Bon here, the content creator here at Sage x Clare. I was genuinely thrilled to sit down with Erika Geraerts, founder of Fluff, for this Heart-to-Heart. Not only have I long admired her brand, but funnily enough, my best friend used to live directly across the road from Erika. I’d often find myself wondering what those apartments looked like inside.
Stepping into Erika’s apartment was even more magical than I’d imagined. I audibly gasped (for a solid five minutes) the moment I walked in. The building oozes character - think high ceilings, a dreamy loft-style layout, and sunlight pouring through oversized, tilted windows.
Every detail of her home is beautifully considered - from the art on the walls to the overflowing bookshelves and the treasure trove of keepsakes collected from her travels. Erika has lived here for over 13 years, and you can feel the stories, soul and spark in every corner.
I haven’t stopped daydreaming about the space since. In fact, I made a beeline to Smith Street Bazaar straight after in search of a velvet sofa just like Erika’s. Enjoy this little peek inside a truly special home.
Shop knits here, lounge here and table decor here.
Who are you and what do you do?
I'm Erika Geraerts, founder of Fluff. We're a Melbourne -based beauty brand that sells our Refillable Cloud Compacts exclusively online from www.itsallfluff.com I'm also a freelance Communications Consultant specialising in Brand Storytelling, and I infrequently write about the overlap of business and personal life on my Substack. I'm currently writing a book all about our Relationship to Beauty, which is based on my own experience as well as the conversations I have on my podcast, Pretty Hard.
Fluff encourages people to question their relationship with beauty - what advice do you have for people feeling really overwhelmed by the beauty industry?
I like to think of the content we consume in a similar way to the food we consume - what we put into our bodies and brains shows on the outside: don't consume junk. Be intentional about who and what you read, watch, and listen to. And surround yourself with people and brands whose narrative encourages you to be yourself, not anyone else. From a product perspective - go back to basics. Remember that humans existed without products for a long time. We don't need much except moisture. Anything additional is a luxury.
Ok… You’re going on a long holiday and can only pack the essential beauty products - tell us what products we’d find in your cosmetic bag?
-I dry brush most days, and follow with Sans Ceuticals Activator 7 Body Oil.
-I currently use De Mamiel's Restorative Cleansing Balm, AWild's Superfood Boosting Face Oil and Josh Rosebrook's Advance Hydration Mask.
-I use Fluff's Cloud Collection in Shade #1 Golden and #1 Original Clear.
You’ve lived in this apartment for over 13 years now and you’ve curated the most wonderful collection of decor. How would you describe your interior style and how has it evolved over time?
When I first moved in with my partner at the time, we were just beginning to find our own style and afford pieces that we loved. It all began quite minimal with a black leather sofa and cowhide rug. Years later, my personal style is a lot more mismatched, with items I've collected from local and international bazaars, art and photography from friends, and plenty of books.
What pieces in your home mean the most to you and why?
I have a thing for chairs and couches, perhaps because of the people and conversations they've held and will continue to over time. As well as the original design intent/inspiration. I have almost always bought second hand, with many of my furniture coming from Smith Street Bazaar in Collingwood. I have a 1980's Black Velvet Tatlin Sofa from Edra, it's pretty special, having previously been in our Fluff store on Gertrude St (now closed). The main artwork by Doug Bennett is also one of my favourite pieces. I bought this for myself on my 30th birthday; one of my favourite things to do is drink wine on the floor of my apartment with friends, and this piece represents just that.
What are your tips for choosing the right artwork for your home? How do you know if it is love or lust? Describe the feeling you personally get when you know a piece of art was made for your home…
Whether it is art or furniture, I think it's important to understand first then trust your gut. Choose something because you love it, not because Instagram or Vogue Living does. Fill your space with items that have a story that speak to you, your life, your relationships, your travels. If you can speak to its meaning, you've nailed the brief.
You’ve got a very impressive career history with a background in journalism, copywriting for beauty, social media, starting Frank Body and now, Fluff. If you could give your younger self some career wisdom… what would it be?
It seems my younger self had the right amount of naive optimism, determination, resourcefulness and initiative. What I lacked was financial literacy, planning processes and systems, and continued learning goals. Perhaps if I had all of these things, I wouldn't have been able to achieve what I have creatively, but I think there's a happy medium, or middle ground to being proactive and reactive, creative and conservative.
You’re a huge lover of books and reading so I’m sure this will be a tough question… but can you tell us five books that have changed your world and why?
How's 10:
-Be Here Now. A spiritual reckoning I always reflect back on.
-Creativity Inc. Building a creative brand and team. Whether you're a founder or employee.
-Women Who Run With The Wolves. Understanding a woman's past, present, future. A classic.
-Nine Stories. The most beautiful, sad short stories.
-When We Were Very Young. Reconnecting with the purity of children and poetry. The reason I love writing Children's books.
-Dinner At The Long Table. A cookbook with a story. One that influenced my writing in more ways than one.
-You Are The One You Have Been Waiting For. Family Parts Therapy - this model changed my life.
-The Art of McSweeneys. My original source of creative inspiration/desire to be a writer.
-The Copy Book. I wish we could advertise like we used to.
-The Will to Change. A book that everyone should read.
Mostly I need to update my GoodReads here.
Shop knits here and rugs here.
Shop resin here and cosmetic bags here.
Shop bed linen here and cushions here.
Life feels so busy in 2025… Add in social commitments, Melbourne traffic, being a biz owner and constantly feeling attached to technology. How do you reset when you’re feeling overstimulated?
The biggest thing for me has been accepting that stress is a part of my life given what I take on and my goals for the future, and the ebb and flow of being overstimulated and under-stimulated/bored. I am a classic introvert in that I recharge on my own, but I also enjoy company and meeting new people, trying new things. I have to remember the former, and prioritise alone time, so that I can be at my best for others, and not feel overwhelmed. Brene Brown writes about the importance of understanding the difference here, and being able to communicate this to the people around you. Also, a lifelong walking, yoga, and meditation practice helps.
You’ve mentioned you love having friends over in your space… How do you make hosting feel easy and not stressful? Make dinner parties 'pot luck' or bring a plate (and a bottle of wine). This way people can look after their own tastes/dietary requirements, everyone gets to try something new and move out of their comfort zone, and you can focus on filling in the gaps, or simply, hosting the space and choosing different/interesting people to bring together. I've settled on 8-12 people as the ideal amount, giving us enough variety of conversation, as well as a chance to listen to each other as a group and not break off into too many silos too often. Having a topic to discuss and learn about your friends/new individuals' opinions is also a great way to keep things novel/interesting. Some people call this a 'Salon Party'.
Shop bed linen here and cushions here.
I love that you don’t own a TV! Tell us what you’re doing after work instead of binging shows?
Reading, writing, talking to my friends, partner, family, going for walks/yoga. I spend all day on my laptop/screen so the last thing I want to do is continue making my eyes square. While I'm missing out on *some* cultural pieces of significance, (I find this content finds its way to me eventually) for the most part, I don't think I'm missing out on much.
Browse the Fluff website here.
Follow @itsall.fluff on Instagram here.
Subscribe to Erika on Substack here.
With a whole lotta love xx