Djerf Avenue founder Matilda Djerf has responded to the allegations levelled by former employees about an alleged toxic working environment.
The 27-year-old CEO took to Instagram to address the allegations in a lengthy post, less than a week after Swedish outlet Aftonbladet published the bombshell report.
“Over the past few days, I’ve kept quiet on social media,” she wrote.
“My highest priority has been to meet with the Djerf Avenue team and speak to them. I am fully aware that my words here are not an answer or a solution, but for me it’s important to write this directly to you.”
Djerf said she was “genuinely sorry” to anyone she has “hurt or let down” in light of the report, which featured testimony from 11 current and former employees.
“When I started Djerf Avenue I never expected that the company would be what it is today, with so many team members and so much responsibility. I wasn’t ready,” she wrote.
“I had never led a team prior to this, I had never built a company prior to this, and under a lot of stress, high tempo and naivety I failed to be the leader and colleague I wish to be along the way.”
Part one of Matilda Djerf’s statement. (Instagram / Matilda Djerf)
Part one of Matilda Djerf’s statement. (Instagram / Matilda Djerf)
Part three of Matilda Djerf’s statement. (Instagram / Matilda Djerf)
Part four of Matilda Djerf’s statement. (Instagram / Matilda Djerf)
The influencer, once again, reiterated how “sorry” she was for failing her team but insisted they are implementing changes moving forward.
“I wish my growth happened faster. I really want to underline that I’m extremely committed to getting it right and to continuing growing.
“We are constantly working on improving and developing the internal business, everything from structures that need to be set in place to new initiatives,” she continued.
Djerf said she has already “made some important changes to improve the work culture” which includes hiring a “more experienced management team,” adding in “monthly anonymous surveys to collect feedback,” recruiting an “external organisational psychologist” plus additional HR staff.
She concluded by saying she’s “committed” to “becoming the best leader and colleague” she can be.
“I’ll be learning and working to ensure Djerf Avenue is a safe, inclusive space for everyone,” she concluded. “I want to end by saying thank you to all of you who’ve had honest and transparent conversations with me over the past few days.”
Djerf did not mention whether or not any of the allegations made against her, which included alleged bullying and body-shaming, were true.
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