Owner Shantell Goodenogh said the new store, next to Planet Beach, will give them more space and a more visible location. Instead of only Thursday, they will be open three days, Thursday and Friday from noon to 6 p.m. and Saturday from 11 a.m. to 3 p.m.
Tucked away where they were they didn't have much visibility, and they got in trouble with the city of Idaho Falls when they put a freestanding sign on Rollandet. Nevertheless, they have built a loyal clientele that they expect to follow them to the new store.
Swagger offers affordable-but-chic dresses, tops, jewelry and accessories by smaller companies including L.A. Idol, Antique Rivet, Request and Judy Blue. Limited availability is part of the appeal, Goodenogh said.
"When you buy something from us, you're not going to see other women wearing it," she said. "I might order six items, and when they're gone they're gone."
Their Facebook page, an important part of their marketing, can be found at Swagger. For more information, call (208) 390-8527.