Sisters, 13 Years Apart — One Shared Dream

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.
Growing up, we were on totally different paths. Ella was still playing dress-up while Emily was figuring early adulthood. Life stages kept us in different lanes.

But life, as it does, has a funny way of circling back.

Somewhere along the way, the gap between us didn’t feel so wide anymore.
Our interests—health, fitness, mindset, creativity—started to overlap. Our conversations became deeper, more meaningful, and a whole lot more fun.

And before The Swoon Society was even a glimmer of a brand, we were quietly building the skills that would one day make it all possible.

Emily had always been drawn to self-expression and storytelling. She started a blog back in the days when people still read them—writing honestly about life, mindset, growth, and everything in between. Over time, she found herself working for others behind the scenes too—creating content, managing socials, and pouring heart into small businesses that needed a voice.

Ella was busy building her own thing, too. Her passion for health and fitness evolved into a career—offering accessible, uplifting support through online and in-person coaching. Ella was always using her skills in photography and video to support other work she had going on too.

We were both creating.
Just not yet together.

Until… a gift sparked an idea. A conversation turned into a brainstorm. And suddenly we were back at the dining table, notebooks open, dreaming up something new.

The Swoon Society is the result of two lives running parallel for years, finally intertwining in the best possible way.
It’s a brand built on emotion and expression—but also on balance. Where one of us has the words, the other has the vision. Where one sees the big picture, the other perfects the details.

We come from different ways of life, but we meet in the middle with the same passion—for stories, for connection, for creativity.

We’re not just building a brand.
We’re building it together.

And that might be the most swoon-worthy part of all.