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Grace Loves Lace (GRACE) – the designer behind the ‘world’s most-pinned wedding dress’ – is set to unveil its first Sydney showroom, with a flagship studio located alongside iconic Sydney precinct, The Grounds of Alexandria.

The Gold Coast bridal brand has gained a cult following worldwide for its effortless, comfortable and accessible hand-made gowns, produced at GRACE’s own atelier in Burleigh Heads.

The Sydney showroom marks GRACE’s tenth showroom globally – part of a major brick-and-mortar expansion including the launch of showrooms in Melbourne and Perth last year, alongside new locations in Dallas, San Diego and Chicago.

“Grace Loves Lace has a natural, contemporary aesthetic that really resonates with Australian women. We’ve had the privilege of hosting thousands of Sydney women on the Gold Coast over the years, who made the trip north just to visit our first showroom. “We are thrilled we can now make our unique showroom experience accessible to more Australian women than ever before with the launch of our Sydney space next month.”

Founded by entrepreneur Megan Ziems in 2010, Grace Loves Lace was borne from a mission to revolutionise how wedding dresses were designed and sold through an innovative e-commerce model, with a focus on unique silhouettes, ethical manufacturing and accessible pricing.The direct-to-consumer start-up rose to bridal industry stardom after one of its iconic gowns was pinned more than 2.5 million times. It’s since focused on an omni-channel model to give more brides the chance to try on their dream GRACE gown in a showroom and enjoy the brand’s award-winning service experience.

The new showroom at The Mill complex – which houses landmark venue The Grounds of Alexandria – will stay true to the brand’s relaxed and luxurious aesthetic, including crisp linen and leather in neutral tones. Ziems describes the look as ‘down-to-earth, luxurious, warm and inviting’, complete with timber floors, rustic tables, oversized clay pots and chandeliers. ‘It’s very important to us that our guests feel as though they’re arriving ‘home’ and being greeted by an old friend, rather than walking into a traditional retail fit-out,” she said. ‘In many ways, it’s all about creating a truly Australian vibe – laid-back living at its finest. “We’ve focused on the use of pared-back neutral tones and lush texture to complement the buildings’ natural urban charm. ‘We’re also passionate about scouting locations that deliver an unparalleled city experience to our customers and their family and friends, and the showroom at Alexandria will deliver that in spades.

“Women can enjoy their complimentary appointment at GRACE, followed by a special lunch next door at The Grounds. It’s about making their bridal shopping trip a destination experience and a day to remember.’

Grace Loves Lace Sydney is located at The Mill, 7C/41-43 Bourke Road, Alexandria.Appointments at Grace Loves Lace can be made online at www.graceloveslace.com, with the Sydney showroom set to open at the end of February, 2020.