Festive and fabulous: Swoozies is your go-to for everything holiday. (All photos: Swoozies)
Take a stroll through The Plaza at Preston Center and you’ll spot it instantly — the happiest burst of color in Dallas. Swoozie’s is back, and stepping inside feels like opening a really great gift: you don’t know what’s in it yet, but you know it’s going to be fun.
Founded by Kelly Plank Dworkin and now led by Kelly and her daughter, Ashley O’Donnell, Swoozie’s is known for celebrating life’s moments with charm, color, and whimsy. Its Dallas reopening felt like a true homecoming — a return to a city that celebrates and entertains just like the brand. As Ashley says, Dallas women “love to entertain, love to celebrate the small things, and love to give thoughtfully,” making it the perfect match for Swoozie’s spirit.
Swoozie’s is back in Dallas with mother-daughter team Ashley O’Connell and Kelly Plank Dworkin at the helm.
A Store Designed to Make You Smile
Stepping inside feels like a Technicolor holiday rush — bright displays, glittering shelves, and endless “I need this” moments. Velvet-wrapped boxes sit alongside festive table décor and textiles that instantly elevate a space. Glitterville adds a touch of luxe with sugarplum fairies, Papa Noel figures, and seasonal limited-edition collectibles.
Glitterville’s Papa Noel figures are best-sellers.
Candles are a can’t-miss, always-appreciated gift.
A Swoozie’s specialty is how effortlessly everything doubles as décor and gifting. Candles—minimal and clean or wonderfully over-the-top — are a holiday staple. The ornament wall is a wonderland of sentimental, playful, and personalized pieces that customers often buy “for a friend” before returning to grab one for themselves.
“It happens constantly,” Ashley laughs. “She buys it for someone else, then comes back because she can’t stop thinking about it.”
Looking to wow the friend who has everything?
Enter Swoozie’s custom Mahjong table — tournament-sized, impeccably finished, and unapologetically fabulous. It’s the kind of splurge that becomes instant legend. The matching sets, racks, and accessories are also flying off shelves — proof that Mahjong mania has taken hold.
Trending gifts: Anything Mahgong and leopard barware.
Ashley shared some of her tried-and-true go-tos: chic tea towels, napkin trays, and glassware for holiday hostesses; cotton-candy machines, cozy slippers, and spa-style headbands for kids and tweens. You’ll also find sure-to-please stocking stuffers, from bath bombs and retro games to Swoozie’s signature chocolate-chip cookie packs.
Retro games are a top seller.
Kid stuff: the cotton candy machine.
Dallas loves Swoozie’s because it mirrors the Dallas woman herself — social, celebratory, and always on the move.
She’s planning parties, hosting showers, showing up for her friends, and she wants gifting to feel personal and effortless. “Swoozie’s gives her a one-stop place to make it all happen,” says Ashley.
It’s personal for the family, too. Ashley’s father, David — Swoozie’s co-founder — built his career in Dallas, spending years at Neiman Marcus before launching the brand. The city has always been part of their family’s story, which makes returning especially meaningful.
With its cheerful shelves, irresistible gifting, and an atmosphere that practically glows, Swoozie’s reenters Dallas with the color and charm the city has always loved. It’s not just back — it’s home.
Swoozies is located at 8417 Preston Center Plaza, Dallas, TX 75225.