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Upscale lingerie boutique 'Swoon' comes to Over-the-Rhine this fall

Posted: 7:21 AM, Jul 12, 2016
Updated: 2016-07-13 11:06:23Z

CINCINNATI – A new ladies' underwear boutique coming to Over-the-Rhine this fall will attempt to fill the void between Victoria's Secret and big box store options for lingerie in Cincinnati.

SWOON, a new specialty intimates shop focused on offering consumers independent labels with ethical manufacturing practices, recently signed a lease for an 1,115-square-foot space in Cincinnati Center City Development Corp. (3CDC)’s Parvis Lofts building at 1421 Vine St.

“SWOON will provide modern basics made to complement, rather than contort, a range of bodies,” said owner/operator Melissa Lieb in a news release. “We're also excited to offer playful and sexy luxury styles created by a range of brands dedicated to sustainability and ethical practices, without compromising a modern sensibility.”

A graduate of the School for Creative and Performing Arts and the University of Cincinnati, Lieb spent the last decade living in New York before deciding to return home to open her new store.

With a prices ranging from moderate to upscale, SWOON will carry quality American and European labels that are unique to the Cincinnati market. SWOON sales staff will be tasked with educating customers on unfamiliar brands that offer ethical and sustainable manufacturing practices, as well as a modern, forward-thinking approach to aesthetics.

“We’re looking to give the conscientious consumer, or the woman who cares enough about her purchases to not shop at a box store, exactly what she’s looking for in lingerie – whether it be fit, comfort or style,” said Lieb. “We want to offer a curated atmosphere that is as comfortable as it is exciting for patrons.”

The shop’s main inventory will feature a wide array of basic, fashion basic, and special occasion lingerie, but it will also offer bodysuits, body care products and a small assortment of vintage silk nightgowns, nighties, robes and kimonos.