Love, lace and happily ever after

Words Melinda Burton | Photos Grace Loves Lace

In a world where wedding traditions collide with contemporary flair, one brand has captured the hearts of brides worldwide with its non-traditional approach to bridal fashion.

    Eleven years ago, visionary Megan Ziems embarked on the search for her perfect wedding dress. However, the pursuit led her through a sea of uninspiring boutiques and rigid styles.

    “I needed a gown that had personality, told my story, and was designed with passion, movement, and luxury in mind,” says Megan.

    “Personally, I found the industry was disillusioned with the structured, traditional wedding ‘uniform’ that dominated the market.

    “The whole bridal shopping experience was disappointing; it felt uninspiring and stale, and I believe that brides deserved better.”

    This sparked Megan’s vision to revolutionise how gowns are designed and sold, leading to the creation of Grace Loves Lace.

    “I wanted to introduce brides to beautiful, luxurious, comfortable, affordable and ethically made gowns available through an innovative e-commerce platform,” she says.

    Now a disruptor in the industry, the brand has filled a void in the market by offering high-quality, modern wedding gowns at an accessible price point.

    “Our gowns cater to the more relaxed bride, as they are handmade with lightweight fabrics and steer away from restrictive elements such as zips, boning, or heavy materials,” she says.

    What truly sets Grace Loves Lace apart from its competitors is the exceptional showroom – where the constraints of traditional bridal appointments fade away.

    “In many ways, it’s all about creating a truly Australian vibe; think laid-back living at its finest,” says Megan.

    “We don’t charge for appointments, we encourage people to take as many photos as they want in our gowns and we focus on experience, not the hard sell.

    “We genuinely feel that our unique showroom approach has amplified our success and allowed us to expand our global footprint.”

    Grace Loves Lace’s intimate and personalised appointments offer a respite from the chaos of wedding planning, creating an environment where brides can enjoy the moment with loved ones.

    “I wanted to offer a space where you can feel relaxed and comfortable as you search for your gown,” she says.

    “Our private rooms all boast gorgeous interiors that give a nod to my Mediterranean heritage with neutral tones and different textures of timber, polished concrete, and soft linens.

    “We’ve carefully designed our showrooms so that your experience is a true representation of us – sophisticated, authentic, friendly and relaxed.”

    Private dressing rooms connected to seating areas allow brides and their guests to feel at ease and enjoy the gown search process.

    In the large foyer area, brides have the opportunity for impactful photo and mirror moments, giving them ample space to move around freely and fully experience their veil and train.

    When it comes to staying up to date with the latest fashion trends, Grace Loves Lace maintains a refreshing perspective with their primary focus on creating timeless dresses that transcend fleeting fashion fads.

    “I can appreciate trends, but I definitely don’t give them much attention,” she says.

    “When it comes to bridal, I always maintain that this is a really special type of dress that needs to outlast any trend.”

    A visit to a Grace Loves Lace boutique is an enchanting time, and every bride that walks through their showroom doors is offered the full award-winning GRACE experience.

    Greeted by passionate stylists, brides are offered complimentary champagne or tea as they settle into their private styling suite surrounded by their bridal party and loved ones.

    “We want every bride to have an experience that is dreamy, memorable and most importantly, fun,” says Megan.

    “Most people will usually try on five different gowns, then finish the appointment back in their favourite and complete the look with the veil and all the accessories.

    “Most people will usually try on five different gowns, then finish the appointment back in their favourite and complete the look with the veil and all the accessories.

    “Some people select their gown on their first appointment, others need more than one and that is okay, we aren’t pushy salespeople, and we never want anyone to feel pressured.”

    The memories created at Grace Loves Lace are destined to last a lifetime, and Megan cherishes the joy that resonates from those wearing her designs.

    “I think my favourite ‘pinch me’ moment is the one I get daily, seeing all of the incredible GRACE brides wearing my brand on their big day, and they love sharing their wedding albums with us,” she says.

    As Grace Loves Lace looks to the future, the brand strives to be a brand that prioritises the environment and aims to make a positive impact today and for the brides of tomorrow.

    “Since ideation, we have been committed to sustainable and ethical manufacturing, recycling, waste management and minimising carbon emissions, wherever possible,” she says.

    “I noticed the fashion industry leading the way with sustainable collections and practices years ago, but no one in bridal was talking about it, so we challenged that.

    “Over a two-year period, we developed our own signature eco lace that is 100 per cent recycled and proudly GRS (Global Recycle Standard) certified.

    “Currently, our eco gowns include Sienna and Lumi, which are crafted from this luxurious, luminescent pearl fabrication.”

    Grace Loves Lace’s achievements have been recognised with numerous awards, and these accolades are a testament to the team’s unwavering dedication and serve as a reminder of the incredible journey the brand has embarked upon.

    “I’m always so appreciative when we do get recognised for all our hard work behind the scenes,” says Megan.

    “I’m so proud to have received awards across multiple categories, including design, service, and e-commerce – it’s the cherry on top of an already surreal feeling.”