GRACE is the label behind the world’s most-pinned wedding dress and is the largest direct-to-consumer independent bridal brand globally. With all products designed here in Australia, each GRACE gown is crafted for style, comfort and movement.

Disillusioned with the structured, traditional wedding ‘uniform’ that dominated the market, Founder and Creative Director, Megan Ziems set out to change the bridal industry. She believed that quality shouldn’t be dictated by a price tag and that a woman shouldn’t be forced to sacrifice style for comfort.

And so, in 2010 began the story of Grace Loves Lace. Since then, our team has created a whole new perspective on bridal dressing and have been designing gowns we want women to feel confident and empowered in. We design gowns that have soul, originality, and authenticity.