It’s impossible not to think about Taylor Swift when walking into Baubles by Bella Bella.
Her songs echo through the speakers inside the Corporate Boulevard boutique. Her face is plastered on the wall in the form of embellished resin portraits courtesy of a Cora B. Gallery X Baubles collab. The shop is stacked with Swiftie-themed friendship bracelets, buttons, stickers, mugs, blankets and other gifts.
Over on Perkins Road, its sister shop, Bella Bella, has even more Swift-inspired apparel.
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“We do have other famous faces, and it sells. But not nearly as much as (Swift),” says Ashley Thibaut, the shops’ co-owner and a self-proclaimed Swiftie. “There’s always somebody that’s hot at the moment, like Harry Styles, Dolly or Barbie, but Taylor Swift has just been consistent.”
Earlier in the year, Baubles and Bella Bella were both slammed with local diehards searching for outfits for shows in nearby states like Texas and Florida. When Swift announced another leg of the tour with three—instantly sold-out—October shows in New Orleans, Thibaut knew Capital Region fans would show up so they could show out at the concerts.
“We were excited,” Thibaut says. “Usually on Halloween weekend, a lot of people aren’t shopping because they’re getting costumes and stuff. So I think this year it’s going to make that weekend—that’s typically kind of slower for us—really busy.”
Swift’s Eras Tour whisks the audience through the singer’s 11 albums with a three-hour show of hits. Swifties go hard in the outfit department, selecting their favorite album and the era’s Easter eggs to help inspire their looks. Inside Baubles and Bella Bella, racks stock garments and accessories that can be matched to the lore of the 11 eras, from Swift’s country debut to the darker vibes of Reputation.
With Ticketmaster troubles and a high volume of local fans hoping to snag a spot at one of the three shows, not everyone was lucky enough to get tickets. Thibaut is still personally hunting for her own. But, she hopes those lucky local ticket holders can find their Eras ensemble at either shop. She even hopes to divide both boutiques by the eras and host shopping events as the shows approach.
“She’s been a large part of our business over the last year. We’re very thankful for Taylor Swift,” Thibaut says.
With two album re-recordings still to be released and new eras yet to be announced, a “Mastermind” like Swift has plenty up her sparkly sleeves, giving the boutiques tons of future material to work with and merch to stock.
While other stars might have fleeting moments in the shops’ inventories, it’s clear the only reason Swift might be absent from the shelves is because her items have been sold out by loyal local fans.
Inspo for each T. Swift era
All items sourced from Bella Bella and Baubles by Bella Bella.
Taylor Swift
In her debut album, Swift burst onto the country music scene as its newest starlet. Think: boots or denim, or play on the blues and greens found in the album art.
Strapless Tiered Mini Dress, $82
Soraka Shoulder Bag, $70
Cora B. Gallery X Baubles Eras Button, $8
Taylor Swift Button, $8
Fearless
During the show, Swift’s Fearless outfits are usually dripping with gold and glitz. Take a page from her book, and wear anything gilded and glittery.
No Prob Platform Sandal, $90
Triple Butterfly Drop Earrings, $34
Speak Now
The dress Swift rocked on this album cover cemented purples and lilacs as the color of this era.
Chain Det Clear Bag, $60
“Girly Girl” Rhinestone Crop Top, $108
Red
Go with the obvious and rock a burning-red lip and ruby-colored outfit. Complete the look with cat ears, a black fedora or heart-shaped sunnies.
Round Rhinestone Sunglasses, $18
1989
The country-to-pop pivot never goes out of style. “Shake it Off” in skater skirts, cheer uniforms and beachy blues from the cover art. Thibaut recommends looking at Swift’s iconic 1989 moments. Who remembers that pink and orange two-piece outfit from the 2016 Grammys?
Cora B. Gallery Satin Scarf, $48
Reputation
Sss-tyling this era is as easy as slithering into a black ensemble. Don’t forget to accessorize with snakes, the mascot of this album. Thibaut shares that both her sister stores will stock black suede boots with gemstone snake details.
Tie Waist Flutter Sleeve Dress, $138
Lover
Hearts and a cotton candy palette define this era. Pastels and butterfly-filled ’fits are all fair game. Or, be “The Man” and add a structured, yet sparkling blazer to your getup.
Struck by Love Drops, $30
LOVE Friendship Bracelet, $14
Folklore + Evermore
These sister albums give all the folky and boho vibes. Grab your chunky knit cardigans, braid your hair or find a billowy dress to spin in.
Cora B. Gallery X Baubles Eras Buttons, $8
“The 1” Friendship Bracelet, $10
Midnights
Make the whole place shimmer with face glitter or outfits embellished with dazzling star and moon motifs.
Elektra Cosmetics Glitter Bolt Balm, $20
The Tortured Poets Department
Nod to Swift’s latest release with black-and-white outfits, Victorian vibes, bows, pearls, lace—or anything that feels appropriate to wear while pouring out your heart at the typewriter.
Velvet Bow Earrings, $28
Oversized Hair Bow, $44
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This article was originally published in the October 2024 issue of 225 Magazine.