A Sway and Cake on every PikePine block between 12th and 11th Ave

The upscale clothing boutique Sway and Cake will open its second location at 12th and Pike in Capitol Hill next week, as owner Tamara Kilburn seeks to expand her brand. This new store will focus on a more upscale fashion collection aimed at younger customers, contrasting with the nearby Chophouse Row location. Kilburn discovered the empty storefront while visiting a local juice café and quickly pursued the opportunity. She envisions hiring at least two new employees to assist with operations as online sales have surged to 40%. Despite the neighborhood's burgeoning fashion scene, Kilburn notes that Seattle lacks an adequate number of boutiques for its population.

The city has experienced an influx of residents with disposable income, yet many prefer shopping in fashion-centric cities like New York and Los Angeles. Kilburn's history in fashion includes a downtown store launched in 2002, which she closed in 2013 to focus on family. The growth of Capitol Hill's retail landscape continues, with new boutiques and brands contributing to the area's vibrancy.