Revolutionising the bridal offering in 2011, Grace Loves Lace (GLL) disrupted a stale, uniformed industry to fill a gap in the market for affordable, high-quality, made-to-order wedding gowns.
GLL launched a unique product: handmade gowns sold exclusively online to brides all over the world – all at a revolutionary price-point.
Before GLL, modern brides were limited to local ateliers, often at extortionate prices. GLL was perfectly geared for global e-commerce, from design, fabrication and garment construction to the appointment of online stylists. Focusing on digital helped establish the brand globally.
Harnessing social media to organically highlight user-generated content paved the way for paid digital marketing in late 2016. To satisfy growing global demand for a tangible shopping experience, GLL launched Concierge – pop-up showrooms in major capital cities across the world offering one-on-one appointments. Both a market-testing and entry tool, Concierge paved the way for permanent showroom expansion into LA and London. Currently delivering to over 65 countries annually, GLL maintains cult status on social media and has been labelled ‘The World’s Most Pinned Wedding Gown’ by Vogue. Established as the leader in the modern bridal industry, GLL continues to manufacture all gowns by hand, in-house in Australia.