From Maker To Merchant
Without Losing What Matters.
Our Story
Founded by lifelong knitter Suzanne Werner and run today by Suzanne and her daughter, Emma, Fluff Alpaca was built on the belief that beautiful products and meaningful shopping experiences begin with human connection.
How Fluff Began
From Maker to Founder
Long before founding Fluff Alpaca, Suzanne was an avid knitter, crafting pieces for family and friends by hand.
When she discovered alpaca fiber, she was drawn to its remarkable softness, warmth, and versatility — a passion that led her to raise her own alpacas on her farm in New York's Hudson Valley, spending over eight years learning firsthand about the fiber she'd come to love.
That passion eventually became Fluff Alpaca: first a small shop in the Berkshires, Massachusetts, and now an online store serving customers around the world.
(The picture on the right is of Suzanne with her guardian Llama, Trixie, who protects the alpaca herd.)
Generations of Comfort
A Family Affair
Today, Suzanne works alongside her daughter, Emma, who leads the ecommerce side of the business.
Fluff has always been a family affair, and over the years, nearly every member of Suzanne's family (and friends that are like family) has played a role, helping shape a brand rooted in family and community values.
Shopping Small
Making Commerce Human Again
We believe commerce should feel human again.
When you order from Fluff, you're supporting a women-owned, family-run team who care deeply about the products we sell and the customers we serve.
We strive to create shopping experiences rooted in warmth and a personal touch, whether you're visiting our shop in Great Barrington or browsing from afar.
Beyond Alpaca
Curating What Matters
While alpaca remains at the heart of our story, Fluff today reflects a wider world of makers, materials and meaningful pieces from skilled artisans and trusted designers around the globe.
What began with alpaca socks and knitwear has evolved into a thoughtfully curated collection of apparel, accessories, and home goods, with an emphasis on natural and sustainable fibers.
We're Grateful For You
We're grateful for every customer who chooses to shop small with us and be a part of our story. Thank you for being here.
-Suzanne & Emma