Our story

Hi, I'm Grace.

I started Grace & Cove a little over two years ago, from my home here in Canada. I was 53 — and somewhere along the way, I'd quietly stopped recognising myself in the clothes the shops were selling. So much of it was either cut for a much younger woman, or shapeless and forgettable. And the pieces I actually wanted to live in — soft, feminine, easy to wear — were almost always priced far beyond what they needed to be. Not because of the quality. Because of the markups.

So I decided to do it differently. I wanted a place where women like me could find timeless, comfortable, flattering pieces — without the intimidating price tag, and without ever having to choose between being comfortable and feeling like ourselves.

I don't believe a wardrobe needs to be loud to feel beautiful. The right pieces are usually the simple ones — a soft dress, a flattering blouse, a light layer you reach for again and again. Everything in our collection is chosen with that in mind: wearable shapes, feminine details, soft colours, and honest pricing, so looking put-together never has to feel like a splurge.

As I prepare our next Grace & Cove edit, selected styles are now part of our Collection Refresh Sale — my way of making room for what's next, while giving you the chance to discover a few favourites at special prices. Some may not return once they sell out.

I hope you find something you'll reach for again and again.

Grace
Founder, Grace & Cove