Beloved Party Retailer Swoozie’s is BACK, Thanks to Her!
Atlanta’s favorite party shop is back! Ashley O’Donnell, daughter of Swoozie’s founder Kelly Plank-Dworkin, shares how she’s reviving the beloved brand’s joyful Southern spirit for a new generation. Image: Alice Park / Park Studios
Every Southern shopper knows Swoozie’s. Just reading the name might conjure up the logo’s playful Os “cheers”ing each other. So, where did these beloved gift stores go? Ashley O’Donnell’s parents, Kelly Plank-Dworkin and David Dworkin, opened the first Swoozie’s in Atlanta in 2001. At its peak, Swoozie’s had 43 stores in 15 states. However, the tragic death of Ashley’s father in 2007 was followed by ownership changes and store closures.
But today, customers who adored the one-stop concept for gifts, decor, party supplies, and more can celebrate. Swoozie’s is back, and Ashley’s at the helm.
Swoozie’s has been a part of Atlanta’s story for more than two decades. How does it feel to see the brand return to its roots?
It truly feels full circle. When I think back to those early days of Swoozie’s, it was built on heart, hustle, and a belief in celebrating life’s moments — big and small — with the people who matter most. To see the brand return to Atlanta, where it all began in 2001, is incredibly special. Every chapter along the way has brought lessons, growth, and a deeper appreciation for the community that’s supported us from the start. It feels like coming home — stronger, wiser, and more passionate than ever about what we do.
What are some of your earliest memories of Swoozie’s? What lessons stuck with you watching your mom build the business?
I remember sitting around the kitchen table as a family, brainstorming how to make every woman who walked into the store feel special and seen. I learned early on that retail is both a science and a kind of magic. I’d spend hours opening boxes and ticketing products, which is now what my daughter helps me do. But more than anything, I remember how deeply everyone cared. That passion was contagious.
Swoozie’s was born to be a “one-stop celebration shop.” What do you think made that concept so ahead of its time?
Swoozie’s came from a genuine need. My mom was a full-time working woman with kids, juggling birthday parties, milestones, and every kind of life celebration, from weddings to divorces and everything in between. She needed one place where she could get it all done, and that’s how the concept was born. From there, the team did the research, built the model, and made it happen.
Were there any moments during your childhood that made you realize how special the store’s community connection was?
Community has always been at the heart of our family, long before Swoozie’s existed, and it naturally became the roots of the brand. Supporting local causes, especially the Boys & Girls Club and area schools, was a huge part of our “why.” When you’re an entrepreneur, you have to believe deeply in your foundation, and for us, that’s always included giving back. We’re also passionate about discovering new artists and makers — that sense of “local love” has never left us.
Swoozie’s has always been synonymous with hospitality and celebration. How do you keep that sense of joy alive in today’s oversaturated and two-day-shipping retail world?
If you’ve ever walked into Swoozie’s, you know there’s a certain magic to it. The tangible, in-person, wander-and-enjoy experience is something you simply can’t replicate online. The joy lives in those in-store moments, surrounded by people and energy. That said, we’re constantly working to bring that same feeling to life digitally, finding smarter, more creative ways to share the “Swoo magic” with our online customers.
You probably hear many stories from longtime customers. Can you share one or two that have especially inspired you?
The Swoo Crew, our incredible team, inspires me every single day. They’re on the front lines, and I always say I work for them; they work for the customers. There’s nothing better than seeing longtime employees helping longtime customers. Those relationships mean everything. Personally, I’ve helped women plan their weddings and design their invitations, then watch them return for baby showers. And now some of those babies are heading to college. That full-circle moment never gets old!
What’s a common misconception people have about retail ownership?
That it’s just about picking out pretty things. The truth is, running a retail business means having all cylinders firing at all times. You have to balance the business fundamentals with creativity, stay ahead of trends, and constantly listen to real-time feedback from customers. You’re always on your toes, and ultimately, the customer decides everything.
Can you share a bit about your own professional background and how you came to take a leading role in the relaunch?
Work ethic has always been at the core of who I am. I grew up watching my family pour themselves into everything they did, and I wanted to carry that forward — both for myself and now for my daughter. I’ve always worked, learned, and found ways to take care of myself. I spent time at Swoozie’s, but also explored careers in wedding planning and advertising. No matter what I did, everything led me back to this brand. I knew it was something worth carrying into the future.
What’s something people are often surprised to hear about you?
I was a gymnast training for the Olympics when I was sixteen!
What does the future of Swoozie’s look like under your leadership?
The future is bright. Swoozie’s is already an established, beloved brand, and I’m incredibly proud that its founder is my mom. I’m not building something new; my job is to carry forward a brand that has already become generational. My goal is to ensure that customers feel the same joy they did in 2001, while also surprising and delighting those who are walking in for the first time. It’s about honoring our roots while keeping everything fresh, fun, and — as we say — “so Swoo.”
What’s the best advice you’ve received?
Be yourself. Never give up. Be a good friend. Keep growing, keep learning, and always stay a student of life.
LIGHTNING ROUND!
Name three things you can’t live without: Family comes first, always. Beyond that, yoga and continuing to be a student of life.
What’s your go-to hostess gift right now? I love pairing beautiful guest towels with a charcuterie board, complete with a few cheeses and small bites — something they can use the moment guests walk in.
Bucket-list vacation destination? A road trip on the California coast.
Favorite “hidden gem” town or place in the Southeast? The Dunlin — part of the Auberge Collection on John’s Island, SC. It’s pure magic.
Best book or podcast you’ve consumed recently? I’m re-reading The Creative Act by Rick Rubin. It’s one of those books that offers something new every time, depending on the chapter of life you’re in.
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Zoe Yarborough
Zoe is a StyleBlueprint staff writer, Charlotte native, Washington & Lee graduate, and Nashville transplant of eleven years. She teaches Pilates, helps manage recording artists, and likes to "research" Germantown's food scene.