The Swoon story is, oh so appropriately, a love story.
I started collecting petticoats from the 1950s when I was four years old.
(Dress-up was and continues to be my favorite pastime.) I was obsessed
with wedding dresses throughout my childhood and even went so far as
to write my Master’s thesis on wedding gowns while I was in graduate
I love great fashion and I love the big moments in life that allow us
to wear really incredible dresses.
This love/fascination/obsession landed me at the acclaimed Marina Morrison
Bridal Salon in San Francisco where I spent several years dressing and
consulting for The City’s most elite brides.
A Reno girl three generations back, I returned to my hometown to bring
something fresh and contemporary to the bridal scene after encountering
more and more Reno/Tahoe brides in San Francisco who complained that
there was nowhere to shop in Reno.
I believe in Reno. And, I believe that Reno is ready for (and deserves)
a modern and cosmopolitan bridal salon. I wanted to build a store to
bring the best in bridal to Reno, so that brides can shop locally and
not be forced to drive or fly out of the area to find a dress.
Swoon creator Michelle Depoali
I wanted to create a store where I would want to shop for my wedding
Simply put, the dress collection at Swoon is created for fashion-savvy
brides who want elegance, style, and sophistication in their dress choices.
The Swoon shopping experience is personal, approachable, hip, helpful,
and refreshingly glamorous.
Reno, family, education, experience, a faithful and fearless love of
dresses beautiful, style personal, settings glamorous – all add
up to Swoon.