Behind The Seams At Grace Loves Lace

At Grace Loves Lace, every stitch tells a story, and every seam holds a piece of passion for creating exquisite bridal gowns. From the initial spark of inspiration to the final touches on a breathtaking gown, discover how founder Megan Ziems and head designer Rosie Keating transform dreams into reality.

Ziems identified a gap in the bridal market for women, believing that quality should not be determined by cost. She felt that women should not have to choose between style and comfort and that brides deserved more than just the average gown. Grace Loves Lace has always prioritized real women, revolutionizing the bridal industry with fresh, innovative designs that blend empowerment, luxury, and style. Originating as an online-only brand, it now has more than 20 showrooms nationwide and only continues to grow.

Read more to explore the intricate world of Grace Loves Lace and the artistry, dedication, and innovative spirit that defines the Australian bridal brand.

​​“The woman we design for is at the core of everything we do. She is effortlessly sophisticated, captivating, down to earth, sexy and authentic. She’s warm as the Spanish sun and cool as the Californian night. The GLL woman has morals and values — she knows exactly what inspires and motivates her.”​ - Ziems

As for head designer Keating, she has roots tracing back to a lineage of dressmakers and fabric enthusiasts, and she has refined her artistry at the Manchester School of Art. Her global experiences in luxury womenswear across the world have enriched her design process, especially in intricate, age-old techniques like embroidery and lacework.

Keating’s true ardor lies in bridal fashion. Recognizing the profound significance of bridal gowns, her creations — a blend of emotions and influences from her travels and musings — aim to evoke deep feelings and thoughts. Fueled by innovation and sustainability, Keating’s approach to design is a heartfelt testament to her passion and dedication, and each creation is a work of art that transcends time and tradition.

The most recent 2024 capsule collection from Grace Loves Lace entitled Muse was the first collection from the brand that featured no lace. This capsule collection marked a new era for Grace Loves Lace: embracing a direction towards refined minimalism and incorporating imperative feedback from brides. As a leader in the industry, it was important for Grace Loves Lace to listen and respond to feedback they’ve gathered from brides over the years; to offer an innovative, elegant, fashion-forward capsule collection that speaks to the modern bride, their “muse.”

“This collection was about highlighting the body, so our fabrication choice was calling on materials that were reflective, fluid, and that lend themselves to the artful draping you see throughout the capsule. We wanted a high visual impact without drawing away from the shape of the silhouette created through the construction.” - Keating

Grace Loves Lace is behind the most pinned wedding dresses in the world, with comfort and style at its core. As the largest independent direct-to-consumer bridal brand, it continues to set trends and redefine bridal fashion. Each gown is meticulously designed in Australia, ensuring that every bride feels both beautiful and comfortable on her special day. With an unwavering commitment to quality and innovation, Grace Loves Lace remains a beloved choice for brides seeking the perfect blend of elegance and ease.

Brides-to-be can book an appointment here at https://graceloveslace.com/pages/book-appointment to shop Grace Loves Lace for their big day.

BDG Media newsroom and editorial staff were not involved in the creation of this content.