The Fluff is up for sale, but not for the money

The Fluff, formerly known as Fluff Bakery & Catering, has been a staple in uptown Athens for the last five years. But just because it is for sale, doesn’t mean it is leaving.Jessica Kopelwitz and her husband, owners of The Fluff, moved back to Athens in 2010, excited about their future. They quickly found their niche with Fluff, and fell in with a lot of their friends who are also local business owners. Recently, however, they have decided to part ways with their first business but not for financial reasons.“We are entrepreneurs; we’ve always been creating. We want to be able to continue that. Economically, we think there are a lot of niches to fill out there,” Kopelwitz said. “We want to continue creating businesses that are good for the community, to help benefit and give back. We want to give other people the opportunity to do it too.“It’s been way more emotional than I’ve expected. I’ve lived and breathed this for years. It still sort of sucks, but I feel very lucky,” she said, and then her tone changed slightly to highlight an important fact. “We might not sell it. We have to find the right people. It is not about the money at all, it’s about someone willing to put the time and passion and to really learn and care.”Jessica and her husband said they care about the community and want to see The Fluff succeed even without them. They will work with and train the new owners. The sale includes the menu, kitchen equipment, and of course, their valuable expertise. “I don’t want to teach someone who is going to fail,” Kopelwitz said.Very locally oriented, The Fluff purchases from local sellers whenever possible and is dedicated to the immediate Athens economy. It is because of this economy that they wish to move on to other entrepreneurial pursuits, as Athens is conducive to small business start-ups.“In Athens, our largest employers are government entities yet small businesses are the heart of our community. Our vibrant uptown area offers a unique and diverse selection of retail stores, independent restaurants, and businesses,” said Wendy Jakmas, President Athens Area Chamber of Commerce in an email.In line with their economic aspirations, the Kopelwitzes also own and operate the West Side Wingery at 9 North Shafer Street, another specialized local eatery. That establishment is not for sale and is relatively young, having opened in January. The Fluff is listed for $165,000 with The Athens Real Estate Company.