After leaving her corporate job to care for her father who was battling Parkinson’s disease, Leslie Olsen, the owner of Swampbabies, found herself yearning for a creative outlet. It was in a closet-turned-office where her business began in August 2016.
Starting with decals and T-shirts, Olsen’s labor of love blossomed into a full-fledged venture that now includes children’s apparel and personalized items. “I just think that there’s such a need for that in Florence,” she shared, noting the absence of dedicated children's boutiques in the area. Armed with a vision and fueled by her family-oriented values, Leslie recognized this gap in the market and set out to fill it.
Olsen soon transitioned to embroidery, mastering the craft through hands-on classes and a hunger for creativity. The personalized aspect of her business, like monogramming — a quintessential Southern tradition — resonates well with her brand identity. Throughout our chat, Olsen's warmth shone through as she spoke about her commitment to building relationships with clients, often noting specific children for whom she curates pieces.
The name “Swamp Babies” carries a deep-rooted significance. It pays homage to Olsen's late mother, who affectionately dubbed her family the “Swamp Babies” during their time living in Lake City, South Carolina. Inspired by the love and creativity her mother instilled in her, Olsen’s daughter urged her to incorporate this familial term into the business. Thus, Swamp Babies became a way to honor their family legacy and the strong ties that shaped their lives.
Family involvement is central to the brand; Olsen’s daughter plays a key role in the store, while her husband and son contribute in various capacities. “Family would be one (of three words to describe the business),” she said. “Tradition is a big one. We want to be part of those family milestones,” she continued, emphasizing the importance of being a part of children’s lives — from birthdays to baby showers and beyond.
After opening her brick-and-mortar store in August 2022, Olsen learned quickly about the nuances of running a physical location. She recounted her journey of understanding market demands and customer preferences after years of custom orders.
However, her greatest challenge? “Trying to do everything myself,” she admitted. But she has been learning to streamline her processes and ask for help, which she describes as a vital skill for any entrepreneur. Her advice for aspiring business owners is clear: “Don’t dim your dreams. If you dream it, find a way to do it.”
Olsen envisions Swamp Babies growing more entrenched in the Florence community over the next three to five years, aiming for a larger presence while maintaining her small-town roots. “My word for the year is 'rooted',” she explained, reinforcing her desire to stay connected to her community and impact families for generations to come.
Her dedication is evident in how she has built strong ties within the Florence community. Participating in local events and staying active in her church has helped forge connections that are invaluable to her business’s success. Even collaborating with fellow business owners showcases her commitment to community over competition.
Her passion was palpable as she described the rewards of seeing children light up when they receive custom pieces. Each order, whether for a cheerleading squad or a baby shower, is not just a transaction; it's part of their life story — crafted with love.
Leslie Olsen’s story is about honoring family, fostering community, and crafting connections through creativity. Swampbabies is not just a business; it’s a love letter to her family and the community she cherishes. As she continues to navigate the world of small business, she is committed to her vision, forever guided by love -- both for her craft and her community.
To connect with Leslie Olsen and stop by Swampbabies, visit them at 817-C 2nd Loop Road in Florence.
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