Bright Moments
Content creator and entrepreneur Alyssa Fluellen shares the joys of motherhood online
By Kaylor Jones / Photos by Claudia Johnstone / Location: Andaz Scottsdale Resort & Bungalows, www.andazscottsdale.com
Mom of four Alyssa Fluellen never expected to call content creation her full-time job.
It all began during her senior year of college, when she learned she was pregnant with her first child.
“I graduated, became a labor and delivery nurse, got married, had more beautiful babies and spent years balancing work and motherhood,” says Fluellen, who took a step back from nursing in 2020 while pregnant with her third child. “I was so excited to finally experience being a stay-at-home mom after years of working full-time. Around that same time, I started sharing more of our family’s life online, mostly just for fun.”
Fluellen admits to being a proud “oversharer” – she’s always loved taking pictures, documenting her life through videos, and participating in fun internet trends. Back in college, that meant making Vines with her friends; during slow shifts as a nurse, she loved rounding up her coworkers to film silly videos together – even convincing a few doctors to join in from time to time.
“During COVID-19, I was able to start my maternity leave a little earlier than expected. I remember telling my husband that I was going to treat social media like a full-time job and just see what happened.”
Fluellen was thrilled to secure her first brand deal, which netted her a grand total of $50 – and after that, things really took off.
“A few months later, I had two videos go viral back-to-back, each with over 30 million views. Looking back, it was a combination of consistency, good timing and a little bit of luck, and I’ll always be grateful for it.”
Now, her videos of fun challenges and daily life with her husband Gerard and their four children reach an audience she never even dreamed of, with close to 2 million followers on Instagram (@alyssafluellen) and over 5 million on TikTok (@fluellenfam).
“It’s honestly such a surreal feeling. Sometimes I forget how many people are actually watching because it still feels like I’m just sharing my life with friends!”
No matter the topic, it’s about providing a positive place for viewers to see a genuine, happy family in content that still reflects the ups and downs of motherhood.
“I want my content to bring a little happiness, laughter and joy to someone’s day,” Fluellen says. “I’ve always tried to keep things real, but I also don’t feel the need to share every hard thing or get too deep into negativity. There’s already so much of that online.”
Comfort Meets Confidence
Fluellen’s passion project – also known as her fifth baby – is her loungewear company, Silks Design (www.silksdesign.com). It first started with a vision to create a bonnet for her daughters’ curly hair that was both functional and cute.
“At the time, I felt like most options were either practical but not very stylish, or cute but didn’t actually stay on. I wanted something my girls would be excited to wear.”
What began with bonnets has grown to include blankets, rompers, swaddles, and matching sets for the whole family, made from comfy bamboo viscose.
“As someone who practically lives in loungewear, creating pieces that were soft, flattering and functional for women was just as important to me as designing for kids,” Fluellen says. “What sets Silks apart is that every product is designed from a mom’s perspective. I am the customer. If something doesn’t work for my own kids – or for me – it doesn’t make the cut.”
One of her favorite parts of the process is creating fun, unique prints that add a little magic to everyday moments – and she feels lucky that her loungewear is able to play a part in families’ treasured memories.
“It’s honestly still surreal to see an idea that started with a simple bonnet grow into what it is today. Building Silks has challenged me in ways I never expected, but it’s also been one of the most rewarding experiences of my life. I’m so grateful for every family that has supported us along the way.”
Made for Motherhood
Much like building a business from the ground up with no experience, Fluellen says motherhood is always full of surprises.
“It’s messy, exhausting, chaotic and beautiful all at the same time. My kids are getting older, and somehow I already miss stages that I’m still living through. Motherhood has a way of making you want to slow down time while also wondering how you’ll survive the week!”
The whole family keeps a busy schedule – one thing Fluellen loves about living in Arizona is the variety of activities and adventures at their fingertips, from sports practices to dance studios to local parks – but in many ways, she lives for the challenge of a busy life.
“I honestly can’t imagine life any other way. My kids have taught me patience, resilience, perspective, and so much about who I am as a person. At the end of the day, no title I’ve ever had compares to getting to be their mom.”
One important lesson she’s learned, however, is that there are many different seasons – sometimes her family needs her more, sometimes her business needs her more, and it’s important to give herself grace as she finds the right balance for every new stage of life.
“I think moms put so much pressure on themselves to do everything well, all at the same time. My biggest advice would be to stop waiting until you feel ready. Most of the things I’ve accomplished in life happened before I felt qualified or prepared. Learn as you go, and don’t be afraid to ask for help.”
Another key to balancing it all? Don’t be afraid to lower the bar sometimes. “Not every meal has to be homemade, not every load of laundry has to be folded immediately, and not every day has to be perfect. Give yourself credit for all the things you’re already doing.”
Looking forward, Fluellen says she couldn’t be more excited to keep growing Silks Design, making memories with her family, creating content, and saying yes to opportunities that challenge her. More than anything, she wants to demonstrate to her kids that they’re capable of doing anything they set their minds to.
“I hope they’ve watched me work hard, chase big goals, make mistakes and keep going anyway. My greatest hope is that they know they can always come to me for support, and that I’ll be cheering them on through every challenge, accomplishment and dream they pursue.”