Running to my Swoon era

There’s something brave about choosing softness—but for me, it was never really a choice. It’s always been who I am.

I’ve long been drawn to gentle things. My shelves were filled with books about slow living, self-kindness, hygge, and healing. But fiction? Especially romance? That wasn’t part of my world — not yet. It felt like something for other people. People with time to escape into stories. People who already belonged in that world.

But then something shifted. A romantasy recommendation here. A chapter there. And suddenly, I found myself falling. Hard. These weren’t just stories — they were feelings. They held softness and strength in the same breath. They made me feel seen, comforted, and quietly swept away in a way I hadn’t known I needed. And I realized: this, right here, was my swoon era.

It’s not just about reading romance. It’s about choosing warmth. Building a space where feelings are allowed. Creating something small and real and full of heart.

That’s what The Swoon Society is. A quiet rebellion against the cold and the cynical. A sister-built brand that exists for the bookish romantics, the emotionally wrecked readers, the ones who fall too hard and never quite recover. And the ones just discovering that part of themselves.

If you’ve visited our website, you’ve probably seen the video of Ella running through the garden — in our mum’s wedding dress, no less — wearing one of our embroidered caps. It’s not just aesthetic (though yes, it is very aesthetic). It’s symbolic.

She’s running in something soft. Something made with love. Something that honors the wild, emotional, and completely unhinged beauty of being a reader who feels everything.

That’s us. That’s The Swoon Society. A home for fictional spirals and slow healing and stitched slogans that say the quiet part out loud. We’re building this brand one emotional cap at a time, one blog post at a time, one real connection at a time.

So if you’re feeling the tug toward your own swoon era—follow it. Let your reading taste evolve. Let the romance genre open your imagination, your heart, your whole bookish self.

You’re not running away from anything.

You’re running home.