It’s rare to find a bridal boutique that designs and sells its own exclusive line. Grace Loves Lace is one of those rare gems, and this Aussie-based brand has been shaking up the market in a big way. With gowns that are accessibly priced and created sustainably, these dresses are for the modern bride. We talked to Grace Loves Lace founder Megan Ziems about what inspired her to start designing wedding gowns and where you can find her collections.
Q: Let’s get started! What’s your business’ specialty?
A: We are an Aussie-based bridal brand that specializes in luxury bridal gowns made for the modern bride.
Q: Where can we find you?
A: We have 26 showrooms across the US, Canada, Australia, and the UK, including one right in the North Loop Neighborhood in Minneapolis! You can also find us online at graceloveslace.com
Q: Tell us when and how the business began.
A: The idea for Grace Loves Lace was born during my search for my own wedding dress. I found the industry was disillusioned with the structured, traditional wedding “uniform” that dominated the market. I needed a gown that had personality, told my story, and was designed with passion, movement, and luxury in mind. I felt disappointed with the whole bridal shopping experience; it felt uninspiring and stale, and I believed that brides deserved better. The purpose of Grace Loves Lace was to revolutionize how gowns were designed and sold. I wanted to introduce brides to beautiful, luxurious, comfortable, accessibly-priced, and ethically-made gowns available through an innovative e-commerce platform.
Q: What makes your company unique from others?
A: GRACE disrupted the industry to fill a gap in the market for high-quality, modern wedding gowns at an accessible price point. Our gowns cater to the relaxed bride as they are handmade with lightweight fabrics with no restrictive elements like zips, boning or heavy materials.
What really sets us apart from our competitors is our unique showroom experience. In many ways, it’s all about creating a truly Australian vibe – laid-back living at its finest. We don’t charge for appointments, we encourage brides to take as many photos as they want in our gowns and we focus on experience, not the hard sell. Our appointments are personalized, comfortable and stress-free – allowing brides to really enjoy the moment with loved ones. We truly feel that our unique showroom experience has amplified our success and allowed us to expand our global footprint.
Q: How long have you been in the industry? What do you think has changed the most since then?
A: I launched Grace Loves Lace over 12 years ago now, so I’ve certainly seen the industry change in many ways. Sustainability has always been a passion of mine, so seeing more brides prioritizing this as a ‘must-have’ in their wedding shopping experience is amazing to see.
We’ve noticed more brides doing their due diligence and aligning their wedding dress purchase with their core values. Now more than ever, brides want to purchase from brands who champion sustainable and ethical manufacturing, and they aren’t afraid to ask where their dress will be made.
Q: Describe a proud moment that you’ve had in the wedding industry:
A: I think the proudest moments are the ones I get daily by seeing all of the incredible GRACE brides wearing Grace Loves Lace on their big day and they love sharing their wedding albums with us. Seeing our brides walk down the aisle in their dream dress – there’s no better feeling! Receiving our Grace Bride wedding photos and their positive feedback post-wedding is something that is so inspiring to me – I still pinch myself each and every time.
Q: How far in advance should a couple book with you?
A: That totally depends on the wedding date! We do our best to accommodate to all wedding timelines, so offer two options in our gowns: ready-to-wear or made-to-order.
With our made-to-order gowns, they require 6 months to produce. Our ready-to-wear gowns can be dispatched immediately.
We recommend brides booking an appointment as soon as they’re ready to start looking for ‘the one’. Even if the wedding is still a little while away, it will give the bride the most gown options to choose from and plenty of time to find what she does/doesn’t like.
Q: What’s your favorite current wedding fashion trend?
A: My favorite trend at the moment is fabrics like our crepes and silks, high necklines, paired with a low back moment. Both of these trends are so elegant, timeless, and classic – priority factors for many brides when choosing a wedding gown.
In 2022 we launched Goldie, which has already made its mark as one of our top-selling gowns due to its silk fabrication, high neckline, and beautiful low back detail.
Q: What trends can we expect to see more of this year?
A: This year we’re expecting to see brides opt for more body-hugging silhouettes that are both bold and supportive. One of our most recent gowns to launch, Jones, is expected to become a new crowd favorite with our brides thanks to her luxurious stretch crepe and low back detail. Jones is honestly the perfect mix of everything brides have been asking for!
Q: What’s your best piece of advice for couples on the hunt for their wedding fashion?
A: At the end of the day, the most important thing when choosing your gown is staying true to your taste. We see all kinds of brides come through our showroom doors, looking for both trend led and timeless gowns. I love seeing how GRACE brides style our gowns, I think this is where they really make the look their own and can incorporate elements of their style to make the look uniquely them.
Our bridal stylists at GRACE have assisted thousands of brides going through this process, so you can rest assured knowing you’re in the best hands when bringing your bridal dream to life.
Another tip would be to not bring too many guests along to your appointment as too many opinions can become confusing. Stay true to how you feel in the gown regardless of what others think, what’s most important is that you feel beautiful and comfortable on your big day.
We are so lucky to have our very own Grace Loves Lace shop right here in Minneapolis in the North Loop neighborhood, so book your appointment today!
All images courtesy of Grace Loves Lace
