The business seems to be doing very well. The shop has a wide range of stunning designer wedding dresses from top brands like Morilee, Casablanca Bridal, and more. The staff is incredibly helpful and knowledgeable, with Olivia, the owner, going above and beyond to ensure that each bride feels comfortable and confident in their dress choice. The shop's intimate and personalized approach to wedding dress shopping is a major draw for many brides. However, there was one instance where a customer felt that the staff was judgmental and unhelpful, but this seems to be an isolated incident. Overall, The Southern Swan is a top-notch bridal shop that offers a unique and exceptional experience for brides-to-be. The shop's focus on personalized service, attention to detail, and high-quality dresses makes it stand out from other bridal shops. The staff's passion and commitment to helping each bride find their perfect dress is evident in every review. The shop's commitment to being LGBTQ+ friendly and women-owned is also a major plus. However, the shop's hours may be limited, which could be a drawback for some brides.