There’s something we’ve always believed at Grace Loves Lace: a bride who understands where her gown comes from feels it differently when she wears it. It’s why we open our doors to the people who share our love for bridal craft. When Andie Towner, founder of The Bridal Journey, visited our Burleigh Heads HQ that belief was reaffirmed in the most natural way.  

Visits like this aren't press tours or marketing moments. They are genuine, unscripted windows into the way we work, and for us, that's the whole point.  

Andie spent the day with our Founder Meg and Deputy Designer Cara, moving through the design house, seeing the process up close, and eventually choosing five dream looks from the current collection. The conversation carried on after, with Andie sitting down with Meg and Cara to record an episode of The Bridal Journey Podcast. Here is a recap of that day, and a closer look at each look designed by Grace, chosen by The Bridal Journey. 

As our Founder Meg puts it: 

"To still be in this category after so many years is rare, and it comes down to a genuine love of designing and making a dress that holds real meaning. Bridal feels crowded right now - like everyone wants a piece of it. We've never been interested in fighting our way into fashion or performance. We only think about the everyday, diverse, authentic women we create for."  

That's the brief we wanted Andie to witness, not just hear about. And it's something she captured well in her own piece for The Bridal Journey: 

"What emerged across the day was a brand philosophy that, in an industry defined by transformation and performance, sits at an unusual angle. Grace Loves Lace is not interested in transforming a bride into someone else for her wedding day. The brand is interested in recognising who she already is. The phrase that gets used inside the building is recognition, not transformation - and it is more than a tagline. It is a design principle, a customer experience principle, and ultimately a commercial position that has separated the brand from the rest of the bridal landscape over the last decade and a half. 

There is no performative hush inside a Grace Loves Lace space, no quiet intimidation, no sense that a bride needs to dress up to deserve the room. The brand is calm, accessible, intentional in its softness - and the team are warm in a way that, frankly, is rare across the bridal industry at this scale. Cara Drake, who walked me through the brand's design and customer experience philosophy across the day, talks about championing the bride. That commitment shows in how the team behaves around the brides who come through." - Andie Towner, The Bridal Journey  

By the end of the day, Andie had spent time with five looks from the current collection, each chosen for a different reason.