ABOUT
SWOON
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.
A Reno girl three generations back, I returned to my hometown to bring something fresh 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. I opened Swoon in 2008 with the belief that Reno was ready for (and deserved) a modern and cosmopolitan bridal boutique.
I wanted to build a store to bring the best in bridal to Reno, so that brides could 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 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.
But it’s the Swoon brides from the past 16+ years who tell me that picking out their wedding gown at Swoon was their favorite part of wedding planning that means the most.
All the stories of the moments of beauty and love and celebration and friendship and family that played out inside Swoon’s pink walls are my favorite thing about this greater Swoon story.
In 2016, BRIDES Magazine put us on their list of the 50 best bridal salons in the country. In 2017, PureWow named us the best bridal boutique in Nevada. In 2017 & 2018 & 2019 Grace Ormonde Wedding Style put us on their list of top 100 bridal salons. We are honored to be named year after year as the best bridal shop in town by our local publications.
Roots. Education. Experience.
A faithful and fearless love of beautiful dresses, personal style, and glamorous settings, and people and their love stories all added up to Swoon and continue to make Swoon Swoon.
Michelle
