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 school.

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 dress.

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.