Australian bridal brand Grace Loves Lace has adjusted its manufacturing methods to meet increased demand from brides who delayed their big day to 2021 and beyond.
According to BusinessWire data, 47% of 2020 couples moved their entire wedding or reception to 2021 or beyond, so Grace Loves Lace is anticipating a big upswing in demand this year.
To prepare for this rush, founder and creative director Megan Ziems developed a collection of three gowns available as a ready-to-wear capsule and at a lower price point.
The 'Disco Daydream' collection is dispatched within three days of the order being placed, ensuring brides access to the fastest and easiest way to be bride-ready.
"With the easing of restrictions around Australia and America in particular, we anticipated a peak in nuptials and saw an opportunity to add to our existing ready-to-wear offering," Ziems said.
"It was clear to us that many brides would want to secure their gown as soon as possible, without sacrificing style or quality.
"Because we are locally produced and manufactured, it allows us to be nimble and we were able to predict customer needs and respond with a capsule of gowns that are available for immediate purchase," she said.
The focus of the Disco Daydream collection is the new textured satin fabric used to create three silhouettes, Opal, Oceania and Aura.
"I was inspired to develop designs that would let the fabric speak for itself, while allowing brides to wear something unique and unexpected.
"The textured satin has such a luxurious tone, finish and feel to it. It’s beautiful, exciting to look at and soft to wear," Ziems added.
In addition to the gowns, Grace Loves Lace will also launch a collection of accessories – including veils, a silk headband and handbags – along with a flower girl dress, all 100% ethically manufactured from wedding gown offcuts.
The launch of the Disco Daydream collection comes as the business experiences continued growth, despite the disruptions from COVID.
During the last financial year, the company has seen a 30% increase in sales and is on track to open its 15th global showroom in June.
"If there’s one thing the COVID-19 pandemic has taught us, it is for brides to throw away preconceived ideas of what their wedding should entail, gowns included.
"Being able to celebrate with loved ones is a celebration in and of itself, so we wanted the Disco Daydream collection to be exciting, adventurous and reflect the wild array of emotions our brides are destined to be feeling as they walk down the aisle," she said.
The Grace Loves Lace Disco Daydream collection will launch on May 27 and all three gowns will retail for $2,200 each.