Our Shopfront profiles give you the chance to take a peek behind the scenes and get to know some seriously talented humans. First featured in Issue 27, today we e-introduce you to Grace Loves Lace (we’re pretty darn sure you’ve heard of them, guys), but the exciting news is, they now have more bridal boutiques. Along with their flagship in Queensland, they are now in Sydney and most recently set up shop in this amazing boutique in Melbourne (which you’ll see below) – hurrah! Thanks to the lovely Elsa Campbell, we’re here to show you around, along with letting you in on our chat with founder, Megan Ziems

Who is the Grace Loves Lace bride? We coined ourselves ‘the unique bride’ early on and I still think that sums us up perfectly. The Grace Loves Lace Bride is unapologetically herself – she knows who she is, what she wants and isn’t afraid to take a stand. She’s confident and passionate and embraces her natural beauty and curves. 

Where are your dresses made? In Burleigh Heads, Australia! I started Grace Loves Lace on the Gold Coast and we still call it home today. We are passionate about local, ethical production and delivering authentic, luxurious, Australian-made wedding dresses – handcrafted at our own bridal atelier by our experienced in-house team. 

What are the three most popular designs on your racks?  We really value customer feedback and after almost 10 years of Grace (and as a team of mostly women), we’re confident we have a good grasp on what our brides really want. It’s important we offer a truly diverse mix. For example, from our 2019/20 La Bamba collection, brides adore our range of effortless silk gowns, while the long-sleeved Orla gown and Bonita dress epitomise our popular lace silhouettes.

Price range? We like to think we cater for every savvy bride, with our wedding gowns priced between $990 to $3800. 

What makes the Melbourne showroom special?  We’ve transformed the heritage space by making the most of existing features and using texture to finish it off – crisp linen and leather in neutral tones, with rustic tables, oversized clay pots and soft gold accents. In many ways, it’s all about creating a truly Australian vibe – luxurious, warm and inviting, and laid-back living at its finest! 

2020 has been a trip so far! How have you adapted instore to the ongoing presence of COVID-19? We have been very diligent with social distancing and hygiene. We are passionate about keeping everyone safe and healthy, always. We have found it really important to make sure we are reassuring our brides by chatting with them like an old friend and not creating pressure. Getting married is stressful enough without a pandemic! It’s also important to get the brides excited for their big day, I think a lot of the brides put their excitement on the back burner so we like to remind them that no matter what they will still be getting married at some point and no matter when it happens it will be an incredible day!

Besides gowns, what else can be found in store? Our bridal range includes veils and hair accessories, jewellery (including engagement rings) and shoes, alongside bridesmaid and occasion dresses and apparel. 

Do brides need to make an appointment to try on a dress? Yes, our Australian showrooms operate as ‘appointment-only’ boutiques. We traditionally operate through a bookings system so we can give each bride the time and care she deserves. It’s much more than simply a private appointment – we’re all about delivering brides our brand of down-to-earth luxury. From a tailored one-on-one service to a considered showroom fit-out with private suites, we’ve worked hard to craft an unforgettable experience for our brides and we can’t wait to share that experience in Melbourne.

Favourite trend you see making its way into 2020? We’re finding with COVID-19 we are having more brides who are eloping and wanting an understated elegant look. I’m loving the silk gowns from our 2019/20 collection and I believe we’ll see this minimalist look carry into the new decade. In a silk gown it really is all about the Bride and shows off her beauty without distraction. It’s truly accessible luxury – double layered, bias cut, crepe de chine silk – and the dresses fall so beautifully on the body. They’re easy to customise too – you can change from a pearl-studded or glitter veil for the ceremony to silk hair scarves and ornate back pieces on a balmy night.

Anything new for Grace Loves Lace in 2020? We’ve been busy planning our next collection alongside some new exciting product offerings which we can’t wait to unveil next year. Plus, we’ll be adding to our global network of showrooms too. Watch this space!

Looking for more? Check out the long list of real brides wearing (and raving about) Grace Loves Lace on their big day here and don’t miss Elsa Campbell’s wedding work and contact details here. She’s a top photographer – talented and a lovely lady to boot! 

CREDITS Photos Elsa Campbell Bridal Boutique Grace Loves Lace