Jennifer Smith and Laura Lee Boone opened Circe Boutique in the spring of 2003 with the goal to bring more of their favorite clothing, shoes, and accessories to Louisville, KY. Since then the store has evolved with its customer's needs and grown into Circe + SWAG: Southern Wear and Goods. The store offers women's contemporary, men's casual, and home. Circe + SWAG also boasts the Beauty Bar which is managed by local make-up artist Sloan Winters. Jennifer and Laura Lee maintain the promise of a 'lifestyle' store where customers can shop for everyone in one place.