A Fashionista?s Tale: New Boutique And Fashion Lounge Creates Conversation Around Clothes

Sway Boutique Opens Doors in North Scottsdale, Celebrates with ?Fashion Nouveau? Event on December 4.

Valley fashionista?s have a new sanctuary to seek out retail therapy with the opening of Sway Boutique (www.swayboutique.com), Arizona?s first ?fashion lounge? where glamour and comfort fuse into a conversational shopping destination. Born from the idea that all facets of fashion tell a story, the Scottsdale-based boutique brings a fresh sense of style and underground flair so the everyday woman can tell her fashion-tale.

Inside the doors of Sway, a comfortable, yet chic seating lounge greets guests and radiates a home-away-from-home environment amidst racks and walls of fashionable pieces from local, up-and-coming designers like Revolver and Raven denim to celeb-adored must-haves such as Yumi Kim and Kritik.

?Since I can remember, fashion has been a part of my life,? explains Jill Lineback, owner of Sway Boutique. ?While it?s been the foundation of my education and guided my career, it wouldn?t have been as meaningful without the relationships formed alongside. I want Sway to be a retreat from the outside world?a place that our client can come in and veg-out without feeling obligated to shop.?

An always-open refreshment bar adds to the storefront?s funky vibe and playful setting, as every Sway stylist believes that shopping is about more than just clothes. They encourage and help each woman to pick a style, not a brand?ultimately reflecting the distinctive personality and inner-glamour queen.

Embarking on her first entrepreneurial adventure, Lineback, an Arizona-native, came back to the Valley after graduating from the Fashion Institute of Design and Merchandising to bring a culture and attitude of the Los Angeles fashion scene?including fellow alumna and The Hills Reality TV Star, Lauren Conrad?s signature collection.

?My hope is that everyone who walks in the door will immediately feel the energy and passion behind the stories of our designers? lines and our connection with each one,? says Lineback. ?Your fashion sense should be a reflection of who you are as a person?we make it our priority to make sure that all of our clothes fit you, not make you fit into the clothes.?

To celebrate the story of Sway, the boutique will host ?Fashion Nouveau? on December 4, 2008 from 7:00pm to 9:00pm. The storefront location will be extended to a swanky, outdoor lounge where appetizers will be served with specialty purple ?Swaytini? cocktails, along with silent auctions to benefit the HALO Animal Rescue Organization and the House of Performing Arts.

Attendees can ?sway? to the beats of DJ Peabody spinning live music, partake in the cigar lounge, or shop in the boutique all while enjoying a unique fashion display. There is no cost to attend the event, however RSVP is required and all interested parties are to either email: sway ( @ ) theonyxagency dot com or call at 480-941-3713 x 14 dot

Sway Boutique is located at 9343 East Shea Boulevard Suite 145, Scottsdale, Arizona 85260 in The Shops at 9400 Shea Center.

About Sway Boutique:
Hollywood glamour meets contemporary chic in the upscale 'The Shops at 9400 Shea', where the first-ever ?fashion lounge? in Sway Boutique gives Valley fashionistas a taste of underground style and designer threads. The vibrant boutique is filled with celeb-adored brands like Yumi Kim and Kritik to burgeoning designs from Revolver. The 1000 sq. ft storefront will also carry sustainable fashion from Aude and pieces from The Hills? Star, Lauren Conrad?s Collection. Sway Boutique, the brainchild of store owner Jill Lineback, is a combination of her ?passion for fashion? and the business world. Having gone to school and worked in Los Angeles, Lineback seized the opportunity to open up her own storefront location in Scottsdale, Ariz., unleashing the trendsetting fashion capital into the vision of her own boutique in the heart of her home town.


Contact Details

Company Name: The Onyx Agency
Issued By: Cara McGinnis
Phone: 480-941-3713
Zip: 85251

by Cara McGinnis (few years ago!)

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