What Grace Loves Lace does

Grace Loves Lace is an Australian-founded bridal fashion brand headquartered in Burleigh Heads, Queensland, operating since 2010. The company designs, produces, and sells handcrafted wedding gowns, bridesmaid dresses, veils, and bridal accessories both direct-to-consumer through its own e-commerce storefront (graceloveslace.com) and through 24 company-owned appointment-only boutique showrooms across the US, UK, Canada, and Australia, with a further 60+ international stockists in 30+ countries. Wedding gowns are priced between $1,950 and $3,950 USD and are offered in Ready-to-Wear (dispatched within 3-5 business days) and Made-to-Order formats (produced after purchase, shipped approximately 5 months later), with bridesmaid dresses priced at $300-$330 and veils from $340-$640. The company also operates a global virtual appointment channel to serve customers outside boutique catchments.

The core product portfolio spans 57 Ready-to-Wear wedding dress styles in silhouettes including A-line, mermaid, column/sheath, corset, and basque waist, made from lace, satin, crepe, silk, and embroidery, with size range from XS to 5XL. The brand is differentiated by its pioneering use of stretch lace construction in bridal wear, a GRS-certified Lumi Eco Lace made from 96% recycled materials, and the use of OEKO-TEX certified fabrics (67% of fabrics) and notions (71% of notions). Supporting products include a Bridal Quiz matching tool, handcrafted veils in mantilla, cathedral, and chapel styles, modern bridal accessories (capes, gloves, shawls, boleros, neck scarves), eco-satin bridesmaid dresses, and a bridal loungewear line. The brand provides ZIP Pay (US) and Latitude Pay (Australia) installment plans to support higher-value purchases.

The business model is direct-to-consumer-led with a wholesale complement: revenue is generated by one-time purchases of gowns, accessories, and occasionwear, with the founder (Megan Ziems) and Head Designer (Rosie Keating) operating from the Australian atelier and a 220-person team supporting boutiques and global fulfillment. Marketing relies on a multi-channel content engine (Grace Weddings blog, Grace Journal, Gown Gallery, social media, newsletters/SMS), virtual and in-person appointments, and curated partnerships such as the 2026 Pinterest Wedding Trends Report activation. The brand ships to 80+ countries and emphasizes ethical, sustainable production with a focus on comfort-first, contemporary bridal design targeted at the modern, free-spirited bride.

Name

Grace Loves Lace

Legal name

Grace Loves Lace (ABN 76 161 870 944)

Website

https://graceloveslace.com

Company type

Private

Founded year

2010

Operating status

Operating

Headcount range

101–250 employees

Short description

Grace Loves Lace is an Australian-founded bridal fashion brand that designs, produces, and sells handcrafted wedding gowns ($1,950-$3,950), bridesmaid dresses, veils, and accessories through 24 owned boutiques in the US, UK, Canada, and Australia, plus e-commerce and 60+ international stockists, serving modern brides in 80+ countries.

Ownership category

akta.pro rank

Headquarters

HQ city

Burleigh Heads

HQ country

Australia

HQ region

Oceania

Offices24 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Personnel, Operations, Marketing or Sales, Technology or R&D

Revenue model

1. Wedding Gown Sales: Primary revenue stream from direct-to-consumer sales of handcrafted bridal gowns. Products available as Ready-to-Wear (dispatched within 3-5 business days) and Made-to-Order (produced after purchase, shipped approx. 5 months after order).
2. Bridesmaid & Occasionwear Dress Sales: Eco-satin bridesmaid dresses and occasionwear sold directly online and through boutiques, priced at $300-$330 per dress.
3. Bridal Accessories & Veils: Sales of wedding veils, hair accessories, capes, gloves, jewelry, and loungewear as complementary product lines.
4. Payment Plan Options: US customers can use ZIP pay (4x fortnightly instalments) to secure gowns; Australian customers can use Latitude Pay (fortnightly over 6-24 months), enabling higher-value purchases.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels6 records

Core offering

Grace Loves Lace designs, produces, and sells handcrafted bridal gowns, wedding veils, bridal accessories, and bridesmaid dresses directly to brides through e-commerce and company-owned boutiques. Core products include Ready-to-Wear and Made-to-Order wedding dresses in lace, satin, crepe, and silk priced from $1,950 to $3,950, alongside veils ($340-$640), eco-satin bridesmaid dresses ($300-$330), and accessories such as capes, gloves, and jewelry. The company operates 24 boutique showrooms across Australia, the US, UK, and Canada, ships to 80+ countries, and distributes through 60+ international stockists.

Product overview

Grace Loves Lace is an Australian-founded bridal fashion brand offering an e-commerce and boutique platform for wedding dresses, bridal accessories, and bridesmaid dresses. The core product portfolio includes handcrafted wedding gowns in various silhouettes (A-line, Mermaid, Column/Sheath, Corset, Basque Waist) made from lace, satin, crepe, silk, and embroidery, available as Ready-to-Wear or Made-to-Order. Supporting products include wedding veils (mantilla, cathedral, chapel styles), bridal accessories (capes, gloves, shawls, boleros, neckpieces), eco-satin bridesmaid dresses for mix-and-match styling, and bridal loungewear. The company operates 26 global boutiques across Australia, USA, UK, and Canada, with shipping to 80+ countries and availability through 50+ stockists globally.

Differentiator

Problem solved

Functional benefit

Products and services

• Wedding Dresses Handcrafted bridal gowns in multiple silhouettes (A-line, Mermaid, Column/Sheath, Corset, Basque Waist) using lace, satin, crepe, silk, and embroidery fabrics; offered in Ready-to-Wear, Made-to-Order, and Priority Made-to-Order formats for modern brides.
• Wedding Veils Handcrafted wedding veils in short, chapel, cathedral, and mantilla styles across lace, embroidered, tulle, and pearl variations, priced $340-$640.
• Bridal Accessories Curated modern bridal accessories including shawls, capes, gloves, neck scarves, bolero jackets, headpieces, and jewelry for brides.
• Bridesmaid Dresses Eco-satin bridesmaid dresses in colors including espresso, champagne, rose gold, teal, and ice blue; silhouettes for mix-and-match styling, priced $300-$330.
• Bridal Loungewear Bridal loungewear such as the Como Slip Dress, designed for getting ready moments and bridal showers.

Quantifiable outcome

• OEKO-TEX certified fabrics: 67% of all fabrics used
• +3 more outcomes

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Four partnerships are on record, tiered core and supporting.

• PinterestcoreGTM or Marketing Partner · 6 May 2026Grace Loves Lace was a brand partner in Pinterest's 2026 Wedding Trends Report activation, where Pinterest hosted a real wedding in its Sydney office. This event showcased insights from the Wedding Trends Report and demonstrated the platform's shift from inspiration tool to full-funnel ecosystem. The partnership positions Grace Loves Lace within Pinterest's commercial bridal ecosystem.
• ZIP PaysupportingOthersPayment partnership allowing US brides to secure gowns through 4 x fortnightly instalments. Terms and conditions agreed upon purchase with the payment provider company.
• Latitude PaysupportingOthersPayment partnership for Australian customers offering fortnightly payments over 6-24 months, enabling brides to spread the cost of bridal purchases.
• International Stockist Network (60+ Retailers)coreChannel Partner/ Reseller/ Distributor60+ independent stockists and retailers in 30+ countries including France, Germany, Spain, Italy, Ireland, Norway, Greece, New Zealand, Netherlands, Austria, Belgium, Northern Ireland. Stockists carry a curated selection of gowns; full collection exclusively in Grace Loves Lace boutiques.

Scale indicators8 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Amsale: Luxury bridal designer offering made-to-order wedding gowns through DTC e-commerce and select retail partners, with comparable positioning in the $2,000-$5,000 premium gown segment and similar focus on craftsmanship and modern silhouettes.
• BHLDN: Anthropologie-owned bridal brand operating as a DTC and boutique retailer for wedding gowns, bridesmaid dresses, and accessories; directly comparable for its multi-channel (e-commerce + physical showrooms) approach and bridesmaid capsule strategy targeting modern brides.
• Monique Lhuillier: Luxury bridal and ready-to-wear designer known for romantic, fashion-forward gowns distributed through high-end boutiques globally; comparable for premium positioning, designer-led brand identity, and selective wholesale distribution model.
• Vera Wang: Iconic luxury bridal designer with global flagship boutique presence and wholesale distribution; relevant comparable for founder-led brand premium positioning and category-defining influence in modern bridal fashion.
• Lela Rose: American designer offering bridal and bridesmaid collections through DTC e-commerce and curated boutique distribution; comparable scale and positioning in the premium bridal occasionwear category with similar design-house heritage.
• Maggie Sottero: Global bridal brand offering mid-to-premium wedding gowns through DTC, authorized retailers, and trunk shows across multiple continents; comparable for its international wholesale footprint, multi-tier pricing, and mix of Ready-to-Wear and Made-to-Order formats.
• Justin Alexander: Bridal designer and manufacturer with global wholesale distribution across thousands of retailers worldwide; comparable for its multi-tier designer collections, broad size range, and international stockist model paralleling Grace Loves Lace's 60+ stockist network.

Broad incumbents

• Allure Bridals: Large bridal manufacturer and brand portfolio (Allure, Madison James, Enchanting by Mon Cheri) with extensive wholesale distribution; comparable as a broader incumbent offering multiple designer collections across price points in the same specialty bridal category.
• David's Bridal: Largest North American bridal retailer with hundreds of stores and full-occasion offering (gowns, bridesmaid, accessories); relevant broader incumbent for omnichannel bridal retail benchmarking, though positioned mass-market relative to Grace Loves Lace's premium segment.

Regional players

• Kleinfeld Bridal: Iconic New York-based bridal retailer operating appointment-only showrooms carrying 35+ designer brands; relevant comparable for the appointment-only luxury showroom experience and bridal styling model central to Grace Loves Lace's boutique format.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/Graceloveslace

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Grace Loves Lace