We Talk with Anneke Bedford, owner of Swoon Store

Swoon is one of those rare retail spaces that feels genuinely alive – part interiors destination, part café, part community hub. We spoke with its founder about what inspired it all, and why pieces like the Diesel and Jed have found such a natural home there.

As a former kitchen and interior designer, what inspired the move into retail and the creation of Swoon?

One of the things I love best about design is inspiring and collaborating while working with a variety of different people, considering their needs and aesthetics… during covid times, with some space for reflection I realised I needed a change for myself and found that I valued connection with people and I kept returning to the idea of creating a retail environment which I could share with others… the resulting journey has been such a learning curve involving many new people and relationships.

How would you describe the Swoon style and what you wanted people to feel when they walk through the doors?

The philosophy behind Swoon is that the space is unique, inspiring and hopefully aspirational where all people feel welcome.  I wanted to create an offering which felt less formulaic or fashion driven and more soulful and inviting.  In the age of internet shopping, it is really important to consider why people come into a physical retail environment and what they experience from their visit.

Swoon is much more than a store, with the café and plans for events and community gatherings. How important was creating that sense of connection and community?

The Swoon community has actually taken me by surprise. The variety and mixture of people who come in and spend time sharing their stories, their homes and their friends & families is heartwarming and very validating.  I think people need connection and I feel proud of the Swoon community which is growing and evolving with us.

Where do you find inspiration when it comes to interiors, styling and selecting pieces for the store?

When it comes to design – keeping clean lines and classic forms is a great starting point and following from that I believe that nature is always the best inspiration.  When it comes to cues for colour, texture, light & shade as well as tactile qualities and nuances, mother nature doesn’t get it wrong. This is where I enjoy working with Kovacs, I value their classic, ergonomically designed furniture and a strong commitment to customer service.

What drew you to the Kovacs Diesel and Jed designs?

The diesel chair is a firm personal favourite…firstly it is supremely comfortable, also, obviously, super stylish – easily mixed in with existing furniture whether with traditional, mid century or modern. Additionally, it is compact and light, especially important if space is tight.  As for Jed – it too is built for comfort, for its classic lines and good looks.  Being able to customise the size and arms for the individual customer makes it a winner.  Also, it looks great in lots of fabrics whether plains, textures or patterns – this keeps a classic style relevant and makes owning a Jed an easy decision.

Supporting New Zealand designers, makers and artists seems to be a big part of Swoon’s identity. Why is that important to you?

I strongly feel that unless we support the skill and talents of local makers, these vital elements in our community will be lost, at Swoon, we proudly support all sorts of local makers.   I also think that a New Zealand piece of furniture will outlast a cheaper alternative and hence becomes really great value for money… as well as supporting something beautiful which is Made Right Here!!!

What’s next for Swoon? 

I hope Swoon keeps growing as it has been over the last 2 ½ years… we are becoming more known and still meeting new customers who have only just discovered us. It is fun discovering new good things to add to our offering ensuring wecontinue to evolve and grow.  I am hoping to increase the number of orders of Kovacs upholstery pieces – supporting local and resulting in happy customers. Every sale of a piece of furniture is exciting for us as and we would love to help more people discover their ideal piece of furniture.

And most importantly, what’s your coffee order? ☕😉

The first priority of the day is to get myself a piccolo – which is a really small flat white.  Because caffeine does makes the world go around!