Alaina (Ciaramicoli) grew up in Hopkinton, where she attended kindergarten and later graduated from Hopkinton High School. She now resides in Medway with her husband and two daughters.

For 17 years, she has taught kindergarten at Marathon School, though she hardly looks old enough to have graduated college. Now, in addition to shaping young minds, she has taken on an exciting role as the new owner of Hopkinton’s boutique shop, Swoon.

Swoon has been a part of Hopkinton’s local shopping scene since 2014, and Alaina has been a customer since the beginning. “It’s the only boutique in town,” she said, “and many parents buy gift cards from Swoon for teachers for the holidays or end-of-year gifts.”

Tip to parents: good call, teachers LOVE the Swoon gift cards!

>> RELATED: An Elegant Boutique for Busy Hopkinton Moms

A Journey into Fashion and Community

Two years ago, Alaina combined her love for fashion and her unexpected passion for helping local businesses through social media. She started working with various brands as an influencer on Instagram, and that’s when she connected with Kathy Mazur, one of the original owners of Swoon.

Alaina and Kathy collaborated on small business promotions and holiday giveaways which sparked a growing friendship and eventually led to Alaina’s involvement in the boutique’s future. “I always loved fashion and shopping at Swoon for special occasions,” Alaina recalls. “Kathy and I first got to know each other through a Valentine’s Day giveaway, and then a Mother’s Day promotion.”

But their connection became even more meaningful when Alaina was invited to help with Swoon’s annual fashion show, an event that not only showcased beautiful clothing but also raised money for ovarian cancer research at the Dana-Farber Cancer Institute.

A Cause Close to Her Heart

For Alaina, the fashion show was more than just about clothes—it was personal. The show, organized with the help of influential community members like Marie Boyle, raised $35,000 in two nights for Dana-Farber, a cause that hit close to home. Alaina’s best friend from childhood, Julia, had just passed away from ovarian cancer at just 40 years old, and her story deeply touched Alaina.

“Everyone was so connected at the fashion show,” she shared, recalling how emotional the event was for her. “It was too late for my friend Julia, but the community of survivors and warriors who were there made everyone feel so supported.” You see, all of the models in the fashion show are cancer survivors. Not only that, but Kathy who owned Swoon at the time, was also an ovarian cancer survivor.

What makes ovarian cancer so insidious, is that when it first develops, it might not cause any noticeable symptoms. When symptoms happen, they’re usually attributed to other, more common conditions and are often ignored. Signs and symptoms of ovarian cancer are often vague but they may include: abdominal bloating or swelling, quickly feeling full when eating, weight loss, discomfort in the pelvic area, fatigue, to name a few.

Alaina was deeply upset by the loss of her friend, especially because she had no community to lean on during that time. However, the sense of belonging she felt at the fashion show, along with her commitment to raising awareness about ovarian cancer, ignited her desire to become more involved as a way to honor her late friend.

When it was announced at the end of the fashion show that this year would be the last one, Alaina’s heart sank.

About a month later, when Kathy decided to sell Swoon, she reached out to Alaina. Alaina saw this as her opportunity not only to keep the fashion show alive but also to preserve a special place where women gather in a supportive and empowering environment. “I didn’t want the fashion show to end,” she explained. “It raised so much for ovarian cancer research, and Kathy did an incredible job organizing it. When she told me she was selling the store, I knew this was my chance to continue that legacy.”

“I found my Why,” added Alaina.

A New Chapter for Swoon

On July 10th, the ownership of Swoon officially transferred to Alaina.

In a twist of fate, the New York Times’ Wordle of the day on July 10, 2024, was “SWOON!”

Alaina took this as a sign—it was meant to be. Although balancing her teaching career and boutique ownership might seem daunting, Alaina is determined to make it work.

“I’m still going to teach,” she said. “I’ll be in charge of the creative direction at Swoon, doing all the buying, and making sure the store looks how I want it to look.”

With a team of nine that includes some of her close friends, colleagues, and existing Swoon staff, Alaina aims to maintain what makes Swoon unique: its sense of community, friendship, and fashion. Kathy, the former owner, will continue to assist with planning the fashion shows, while Alaina will handle daily operations, store aesthetics, and vendor relationships. “I’ve brought in a few of my own people, but the entire original staff is staying. We’re like a family.”

More Than Just a Store

For Alaina, Swoon isn’t just a boutique—it’s a place where women in Hopkinton can gather, network, and support one another. “The store is more than just clothes,” Alaina said. “It’s a community. I’ve seen women come in, reconnect, and even help each other find jobs. It’s a space where people share not only celebrations but also struggles.”

The spirit of camaraderie is visible in the photos displayed on the boutique’s walls—pictures from the fashion shows, images of Julia, cancer survivors, and strong women who have inspired Alaina throughout her life. These personal touches make Swoon a space filled with meaning and connection.

“We come together here, not just to shop, but to support each other,” Alaina said. “Whether it’s through a celebration or during difficult times, Swoon is a place where friendships flourish and community thrives.”

A Bright Future for Swoon

As Alaina embarks on this new chapter as Swoon’s owner, she remains deeply committed to both her teaching and her role as a boutique owner. Her passion for fashion, her commitment to ovarian cancer awareness, and her dedication to the Hopkinton community have merged into a vision for Swoon that’s as vibrant and compassionate as she is.

“I’m excited for what’s to come,” Alaina said. “Swoon is more than a store to me—it’s a place where I can blend my love of fashion with my passion for helping others. I can’t wait to see how we grow.”

In Alaina Chagnon, Swoon has found the perfect owner—someone who values fashion, community, and the power of women coming together.

The girlygirl P.A.R.T.S. fashion show will be back next April. Proceeds go to Dr. Matulonis and her team at Dana-Farber Cancer Institute so that they can continue their lifesaving research. Swoon provides the clothing for the models; are all cancer survivors.

Btw, there’s girlygirl P.A.R.T.S. 5K TOMORROW, that Alaina will be walking—in memory of her beautiful friend, Julia.