Al Jurf Beauty Street
For one week only, Scandinavian girl Matilda Jerff is bringing a little of her native Sweden to the Big Apple. Her clothing, home — and now beauty — brand is setting up Djerf Avenue, its second pop-up store in New York City, at 21 Greene Street.
Following the success of a four-day pop-up in SoHo last summer, Djerf Avenue's new pop-up location is bigger and better than before: Shoppers can try on Matilda Jerf's clothes, sip on her favorite chrome coffee cups and get her signature hairstyle.
Djerf Avenue Beauty pop-up store in New York.
“I wanted people to feel like they were coming home to us,” Jerv told WWD.
Since founding her namesake brand in 2019, Djerf's product range has gone beyond clothing, to include home decor and now hair care. The first drop of Djerf Avenue Beauty, launching now, includes two styling products meant to recreate Djerf's bouncy waves. The influencer's locks have long been the subject of TikTok buzz: a search for “Matilda Gerff hair” turns up countless videos and millions of views.
The expanded pop-up space on Djerf Avenue features an entire salon decorated with Dyson appliances (Djerf frequently champions the viral Air Wrap) and modern Scandi furnishings straight from her Stockholm abode. Plush velvet sofas and armchairs, from Dusty Deco, form a minimalist lounge while stainless steel mugs from The Qool are displayed on matching metal saucers.
“I'm very loyal when it comes to the products I use,” Jerv explained. “If there's an opportunity for me to elevate other brands, I'm very happy to do it. It also adds these nice personal touches to the pop-up.”
Djerf Avenue Beauty pop-up store in New York.
Al Jurf Street
According to the Jerv team, last year the pop-up saw nearly 1,000 visitors per day with queues exceeding three hours. Creating a better experience for consumers was our top priority when choosing a larger space. This time, building a dressing room was also essential.
“I really wanted it to feel more permanent,” Jerv added.
As of now, there are no concrete plans for a full-time, fixed position, although Al-Jarf is certainly not ruling it out. “With every pop-up we do, we realize more and more that we love the aspects of having a physical store,” she said.
Expanding into hair care seemed like a natural next step for Jerv — a new way to promote its beloved values of inclusivity and sustainability. Choosing diverse models and prioritizing ethical production are core principles of its brand.
Matilda Jerf in the Djerf Avenue Beauty campaign.
Maja Johansson
Djerf Avenue Beauty's On the Go Styling Gel ($22) and Breezy Style Mist ($27) are also vegan, paraben-free, and packaged in recyclable units.
“What ties everything together is passion and authenticity, whether it's in clothing, cosmetics or housewares,” Jerv said. “If it feels meaningful and honest to us, we can usually make it work.”
The Djerf Avenue Beauty pop-up is open now through April 2 from 10am-6pm ET.
