Campaign ‘Swoons’ for Reno business

Reno business owner Michelle Depaoli sits at her desk at Swoon Bridal Salon.

Reno business owner Michelle Depaoli sits at her desk at Swoon Bridal Salon.

With a wedding industry that grosses $51 billion annually, it is hard for a local bridal boutique to stand out. But a Reno bridal entrepreneur has done just that.

Swoon Bridal Salon, a local bridal boutique which offers designer wedding gowns, bridesmaid dresses and accessories, has been selected as one of the country’s most compelling small businesses by the “Small Business Revolution.” It is a national campaign which highlights 100 inspiring small businesses across the country and the important role of small businesses in our communities.

“The ‘Small Business Revolution’ is a documentary and photo series that celebrates small businesses and tells their stories,” said Amanda Brinkman, chief brand and communications officer for Deluxe Corporation.

Deluxe Corporation provides marketing and financial services to more than 4.5 million small businesses around the United States. They launched the campaign to celebrate their 100th anniversary.

“It feels amazing to be recognized as part of ‘the revolution.’” Michelle Depoali, owner of Swoon, said. “(It feels) like you are doing something revolutionary by owning a small business in an era when big business dominates.“

Third generation Reno native, Depoali opened Swoon Bridal Salon, located at 530 West Plumb Ln., in 2008. Depoali and her two employees hand-select each wedding dress and merchandise for the boutique.

“There is a long conversation behind every piece of merchandise in Swoon,” Depoali said. “We look at thousands of gowns each season and pick out what we think is the very best for our market.”

Swoon is the only business from northern Nevada to be featured in the “Small Business Revolution.”

When asked what made this Reno business standout from other small business around the county, Brinkman said, “The quality of her products and services. Many brides tell Michelle that finding their dress at Swoon is the most fun part of the bridal process.”

“We are passionate about our brides and want to understand each bride’s story,” Depoali said. “We want each bride to feel like her best self on her wedding day and so we take care to get to know our customers and understand their personal style.”

To learn more about the Small Business Revolution campaign, go to


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