About Us

About Swagger & Swoon: Dressing the Groom & His Merry Men

We like to think we don’t just sell ties; we help write stories.

We might not be the main characters in the script of your big day, but look closely, and we are always there. We are the flash of colour at the altar as the Groom waits for theirs partner. We are the perfectly matched pocket square in the Father of the Bride’s jacket. We are the adorable (if slightly wonky) bow tie on the three-year-old page boy.

We are the reassurance that everything matches, and the confidence that comes with looking your absolute best.

From "Tie Warehouse" to Wedding Specialists
Our story technically began in 2002 as The Tie Warehouse. Back then, our shelves were stacked high with traditional day cravats, ascots, and the kind of quirky novelty ties that usually end up as Secret Santa gifts.

But in 2009, we evolved. We rebranded to Swagger & Swoon, and the shift in focus went from novelty neckwear to becoming the UK’s go-to experts for colour-matched wedding accessories.

Over the last two decades, we have moved four times, shipped to 52 countries, and helped thousands of couples tie the knot. But while our name and logo have changed, our obsession with getting the details right hasn't.

A New Chapter

Hi, I’m Hannah, the owner of Swagger & Swoon.

While I officially took the helm in October 2024, I have been part of the fabric of this business since 2014. I’ve spent the last decade working in every corner of the company, from packing orders and organizing the swatch room to helping frantic couples find a match for a discontinued dress colour.

I’ve seen colour palettes shift with the seasons, matching everything from bold, vibrant hues to soft, earthy tones, but one thing hasn't changed: the importance of reliability and top notch customer service. I know how stressful wedding planning can be, which is why my goal as owner is simple: to make our bit of the outfits the easiest part of your to-do list.

Meet The Team

Of course, I don’t do this alone.

George – Operations Manager & Colour Guru If you’ve ever been saved by a miraculous colour match, chances are George was involved. As our Operations Manager, he has his hands in absolutely everything. From creating the sewing templates for our handmade collections to ensuring the workshop runs like clockwork, George is the detail-obsessed engine room of Swagger & Swoon (and the face you'll often see popping up on our social media!).

The "Behind the Scenes" Crew The rest of the team prefer to stay out of the spotlight and let their handiwork do the talking—and there is plenty of it.

We aren't just a warehouse that moves boxes; we are makers. Much of what we sell is created right here in-house.

• The Workshop: The hum of sewing machines is our daily soundtrack. This is where we cut and sew our handmade items, from dapper bow ties and pocket squares to the perfect satin bridesmaid sashes.
• The Colour Matchers: We don't just guess; we obsess. We spend hours comparing fabrics to ensure our colour advice is spot on, helping you navigate the difference between "Sage," "Moss," and "Olive."
• The Dispatch Team: Every order is picked, packed, and checked by human hands to ensure it arrives looking perfect for your big day.

From the cutting table to the post room, every member of the "We" is dedicated to making sure your wedding outfit is the one thing you don't have to worry about.

As Seen In
We are proud to have been featured by some of the wedding industry's most trusted voices.

Why We Do It
We know we are just a small part of your day. But we are the part that involves the nervous fiddling with cufflinks before the ceremony, the posing for photos that will sit on mantlepieces for fifty years, and the tie around the head on the dancefloor at 11 PM.

Whether it’s a single tie for a guest or matching sets for a Groom and his twelve groomsmen, we treat every order with the same care.

That is our story. Now, let’s help you create yours.

Ready to find your colour? Order Your Swatches >