About Pretty Fluffy
For the Dog Lovers
We believe dogs are family. Our best friends, our furry soulmates.
Since 2010, Pretty Fluffy has been the go-to destination for dog parents who want the very best for their four-legged family. Hundreds of dog lovers, experts, photographers, writers and trainers have contributed their knowledge and creativity to these pages over the years, making Pretty Fluffy a genuine community built on love for dogs.
Whether it's the latest on-trend dog collar, a trusted health guide, a healthy treat recipe, or a tip sheet for better photos of your dog: Pretty Fluffy keeps it fun, thoughtful and beautifully curated.
Pretty Fluffy. A style-savvy website for dog lovers.
Where it all began · 2010
Serena Faber-Nelson
Founder
Pet lifestyle expert Serena Faber-Nelson founded Pretty Fluffy in 2010, growing it into one of the world's most beloved dog lifestyle destinations. A recognised voice in modern pet parenting, Serena has contributed to Everyday with Rachael Ray, Modern Dog Magazine, Cesar's Way and more.
Her stylised approach to DIY dog treats has been viewed millions of times, and she is the author of the go-to dog-mum bible Dog Mama and the popular Healthy Homemade Dog Treats recipe book.
Serena's Books
A few of Serena's articles
In 2020, Serena passed the leash to Katy and Shell, two style-savvy dog mums from Melbourne, to continue her legacy of bringing dog lifestyle inspiration into the homes of pet parents around the world.
2020 – 2024
Katy & Shell
Editors 2020 to 2025
Katy and Shell are two style-savvy dog mums who took the reins of Pretty Fluffy in 2020, continuing Serena's legacy with their own unmistakable warmth and eye for beauty. A professional pet photographer and dog lifestyle writer respectively, the Melbourne-based duo behind Dogfolk Pet Photography brought a new season of creativity to the blog.
At home they share their lives with Ziggy and Sunny, two utterly irresistible cocker spaniels who make regular cameos across the blog and serve as the team's most critical (and cuddliest) content reviewers.
Ziggy & Sunny · Cocker Spaniels
A few of Katy & Shell's articles
Today · Editor-in-Chief
Kosar
Editor-in-Chief
Kosar is the Editor-in-Chief of Pretty Fluffy and the trusted voice behind everything you read on the site today. A lifelong dog lover with deep expertise in animal behaviour, canine health and pet lifestyle, she brings both passion and rigour to every piece of content that goes live.
Every article published on Pretty Fluffy is personally fact-checked by Kosar before it reaches readers. She ensures that all advice is accurate, up-to-date and grounded in real care for dogs and the people who love them.
Working alongside a dedicated team of writers, researchers and creatives, Kosar makes sure every story is delivered to the Pretty Fluffy community with the quality and warmth the site has always stood for.
Our commitment to accuracy
Every article published on Pretty Fluffy is reviewed and fact-checked by Kosar before it goes live. From canine nutrition to behavioural advice, our dog-expert team makes sure what you read is always trustworthy, relevant and genuinely helpful for you and your dog.
The Pretty Fluffy Team
Behind every article, guide and recommendation on Pretty Fluffy is a dedicated team of writers, researchers and dog-obsessed creatives working alongside Kosar. Together they comb through products, interview experts, test recipes and verify facts, making sure every piece of content meets the standard dog parents deserve. Pretty Fluffy has always been made by dog lovers, for dog lovers, and that's not changing any time soon.
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