The problem is, when you plant seeds from a hybrid cultivar such as White Swan, the seeds are usually sterile. Other times, plants will germinate but they will revert to one of the parents, rather than looking like what you originally grew. Try germinating seeds from the species coneflower rather than a named cultivar. You should have better luck that way.
Luke Miller, editor
Garden Ideas & Outdoor Living magazine
become a fan at www.facebook.com/GardenIdeas