I never read much beyond self-help and slow-living books—until I stumbled into romantasy. Now I’m running full-speed into stories that make me feel everything. This is how The Swoon Society began: with softness, sisterhood, and one dreamy cap at a time.

England is in the middle of a rare heatwave, and instead of melting into chaos, I’ve been romanticizing it — one bookish moment at a time. There’s something about reading during a heatwave that feels both indulgent and grounding. It’s my new summer ritual: a soft breeze, a shade-drenched corner, and a romantasy book that ruins me (in the best way).

As a busy book lover (and co-founder of The Swoon Society), I never thought the school run would become my favorite part of the day. But here I am — arriving early, parking under a tree, and savoring a quiet ritual: reading in the car. It’s my secret to finding more time to read and romanticize the little moments in a full life.

We’re not the typical co-founders.

We weren’t childhood besties plotting a business since we were kids.
We’re sisters—born 13 years apart in a big, beautiful, slightly chaotic family, with siblings scattered in between us.

There’s no creative agency.
No investor.
No team of stylists, editors, or strategists behind the curtain.
It’s just us—Emily and Ella—armed with tea-stained notebooks, tangled charging cables, and an emotional support audiobook playing in the background.