A world in miniature

Walk into a store like Grace and harsh reality - in the form of winter gloom and economic downturns - suddenly takes a back seat. Instead, as Belinda Smart discovered, life suddenly seems effortlessly stylish and cosmopolitan, which, argue Grace founders Georgia Danos and Ilana Moses, is what good retail is all about.

Located in the salubrious surrounds of Hawksburn village Toorak, Grace proffers its wares to discerning shoppers in search of escape into the foreign, the exotic and the irresistibly luxurious.

"With quality a driving focus, we eschew synthetic fabrics in favour of more tactile silks, wools, cottons and so on, and round out the clothing selections with an array of other - sometimes quirky - quality products [such as] Italian toothpaste, carefully selected book titles, environmentally friendly chemical-free hair care products, letterpress gift cards and decoupage plates. We always try to have a huge range of price points in the store, so you can always pick up something you love and only part with $5.95."

Once shoppers have torn themselves away from the wallet-teasers however, it's Grace's elite array of international fashion labels that promise to transport them, if not quite to paradise, then at least as far as Paris, New York, London and elsewhere.

Grace's brands from the French capital alone include See by Chloe, Cacharel, Notify jeans, APC, April 77 jeans and Epice scarves. Also from Paris and exclusive to Grace are Soun, April May, Circus & Co, Les Prairies de Paris and jewellery label Les Bijoux de Sophie.

Hailing from London is Lara Bohinc jewellery, and from New York Anna Sui, and - on an exclusive basis - Butter by Nadia and Foley, Minden Chan, Min Young Lee, Nieves Lavi, Sunshine & Shadow scarves, Virginia Johnson scarves, and (exclusive within Melbourne) Steven Alan.

All may be relaxed chic on the outside, but pulling such a cool international selection together is no mean feat.
"The greatest challenge with importing from overseas is the distance. We are a long way away from Paris and New York [so] freight and duties are very costly.

"Even though the world is shrinking every day as technology develops, time differences sometimes do not allow for on the spot responses from suppliers, which can be frustrating for customers desperate for a re-order. Additionally, currency movements present another challenge which needs to be managed smartly."

Smarts are not lacking in this partnership however. Danos' background is in architecture followed by retail marketing, while Moses practiced as an intellectual property lawyer - an asset for any designer intent on preserving originality - before moving into fashion design while living in New York. 

"We are confident that our strong mix of relationship and business skills positions us favourably to successfully manage and expand the Grace business well into the future," she says.

And, as if securing such a number of exclusive labels weren't enough, Grace also has its own brand. "Grace is unique because its own collection of clothing and accessories sits cohesively with complementary imported fashion and accessories brands, providing a comprehensive offering of wearable, versatile and stylish pieces for those in their twenties to those in their fifties." 

Grace's evolution has been remarkably rapid since it opened its doors in September 2007, almost exactly after Danos and Moses - friends from way back - serendipitously reconnected on separate trips to New York.

"Whilst we had known each other for many years, it had been a long while since we'd spent time together. New York provided the perfect catalyst to discover our common love of, and philosophy towards, fashion."

The chance encounter led to an impulse buying trip to Paris, London and New York in March 2007. The aim was to develop "a niche retail offering and experience by providing customers a balanced mix of products and brands from around the world."

This unwavering focus has stood Moses and Danos in good stead."We opened with a very clearly defined concept of what we wanted to achieve. Over the eight months we've been open, we have enhanced the Grace offering and customer experience by learning more about our customers and our local environment, and by strengthening our supplier relationships."

With business tracking well, giving back to the community and operating within in an environmentally sustainable way - always part of Grace's vision - is now firmly on the agenda.

"We are pleased that we have started to become involved with charitable community initiatives, as well as moving towards implementing strategies to offset our carbon footprint." Meanwhile the next three to five years would ideally see Grace penetrate more areas within Melbourne as well as interstate markets. 

"Furthermore we've fielded a number of inquiries from other great retailers regarding wholesaling our own collection, which is something we may consider in the future." Aside from that, Grace's mission statement has not changed all that much since the long-lost friends first brainstorming session, fresh from that chance meeting in The Big Apple.

"We want Grace to be a destination for exceptional customer service; innovation, forward thinking, creativity and unique quality fashion offerings."

By Belinda Smart