Friendly. On-trend. Authentic.

These are the words that Kathy Mazur, the owner of Swoon uses to describe the fashion boutique she opened in September 2014.  Opening a store was something Kathy – and her then partner Lisa – had been dreaming of for years.

Swoon was born out of a need that Kathy and Lisa saw in the Hopkinton community. As a stay-at-home mom for many years and having three children that required drop-off’s followed by pick ups, grocery runs, doctors appointments and everything in between, Kathy noted that there was very little retail shopping in Hopkinton.  

“Most of my clients are always on-the-go and don’t have time to drive 20 minutes each way. And let’s be honest – they often don’t do much for themselves because they’re so busy taking care of everyone else,” said Kathy. 

The first thing you notice when walking in is how “put together” the store is, but Kathy hopes that doesn’t mean her customers feel they need to be perfectly put together to shop there.  Swoon may be an upscale boutique, but she wants her customers to feel comfortable shopping in their sweats, post-workout clothing or business attire. The goal is to provide a local shopping experience for every woman. 

“I don’t want you to feel like you can’t walk in this store because you’re not dressed right, not hip enough or not fashionable. We want you to feel your best, authentic self.”

Kathy enjoys the process of buying items for Swoon. She travels to large trade shows in New York and smaller shows in Boston and New Hampshire. From jeans to sneakers, t-shirts, dresses and jackets, all of the items in Swoon have been carefully curated to help Kathy’s clients feel beautiful and confident.

Bright, happy colors are in season now and Swoon is filled with all shades of pink and Kelly green, the two major colors for Spring & Summer. Want to quickly elevate to your everyday jeans? Grab an oversized blazer. Looking to be comfy? Kathy notes that sneakers go with everything. “You can throw sneakers on with your shorts, jeans or any length dress and run out the door.” 

Kathy’s goal at Swoon is to have her customers walk out the door in that new shirt, pair of jeans or dress feeling ready and confident, whatever the occasion.

Beyond Swoon, Kathy is very active in town, supporting amazing causes like the girlygirl P.A.R.T.S. fashion show. Swoon provides the clothing for the models, who are all survivors of cancer.

Are you interested in having your business featured?  Reach out to Sara Maida Photography or email at saramaidaphotography@gmail.com.