Gold Coast bridal brand Grace Loves Lace is set to unveil its first Sydney showroom at The Grounds of Alexandria.
As part of its brick-and-mortar expansion strategy the Sydney showroom will be the 10th for the business, following showroom openings in Melbourne and Perth in 2019 and joins other locations in Dallas, San Diego and Chicago.
Grace Loves Lace – which grew a cult following for having 'the world's most pinned wedding dress', with one of its gowns being pinned 2.5 million times – hand makes its gowns at its own atelier in Burleigh Heads and operates with a focus on unique silhouettes, ethical manufacturing and accessible pricing.
Founder and creative director Megan Ziems said the brand’s Sydney move was driven by overwhelming demand.
"As a proudly Australian company, it’s been a dream of mine to build our showroom community here with a flagship space in our biggest city.
"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," she said.
The Sydney showroom is fitted out with crisp linen and leather in neutral tones, timber floors, rustic finished and oversized clay pots and chandeliers.
Speaking on the space, Ziems said she wanted it to have an 'Australian feel.'
"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.
"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," she said.
The Sydney showroom is scheduled to open at the end of February 2020.