20-year-old Julia Karozza from Germany received the order from Jerf Avenue a day before the allegations. She said she would send it back in light of the report.
“Djerf Avenue has always marketed itself as a body-positive, inclusive and empowering brand, so to hear accusations of body shaming and a toxic work environment felt like a total betrayal of the values they claim to stand for,” she said.
“I knew right away it wasn’t something I could support.”
Matilda Jerf, who began her online career in 2016, was recognized for her work in retail and e-commerce on the Forbes 30 Under 30 list in 2023.
Julia said: “For me, supporting a brand led by a woman was like celebrating progress and boosting the spirit of women in business. However, these accusations… directly contradict those values.
“I cannot justify supporting a brand that does not practice the values it promotes. Until there is real accountability and change, I will not buy from them.”
