coming at you.

[Matilda Durf]

Yeah.

[Avery Woods]

It can be very overwhelming, you know,

[Matilda Durf]

but it's also so fun. Like, I always sound really cheesy, but it's like it gives me so much energy and I always leave our pop ups or events feeling so inspired and just so like full of love. And I always think about like the fact that people show up and that people take time out of their days to be there with us. Like, isn't that a crazy thing?

[Avery Woods]

It's amazing.

[Matilda Durf]

It is. It's like such a pinch me thing.

[Avery Woods]

And it shows what you've built, you know, like an incredible community, an inclusive community, which is so rare. I think it's also a testament to who you are. And they see the connection, the passion that you have for it. So they want to show up and support you, which I think is really special. Okay. We like to end with some rapid fire. Okay, so I have five questions for you.

[Matilda Durf]

I always ask, is it like rapid or is it.

[Avery Woods]

No, it's like I say rapid, but like, okay, we'll chat.

[Matilda Durf]

Because one time I did a rapid.

[Avery Woods]

And.

[Matilda Durf]

And I like went in fully thinking, like, oh, I have to be so quick. And I was just like. And they were like, you can chill, Matilda. And I was like, oh, sorry. So I just like to know the rules, you know.

[Avery Woods]

Yeah. Okay. I thank you for clarifying. Iced coffee or hot coffee?

[Matilda Durf]

Iced coffee. Oh, wait. Hot coffee in the morning.

[Avery Woods]

Okay, so you told me your matcha order, but what's your coffee order?

[Matilda Durf]

Oh, really simple. I'll do single shot cappuccino, regular milk, or I'll do just black coffee with regular milk.

[Avery Woods]

Milk, really?

[Matilda Durf]

Yeah, I'm really basic.

[Avery Woods]

No sugar, no.

[Matilda Durf]

Wow. I love a cold foam, though. Like a cold top film.

[Avery Woods]

Oh, yeah. I can make a mean vanilla cold foam. See, why didn't you tell me that it's so easy?

[Matilda Durf]

Why am I sitting here with this macho?

[Avery Woods]

All you need is a little splash of heavy cream with a couple pumps of vanilla and that, like, handheld mixer, and you put that in your cup and there's cold foam, and it makes it super thick and frothy.

[Matilda Durf]

Okay, I'm gonna do that as sweet. And cold is not a thing.

[Avery Woods]

Oh, I'll send you a video of how I make it so easy. It'll take you five seconds. The latest song you've been playing on repeat.

[Matilda Durf]

Choose in Texas with Ella Langley.

[Avery Woods]

You're a country sing girl.

[Matilda Durf]

Yeah. I wish I was a country singer.

[Avery Woods]

You like? I would never expect that you liked country music.

[Matilda Durf]

I love country music.

[Avery Woods]

Really? Yeah. Who's your favorite artist?

[Matilda Durf]

Oh, so many. I go in, like, these different, like, you know, like, right now I'm just always, like, listening to Chris Stapleton.

[Avery Woods]

Really?

[Matilda Durf]

Yeah. But my music taste, though, Avery, is, like, very up and down. Like, it's okay in the morning. Like what? Like, if we're in the car, it's like, like, bad bunny and then it's like Miley Cyrus and then it's Chris Stapleton. And then it's like, I don't know, somebody else. And it's just like, up and down and.

[Avery Woods]

Okay.

[Matilda Durf]

All over the place.

[Avery Woods]

Wow. I did not expect that. I kind of love that about you. If you could have dinner with one fashion icon, living or dead, who is it?

[Matilda Durf]

Oh, my God.

[Avery Woods]

I know, right? It's hard. I would do Princess Diana or Jackie Kennedy.

[Matilda Durf]

Princess Diana would be very fascinating.

[Avery Woods]

Yes.

[Matilda Durf]

Just to also kind of like, tap her brain into the. This, like, in the sense of, like, what do you think about people just, like, living and breathing your style today?

[Avery Woods]

Yes. And how it's come around.

[Matilda Durf]

Yeah.

[Avery Woods]

And also, like, kind of dressing against the norm during her time because of being part of the royal family, like, rebelling, you know? But it wasn't really rebelling. It was just during that time.

[Matilda Durf]

This is what true. In a pair of jeans.

[Avery Woods]

Yeah. But, like, Iconic.

[Matilda Durf]

She's an absolute icon.

[Avery Woods]

I literally have a Pinterest board that's just called Icons, and it's like all the old fashioned icons and I just love it. Like, I love that kind of shit.

[Matilda Durf]

Okay.

[Avery Woods]

Texting or voice memos?

[Matilda Durf]

Honestly, I really love a voice memo.

[Avery Woods]

Me too.

[Matilda Durf]

But it's really dangerous because I don't know how to stop.

[Avery Woods]

Oh.

[Matilda Durf]

So all of a sudden it's like I feel like nine minutes. Yeah. And I'm like, oh, nobody's gonna want to listen to this.

[Avery Woods]

No. When I.

[Matilda Durf]

And then I'll redo it, but it'll be just as long.

[Avery Woods]

When I get long voice memos from my friends, I'm like, oh, yeah, today's a great day. Because then it's like a podcast, right? You know? Or have you ever done it where you're recording for like six minutes and you hit the wrong button, it deletes and you're like, I cannot tell that story one more time.

[Matilda Durf]

I know. And like, you try, but then, like, the drama's not there anymore. Like, your voice, like, the pitch is like the same. It's not good.

[Avery Woods]

It's one and done.

[Matilda Durf]

Yeah, it's one.

[Avery Woods]

That's it.

[Matilda Durf]

Unfortunately, that happens way too often.

[Avery Woods]

Okay. One thing you always have in your bag, no matter what.

[Matilda Durf]

Lip gloss.

[Avery Woods]

Road.

[Matilda Durf]

Road.

[Avery Woods]

Yeah. You're obsessed with road.

[Matilda Durf]

I love road. And summer Fridays, I always also have.

[Avery Woods]

I love their new toasted marshmallow. It's really good.

[Matilda Durf]

The pink sugar has always been.

[Avery Woods]

Pink sugar is really good.

[Matilda Durf]

Have you tried. Wait, it's not a lip gloss, though. But Mary Phillips Beauty, she sent me pr. Oh, my God. Have you tried it?

[Avery Woods]

It's in my cabinet right there. I'll get it out immediately when you leave.

[Matilda Durf]

Me too. Honestly, like, some of my favorite products, like, okay, the foundation is killer.

[Avery Woods]

Yeah. I have a bunch of shades.

[Matilda Durf]

The lip liner, insane.

[Avery Woods]

Okay.

[Matilda Durf]

The lipsticky also just because it's like so thin. Like, I don't smoke, but, well, you know, I feel a little sexy.

[Avery Woods]

Yeah, of course. Oh, my God. I literally. My new podcast covers a fake cigarette from Amazon. Everyone's like, not you promoting smoking. And I said, I literally went to my stories and I said, baby, it was $5 from Amazon's plastic.

[Matilda Durf]

Oh, my God. You gotta live a little. Also, you know what I will say, Avery, my mom, she was just in Italy.

[Avery Woods]

Yeah.

[Matilda Durf]

My mom is an icon. She apparently on her bucket list, she had smoke a thin cigarette in Italy. So she senses a photo in the family group and she's like, like, bucket List checked off.

[Avery Woods]

I love her. I want. I want to hang out with your parents. She's.

[Matilda Durf]

They're the best. They're genuinely the best.

[Avery Woods]

That is so iconic.

[Matilda Durf]

You gotta live a little.

[Avery Woods]

You have to live a little.

[Matilda Durf]

You gotta live a little.

[Avery Woods]

And it's like, can we not take everything so serious?

[Matilda Durf]

I mean, I feel like everybody today is just like, it's not that deep and it's really not that. It's not like, things are not deep.

[Avery Woods]

It's really not. And like, remember when people could take a joke? I do. God.

[Matilda Durf]

Also, I will say I loved your cover. The new, like, thank you. I don't know if you call it a rebrand, but it's killer. You look gorgeous. You look amazing.

[Avery Woods]

So much.

[Matilda Durf]

You best believe. I watched your introduction video.

[Avery Woods]

Oh, yeah.

[Matilda Durf]

Video talking about it.

[Avery Woods]

It's giving messy Mom. But that's just my life. Like, I am in hair rollers, and I might not have a cigarette in my mouth, but I have a glass of wine in my hand. And I'm making dinner for my kids. Usually Kraft Mac and Cheese.

[Matilda Durf]

Oh, my God. I love. I just had it the other night.

[Avery Woods]

Oh, yeah. When my kids are, like, craving something, it's either Kraft Mac and Cheese. They say, mama, can we please, please have breakfast for dinner?

[Matilda Durf]

Why am I your kids?

[Avery Woods]

Yeah. And that's actually me. Every time my kids will request breakfast tacos. So I'll make with banana. Oh, my God. I put. Oh, If I put that in, Ziggy would be like, what is going on? But do you know what you want us to. Really cute, though.

[Matilda Durf]

Yeah.

[Avery Woods]

So in. At the kids school, Stevie's in tk, which is like preschool year before kindergarten, and they're required to eat whatever is served to them from Chef Rebecca is her name. Right. And if it's something new. And I will say, we were always the type of parents that packed lunch every day. And this has forced them to, like, really expand their palates. And it's kind of brought them out of the picky eating stage. And I'm really grateful for that. And it's all, like, very clean ingredients and very healthy. But when they try something new, they call it going to Flavortown.

[Matilda Durf]

Oh.

[Avery Woods]

So when Stevie tries something new, she'd be like, we're going to Flavortown. Like yesterday, they were picking the fruit from the trees outside, and Stevie picked a kumquat. She's like, mom, you want to try this? And I was like, no, I'm okay. Maybe she goes, mom, go to Flavortown.

[Matilda Durf]

I'm obsessed.

[Avery Woods]

And So I took a bite and she was like, isn't Flavortown good?

[Matilda Durf]

That's what I'm going to start saying.

[Avery Woods]

So maybe I'm going to put bananas on their tacos and make.

[Matilda Durf]

You got to go to Flavor. You got to visit.

[Avery Woods]

Okay, well, I could talk to you all day. I love you so much.

[Matilda Durf]

I love you. Thank you for everything.

[Avery Woods]

No. You seriously think I adore you? I think you're such a special human being and such a hard worker. And I will continue to support Jer forever. And if there's anything, any, ever, anything happening in the U.S. i'll fly.

[Matilda Durf]

Yeah.

[Avery Woods]

So if you do a pop up in New York, I'm there.

[Matilda Durf]

I hope so.

[Avery Woods]

I'm there.

[Matilda Durf]

I'm also blushing again. You're making me blush.

[Avery Woods]

And I cannot wait to see you as a bride because you're going to be so beautiful. Where can everyone find you on socials?

[Matilda Durf]

Matilda Durf, Instagram, TikTok, Substack, YouTube, Jerf Avenue website, Dirt Avenue, Instagram.

[Avery Woods]

Yep, I got.

[Matilda Durf]

I think that's it.

[Avery Woods]

If you need a little wardrobe refresh or even just like, you know, a fun robe that makes you feel special after an everything shower, Durafab is where you want to shop. I'm like a walking ad.

[Matilda Durf]

I am obsessed.

[Avery Woods]

Okay, cheers, everyone.

[Matilda Durf]

Cheers.

[Sponsor/Ad Voice]

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