100_0019 The Shops Around Lenox just got a style upgrade thanks to the beautiful and very hip Emily Dees Boulden who has brought her chic over to Atlanta in what has to be one of the edgiest  boutiques in the city. As I stepped into Swank, my eyes where captured by the glistening crystals dangling from the modern chandeliers that welcome the clientele with their sparkle. The look and feel of Swank is clean, modern and edgy but comfortable and welcoming at the same time. I sat with Emily on the first day of business, next to a stunning and fragrant bouquet of white flowers, to chat about Swank.

fashionado: Welcome to Atlanta! How does this Swank differ from the other location?

Swank: Well thank you, so thrilled to be in Atlanta!

The interior of the Birmingham location is a little bit more modern in design but the clothing lines are about the same. I'm going to keep some lines different however, because my Birmingham girls like coming to Atlanta to shop so I'd like to offer some variety.

fashionado: How did you come up with the name Swank?

Swank: Honestly, I've always just wanted to open a boutique and had an idea of how I wanted it to be, feel and look.  I started writing down ideas (for names) and kept coming back to "swank". It's the one word that also describes my customer.


fashionado: What are some of your favorite lines! Why do you carry them?

Swank: Of course I love the edge of Vivienne Westwood and Barbara Bui. They are super high end and worth every penny! I also love up and coming designers. Today, for example, I am wearing Mara Hoffman. In addition, I carry RaMona LaRue and Sally Tseng. I like fresh and new design, there is so much talent out there.


fashionado: It feels so comfortable in here and as chic as Swank is, its not intimidating or stuffy feeling.

Swank: I wanted to mix super modern with girly. It is important my customers feel welcome and enjoy their Swank experience.

fashionado: What inspires your "buying style" for Swank?

Swank: People watching! I love to travel and sit at cafes or even airports. I notice everything. It helps me shop for my customers' likes and keeps me in touch with real people's taste.




[caption id="attachment_2120" align="aligncenter" width="478" caption="Emily Dees Boulden"]100_0013[/caption]

Celebrate with Emily, on the evening of March 25th, the opening of Swank with a swanky soiree! So all you fashionistas, slap on some gloss and slip into your stilettos for a night of fashion and Swank!

3400 Around Lenox Rd NE. ste 215. Atlanta, GA 30326. 404-231-4114


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