Swoon City, Ballard’s new romance bookstore and crafting hub, opens this weekend in the former Monster space at 1716 NW Market St.
Swoon City‘s story is a love story in itself: owner Marissa Coughlin had long dreamed of opening a bookstore of her own. When the previous owners of the beloved craft shop announced they were ready to pass the torch—or risk closing altogether—Coughlin saw the perfect moment to bring her passions for books, creativity, and community together in a new Ballard destination.
During the pandemic, while juggling work and motherhood, Coughlin began reading romance novels as a nightly escape. “I’ve read over 500 romance novels in the past few years,” she said with a laugh. “I’m very, very into romance and excited to share my love of the genre with everyone.”
Coughlin says she’s thrilled to add to the lively “book vibe” of Ballard, joining neighbors like Secret Garden Books, Twice Sold Tales, Ballard Books, and The Ink Drinker (another new arrival opening Friday, October 24). On Swoon City’s romance niche, Coughlin says, “Romance books are about joy and connection. That’s exactly what I want this space to represent.”
She credits her family for helping make the vision possible. Her parents drove down to help repaint and refresh the shop in September, while her sister (an interior designer) and a close friend helped with the redesign. The space also features a new mural by local artist Frida Clements. “I told them I wanted it to feel like an enchanted library in the Emerald City,” she said. “I think we nailed it.”
Beyond its shelves of romance novels, which will feature curated selections across subgenres like lighthearted rom-coms, historical love stories, “romantasy” and more, Swoon City will carry forward Monster’s tradition of selling handmade crafts and hosting hands-on community art classes, while expanding with new offerings designed for kids.
Workshops will remain central to the store’s mission. Upcoming offerings include kids’ craft sessions, felting workshops, and book-themed art projects. Thanks to rolling bookshelves and tables, the space can quickly transform for author talks, book clubs, and community gatherings. “What I want to keep, and build, is more community around more things people love,” Coughlin says.
The grand opening weekend is set for October 18–19, featuring giveaways, signed romance novels, limited-edition Swoon City tote bags, and a themed drink collaboration with Artemis Coffee around the corner.
Swoon City is located at 1716 NW Market Street. The shop is open Wednesdays through Saturdays from 10 a.m. – 5:30 p.m. and Sundays 10 a.m. – 5 p.m. Classes and event rentals will take place throughout the week with details on Swoon City’s website.
Photos: Geri Silver