Elaine Swann - "The Etiquette Lady"

Considered a go-to expert on etiquette in America, Elaine Swann created a brand for herself that has been featured on the radio and national television shows.

Dubbed "The Etiquette Lady," Swann began her journey into entrepreneurship after she graduated from high school.

For years, she tracked her goals and dreams in a journal and, one day, she decided to make them a reality. That meant packing up her life in Oceanside, just north of San Diego, and moving across the country to New York with her baby girl in tow. On the East Coast, Swann quickly became the "hostess with the mostess," putting her passion for etiquette training to use. But her journey to New York did not bring her the success she hoped for.

Swann says her breakthrough moment happened in 2005, when she was approached by a producer at NBC San Diego while standing in line to audition for "The Apprentice." They reached out and asked to have her on as a guest to talk about etiquette.  Her first appearance in May of 2005 turned into a three-year relationship with the station, with Swann hosting segments as the "Etiquette Expert."

Since then, her career has skyrocketed. She's landed national appearances on segments for NBC, ABC,  HLN, Fox and other major television networks. She has expanded her brand since her days on NBC San Diego, authoring books and teaching etiquette classes. This year she was a top contestant on Fox Television's new show "Kicking and Screaming".

Swann says the key is to never take no for an answer and never give up on your dreams. 

During this episode from Season One of The Block, Elaine Swann talks about following her dreams to create an etiquette brand company.


Chelsea Baer