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Swoon London is a small British handbag brand run by Anna and Jules, a couple who describe themselves as polar opposites. Anna has spent more than 20 years in luxury fashion, while Jules came from the motor industry. The idea came while they were jumping on and off boats on the River Dart in Devon: Anna wanted a good-looking, practical bag that could go anywhere without designer prices. The first Swoon London company was registered in 2019, and the shop is now run by SWNX Ltd from Christchurch in Dorset.
The range is deliberately small. There are three crossbody shapes, the Downton, the larger Downton XL and the Stratford, plus the Harlan in tan, all in leather and in colours such as Sunset Orange, West Coast Blue, Denim, Dark Navy and Confetti Pink. The big idea is swappable straps: every bag comes with a matching strap and tassel, and you can choose two extra straps free, from woven Aztec to gold chain. Monogramming is complimentary and each bag includes a star keyring.
Swoon sells online only and posts with Royal Mail. UK delivery is free over £75, and it also ships to the US, Australia, the EU and further afield. Bags have a one-year warranty and 30-day returns (14 days for sale items), but personalised bags can't be returned.