Swell Forever, an e-commerce retailer founded in 2013 by Brooke Henze, Friday soft-opened The Swell Shop, the company’s first brick-and-mortar location, according to a press release last week.
An official ribbon cutting and Grand Opening is scheduled for January.
The Swell Shop, at 203 Hilderbrand Drive, retails “Forever Blankets and an array of high-quality heirloom and heartfelt gifts for the ones you love.”
Ten percent of all gifts sold at The Swell Shop will go towards a crib fund providing babies in need safer places to sleep.
Georgia is currently one of the top states in the US for preventable infant deaths due to unsafe sleeping practices, according to the release.
The Swell Shop will work with the organization Helping Mamas (Atlanta’s first and only baby supply bank) to ensure these cribs are placed in homes of need.
There will also be a permanent Helping Mamas donation bin at The Swell Shop for any and all baby item donations.
For every online purchase, Swell Forever makes a direct donation to its sister non-profit, Foster Swell, a 501(c)3 Henze started in 2016.
The Foster Swell Fund offers mini-grants to children in foster care and adoptive families.
Swell Forever’s flagship heirloom gift is its Forever Blanket (in baby and throw size) that includes a custom-printed fabric tag that is stitched into every blanket.
Customers include messages in their own handwriting or fonts that can include the person’s name, birth date, birth stats, wedding details, inspirational quote or any special message they wish to share.
Blankets come in American-made cotton, an alpaca/cotton blend, cashmere and several other fabric and print options.
Goods retailed include items like heirloom wooden toys from Vivac and Tree, Incy Furniture, and handmade jewelry and bags from Sandy Springs-based Molly Jane Designs.