Australian bridal gown company Grace Loves Lace has taken the world by storm over the last ten years. The company sells their beautiful gowns exclusively online. The only place you can try on a Grace Loves Lace gown is inside one of fourteen showrooms across Australia, London and the U.S. A personal stylist takes each brides’ measurements and handmakes their unique gown in their Australian studio.
This ensures that every bride gets a one-of-a-kind gown that they love—and we’re slightly obsessed with all of their designs.
How It All Began
Founder and creative director Megan Ziems has always been in a creative role. With a background in sales and marketing, she’s worked closely with production and design teams for most of her career.
She was looking for her own wedding gown in 2010 and noticed a gap in the market, so she decided to take matters into her own hands. She designed her own wedding dress: a ‘90s Spanish-inspired dress made of lace and silk. It fit her personality and she fell in love with design. That’s when Grace Loves Lace was officially born—a brand focused on comfortable and affordable dresses for the authentic yet sophisticated woman.
Getting Into the Bridal Industry
Ziems says she learned a lot at the very beginning. She learned quickly that having a start-up meant being all in and working extremely hard seven days a week. She says she didn’t take a day off the first two years and has been on call 24/7 since the beginning and still loves it.
The company sells everything you would need for your big wedding day. Besides bridal gowns, they sell bridesmaid and flower girl dresses, veils, shoes, jewelry, jackets and other accessories. Grace Loves Lace prides themselves on using high-quality, sustainably sourced fabrics and ethical handmade manufacturing. Over 80 percent of their gowns are made-to-order, and they reuse most of their excess stock to create ready-to-wear gowns along with accessories.
Ziems says her favorite fabrics to use are stretch lace, fine Italian tulle and sheer embroideries. She’s also obsessed with trim. The brand’s signature-flattering silhouettes are designed for comfort, luxury and movement meaning no structure, corsets or boning. Ziems says she wants the Grace Loves Lace brand to be known for both formal and non-formal looks so that brides and customers can wear them wherever they please.
2016 was one of the biggest years for Grace Loves Lace—their “Hollie” dress was the world’s most-pinned wedding dress on Pinterest. The lace and silk chiffon boho gown, originally made for and named after Ziem’s sister, was posted more than 2.5 million times and sold out worldwide. The dress is no longer available, but the company created a Hollie 2.0 dress which is similar in style.
Although the company doesn’t follow trends per se, they do try to stay relevant and pay attention to the world and culture around them. Ziems even admits that the company was late to the Instagram game. Instead, she allows passion and creativity lead the way in all of her designs and loves the runway styles of Elie Saab and Chanel. She says beautiful fabric and music are key influences for every collection.
In 2020, Grace Loves Lace turned to their biggest influence for their recent capsule collection—real brides. The bridal label asked 80-thousand brides across 80 countries what they look for in a wedding dress.
Overall, the customers said they liked stretch lace, a high neckline, covered arms, an A-line skirt and a slip-on fit. The feedback resulted in a collection of three dresses ranging from sizes XXS to 3XL: The Vita, the Luca and the Anais dress. Each dress features one or two of the key must-haves mentioned in the survey.
Also new for the company is their Grace Mini collection for little girls. The collection includes dresses, skirts, headbands, hair bows and anklets and is produced from leftover silk, French lace and Spanish trim materials used in Grace Loves Lace bridal gowns.
The designs are made with little adventurers in mind meaning no zips or buttons and feature stretch material that grow with the beautiful girl wearing them.
Timeless, whimsical and celestial are just some of the words to describe Grace Loves Lace’s 2021 bridal collection titled “Elysian”. There were so many beautiful styles to choose from, but we had to feature these four gowns. We love how each gown brings the drama in their own way.
If we had to pick a favorite, it would be the Eve gown with the signature rose lace sleeves, double layer of tulle and scalloped high neck. It seriously makes us swoon with its elegant charm. The other gowns in the collection are modern, feminine and fitted to perfection.
Grace Loves Lace is also stepping up their accessory game. The new Helena hat is super chic and made of fresh ivory crepe. Pair it with the matching Grace backpack and you’re set for your big day. We love how fashionable yet functional it is! We’re also loving the limited-edition Stardust veil. The veil is made of fresh ivory Italian illusion tulle and hand-sewn Swarovski jewels. It’s dreamy and dramatic all in one.
We’re not the only Grace Loves Lace fans! Actress and model Audrina Patridge wore a GLL white silk slip dress for her wedding rehearsal dinner. Ziems spoke with Patridge directly and was so excited to know she was a fan of the brand. Actress Margot Robbie was also seen wearing Grace Loves Lace. She posted this photo to her Insta page while picnicking in London with some friends. She’s rocking the Everyday Crop in ivory.
Overall, Ziems has done an incredible job building her empire and giving brides dreamy dresses for their big day. Her biggest piece of advice? Keep an open mind while trying on gowns. There may be a dress silhouette that you didn’t think would look good on you but give it a chance!