About Us

Our Story – Why We Care So Much

“In 2009, following the loss of our mother, Allison and I found ourselves navigating the overwhelming responsibilities that come in the wake of a loved one’s passing. While managing funeral arrangements and attempting to regain stability in our lives, we were faced with the unexpected reality of losing her home, and with it, the need to hold an estate sale.

Our probate attorney briefly explained the concept – a large-scale sale to clear the home – and handed us three phone numbers. We reached out to all of them immediately, but only one company responded. With no prior experience and limited guidance, we did what many families in our situation would do: we took a leap of faith and hired the only option available.

The company we hired ultimately forgot about our contract. For six long months, as our childhood home edged closer to foreclosure, we waited—uncertain and anxious. Just days before the bank was set to reclaim the property, they finally agreed to fit us in. At the time, we were simply grateful it was happening at all.

With no understanding of what an estate sale should look like, we arrived at the home during the sale, hopeful and curious. What we encountered was deeply unsettling. Unattended strangers rummaged through our mother’s belongings, the home she had always kept immaculate was left in disarray, and we overheard careless, even cruel, comments about the house that had meant so much to us. It was a moment that shaped us and changed the course of our lives.

In the end, we lost more than we ever anticipated. We didn’t have the chance to preserve the meaningful items that connected us to our past. At the time, still deep in grief, it was difficult to grasp the finality of the situation. Without clear guidance or communication, we were left in the hands of a company that offered little transparency. There was no detailed record of what was sold, and only after the fact did we learn that all of our mother’s fine jewelry had been stolen.

Tragically, our story is not unique, but that’s exactly why we do what we do today. At Poof!, we are committed to ensuring that no one else has to endure what we did. We believe every family deserves clarity, compassion, and the ability to make informed decisions during such a vulnerable time. Estate sales should not be chaotic or confusing – they should be handled with care, respect, and professionalism.

This is the reason Poof! was founded. Our purpose is to protect families like yours by offering education, transparency, and comfort when it matters most. We’ve walked this path ourselves, and we’re honored to walk it with you.”

– Peggy Ruby, CEO & Co-Founder