Fluff Interior Design Brings Joy Back to Your Home
For more than a decade, Fluff Interior Design co-owner Lorrie Williams occasionally strolled Main Street in old town Elkhorn, imagining the day her showroom and design studio would land closer to the heart of the firm’s clientele. “It always seemed like the perfect place for us because so many of our clients are in west Omaha, Elkhorn, Gretna, Bennington, and Papillion,” Williams said. “But we couldn’t ever work it out logistically to be in Elkhorn.”
That changed this month. Fluff rode the wave of downtown Elkhorn’s revitalization and opened its doors in the newly built Elkhorn Landing, just a block west of Main Street. The new space welcomes walk-in shoppers with a bright, spacious showroom filled with furniture, art, accessories, and gifts. Design clients can meet with their interior designer in Fluff’s dedicated office space. “The other business owners have been so welcoming, and we are thrilled to be here,” said Williams, already a member of the Olde Towne Elkhorn Merchant’s Association and the West Omaha Chamber. “We look forward to getting to know everyone and supporting what they’re already doing, and contributing to Elkhorn being a vibrant center of commerce.”
When Williams and retired co-owner Joy Johnson launched Fluff 22 years ago from their homes, they never imagined it would grow into a full-service design firm with a bustling showroom. Back then, they were two friends and moms of young kids, looking to earn extra income by helping clients refresh their homes using mostly what they already owned. “I can’t say Fluff developed according to our business plan, because we didn’t really have one when we started,” said Williams, who had previously run a design firm in Texas. “We wanted to keep our families as top priority and be able to pick up kids from school, drop everything and go to a choir concert or to a volleyball game, and try to build a business. That’s probably not how they teach it at Harvard, but it worked for us.”
It worked beautifully. Fueled by client demand, Fluff evolved into a full-service design firm that has transformed hundreds of residential and boutique commercial spaces across Omaha and as far as Texas, Virginia, Florida, Wyoming, North Carolina, and Ohio. Today, Fluff is collaborating with Choice Custom Homes, LLC, on Fluff’s largest and most ambitious interior and exterior design project to date. “We kept taking next steps into areas where we felt we could bring something new and fresh to the Omaha market that fit our skill set and our design niche,” Williams said. “As we saw opportunities we thought were a good fit and we had a passion for, we moved into those.”
One of those ventures was sparked by a frustrating client experience at a big-box retailer. After a customer received a “custom” sofa that turned out to be used—complete with hair rollers under the cushions—the team launched Fluff Market in 2020 to offer high-quality furniture and design accessories. “We were obviously no competition for established furniture retailers,” said Williams, noting that timing couldn’t have been worse, opening just weeks before the COVID-19 pandemic hit. “But we definitely thought we could provide a better furniture buying experience and offer a product that met our client’s needs and fit our design approach.”
As Fluff grew, it carved out a distinct identity in the interior design world. The team believes home is the most important place in a person’s life—and that its design can impact the well-being of the people who live and visit there. “We design happiness,” is how Fluff puts it. “Life can be hard, and we all face things that are challenging and difficult,” Williams said. “We need a place that is safe and a refuge that we can enjoy and be proud of—not just physically comfortable, but emotionally and mentally be at peace there. We believe home should be that place.”
Fluff’s designs are not only beautiful—they’re livable. Layouts reflect how families use their spaces, factoring in the lifestyle of adults, kids, and pets. Every seat is comfortable, with a table nearby for drinks and a spot to prop up your feet. Kids are free to be kids in every room if that’s what the client wants. “Some people think of interior design almost like you’re designing a museum or a work of art,” Williams said. “We’re going for a beautiful, yet livable space that brings people joy.”
Scores of client testimonials say Fluff’s approach works. One recent project was for a woman and her two daughters whose husband and dad died unexpectedly. Her words say it all: “This project was so much more to me than just remodeling. It was about bringing joy back to the house, about creating new memories, making a warm and inviting space for family and friends. You and your team did this for my family. Thank you.”
Another came from a family whose house was destroyed by the April 2024 tornadoes. They had to be out for a full year during reconstruction and were overjoyed when they returned: “Lorrie’s team was challenged with a blank slate because all our physical possessions were gone. They didn’t simply ask for our preferences and style but worked to know our family and our hopes for the space. They were creative and efficient, all while operating within our budget. We had one shot and one check to hit the mark, and Fluff hit the bullseye!”
That personal touch is another Fluff hallmark. The team works hard to weave a family’s personality, passions, and history into each design—whether it’s kid art in fancy frames, a historical photo of the home turned into a painting, a print of an Etta James song from your wedding, a piece of art painted by Grandma, or a watercolor of a beloved pet. “It’s fun to incorporate those things that make a home feel personal and give it a sense of coziness and warmth,” Williams explained. “We want your home to feel like you—not like us.”
