Why Matilda Djerf’s Apology Falls Short: Kindness Doesn’t Come From Training
Following the allegations surrounding Matilda Djerf and her company, Djerf Avenue, my big takeaway from her statement is this: kindness doesn’t come from training. Former employees have accused Matilda of creating a toxic work environment, with claims of bullying, body-shaming, and unfair treatment. One particularly troubling allegation involves Matilda reserving a private toilet for herself and select employees, reportedly punishing others who used it by making them scrub it clean.
While Matilda’s apology focuses on her lack of leadership experience and the need for better HR processes, she misses the most vital point—the complaints aren’t about structural failures, they’re about her personal behaviour toward employees.
With the volume of complaints and additional people now coming forward to confirm negative experiences, Matilda has found herself backed into a corner. At this stage, denial, avoidance, or framing the issue as one of “naivety” and “growth” simply looks ridiculous. The only credible way forward would have been to fully own her behaviour, take unreserved responsibility, and apologise directly to those impacted.
What She Should Have Said
If Matilda were my client, I would have advised her to release something along these lines:
“To my team and anyone who has felt mistreated, I want to offer a direct and sincere apology. I take full responsibility for my actions and behaviour, which have not reflected the values I built Djerf Avenue upon. No amount of stress, inexperience, or growing pains excuses a failure to treat people with kindness and respect. I deeply regret the harm caused and am committed to doing the work—personally and professionally—to ensure this never happens again. I understand the trust placed in me has been broken, and my focus now is on earning it back through meaningful action, transparency, and accountability. Djerf Avenue should be a place where everyone feels safe, valued, and respected, and it’s on me to ensure that becomes the reality.”
This approach does three crucial things:
1. Centres the harmed individuals, rather than her own growth or shortcomings.
2. Eliminates defensiveness, avoiding phrases like “I don’t recognise myself” or shifting blame to inexperience.
3. Takes full accountability for her actions without hiding behind leadership failures or systemic gaps.
Now, I’m not claiming her statement is AI, but there are touches that make me a little suspicious. The overly structured, polished tone and lack of emotional resonance feel more like something generated for damage control rather than something personal. If AI or even a template was used, this might explain why it feels so detached—it’s functional, not human.
An apology in this situation needed to feel raw and vulnerable, directly addressing the people impacted. Anything less risks being perceived as disingenuous, whether AI had a hand in it or not.
Where This Leaves Matilda Djerf
Matilda has built a hugely loyal following, but this scandal highlights a disconnect between the values her brand represents and the experiences reported by employees. While I’m sure she’ll move on, mute words, and retain a core audience, her following will likely shrink to a smaller, more loyal base. Brand collaborations—once a cornerstone of her career—will be harder to secure, as companies shy away from associations with negativity.
That said, audiences are often forgiving with time, and Matilda may eventually return to “business as usual.” However, the lingering negativity surrounding her treatment of employees will be a permanent undercurrent, one she will likely attempt to bury. Moving forward, her actions—not her words—will determine whether she can rebuild trust and truly align herself with the kindness and inclusivity her brand claims to represent.
The lesson here is simple: kindness doesn’t need training. No HR team, external surveys, or organisational changes can replace a personal commitment to treating people with respect. In crisis PR, owning the truth, directly addressing those impacted, and avoiding excuses is the only way to salvage credibility. Anything less, as we’ve seen here, just doesn’t cut it.