Our 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. 

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I believe in Reno. I opened Swoon in 2008 with the belief  that Reno was ready for (and deserved) 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. 

In 2011, we were named one of the coolest bridal boutiques in the country by Lucky Magazine.  In 2015, were selected by the Deluxe Corporation to be featured as one of 100 of the most compelling small business stories in America through their Small Business Revolution campaign. 

Roots.  Education.  Experience.  A faithful and fearless love of beautiful dresses, personal style, and glamorous settings all add up to Swoon.


Our Salon


 

The dresses and accessories you try on at Swoon are Swoon-worthy.  We review thousands of gowns each season to find pieces whose creators have an individual point of view.  We've curated a collection of beautiful and interesting things.  

The Swoon shopping experience is personal, approachable, hip, helpful, and refreshingly glamorous.