Cult bridal brand Grace Loves Lace has launched 3 new dresses based on the feedback from over 80,000 brides around the world.
The gowns, named Vita, Anais, and Luca, are those that Grace Loves Lace customers dreamt up, that the brand then stitched into reality.
Feedback was taken over a 12-month period and included women from 6 different continents – totalling over 80 countries – from ages 18 right up to 60 years old. Their sizes spanned XXS to XXXL with all women involved having vastly different body shapes and bust sizes.
Some key takeaways that were factored into the creation of these three, new gowns were brides wanting stretch lace, high necklines, covered arms, A-line skirts and slip-on fits. Price point was also a key focus for the new capsule with all gowns priced under AUD$2,500.
Due to Grace Loves Lace’s local design, production and dispatch - all based in Burleigh Heads QLD - the business has been able to continue delivering new products during COVID-19.
“Because we are locally produced and manufactured, we are nimble and able to respond to our customers at a rapid pace. All our bride’s feedback comes to head office and we listen. We are fortunate enough that our business model allows us to deliver what they want from us, even during a global pandemic,” said Founder and Creative Director, Megan Ziems.
The pandemic severely disrupted the industry with over 90% of the global bridal market being manufactured offshore in countries where the virus hit hard, earlier on. Bridal brands the world over are still desperately trying to fulfil orders as offshore factories struggle to recoup while recovering from the deadly pandemic.
After ten years of operating, Grace Loves Lace and Megan Ziems are showing no signs of slowing down. Over the past twelve months, the company has seen a 100% increase in sales, with an impressive 48% of those coming from the USA alone. COVID-19 rocked the bridal industry, but Grace Loves Lace saw their online sales increase by 70%. Megan’s vision of selling direct-to-consumer and listening to her customers has truly shown it stands the test of time.
the gowns
THE VITA
The gown worn to make a dramatic yet elegant statement on a bride’s wedding day. Many women were desperate for a low V neckline, long sleeve dress with a fuller skirt to feel confident and move freely in.
“Vita is everything! The stretch lace features an abstract pattern with a dimensional contrast of matte and pearlescent thread that shimmers in the light and illuminates the wearer; making an unforgettable statement!” Head Designer, Rosie Keating said.
THE ANAIS
This striking gown features a low V neckline, open back and A-line skirt shape to flatter the figure perfectly; something the brand found that many brides all over the world were seeking.
“Anais is the epitome of effortless elegance. Her delicate eyelash trim and covered buttons add just the right amount of detail. Pair with statement earrings or a matching veil to truly make this dress your own,” Keating said.
THE LUCA
This gown was inspired by one of the brand’s signature gowns, the Orla. Soon after development began, the Luca gown took on a life of its own. Thoughtful alterations were made like the addition
of bust darts and slight fit adjustments. The gown was recreated using Grace Loves Lace’s exclusive, shimmery Pearl lace; a modern floral design with a pearlescent sheen.
“Luca is the perfect combination of an iconic GRACE silhouette and signature pearlescent lace. Featuring a high neck, long fitted sleeves and daring low back, the flattering fishtail silhouette emulates the perfect balance of sophistication and sexiness,” Keating said.
For more details visit Grace Loves Lace website and instagram. Written by our guest writer, Nikki Yazxhi, editor and creator of BellaMumma.