"Southern Grace is a brand for special occasions that matter to Southern Women. Christmas, Country Music concerts, the Rodeo, and more. It's a brand that makes a statement and is anything but basic." - Adeel Mitha, CEO
In 2014, Sisters Rosie and Ashi joined together to start a clothing venture. With Rosie's experience in designing jewelry for a Country clientele, they decided to serve the same clientele with niche apparel. They took inspiration from the popular trend of burnout tees but added their own twist by adding lace on the sleeves, in 3/4 sleeve length, short sleeve, and long sleeve. The result was a smashing success, with customers lining up at to purchase the shirts.
Southern Grace, is known for its out-of-box designs. They are intended to be different from you find in National Retailers. Perfect for the Rodeo, Concert wear, and to go out dancing, Southern Grace takes its commitment to quality and authenticity very seriously. That's why the brand's motto is "designed down to the thread." To us, this means that we pay attention to every detail, from the fabric and stitching to the overall design, to ensure that each piece reflects our core values of being real and genuine.We believe that the clothes you wear should not only look great but also reflect who you are and where you come from. That's why we strive to incorporate Southern roots and influences into our designs, down to the smallest details. Whether it's the embroidery on a jacket or the color of a button, we want our clothing to reflect the traditions and values of the South."Designed down to the thread" is more than just a catchy phrase. It's a commitment to quality, authenticity, and attention to detail that we apply to everything we do, from the initial design to the final product. We want our customers to feel confident and proud when they wear our clothing, knowing that every piece has been crafted with care and attention to detail.
While their new brand, Grace+Emma, has become increasingly popular, a significant percentage of their customer base still recognizes them as Southern Grace.
Co-Founder Rosie wearing an outfit from our Space Cowgirl collection
"Grace+Emma is a brand for Suburban Moms and Teachers. It's easy-to-wear and has modesty in every piece." - Adeel Mitha, CEO
Ashi and Rosie, the founders of Southern Grace, had a successful launch with their graphic tee and lace raglan company. Soon after, they began discussing the prospect of introducing new body styles to their line. In late 2014, the name "Grace+Emma" emerged as an apt moniker to encapsulate the vision of two sisters passing on their style legacy to future generations.
Grace+Emma initially began as a complimentary line for cover-ups and outerwear to complement Southern Grace graphic tees. However, with time, it evolved into a comprehensive clothing line, encompassing tops, denim, and jackets. Grace+Emma has since emerged as the mainstay of their business. In 2022, the brand underwent a rebranding to establish itself as a national brand, marking an ambitious step for the company.
"Fly on sis" is a powerful and empowering motto that encapsulates the spirit of the Grace+Emma brand and its community of women. At its core, it is a message of encouragement, support, and empowerment that encourages women to pursue their dreams and face their fears.
To "fly on" means to soar and to reach new heights, both literally and figuratively. It implies a sense of freedom, courage, and determination, as well as a willingness to take risks and explore new opportunities. By adding "sis" to the end of the phrase, it creates a sense of sisterhood and solidarity among women, emphasizing the importance of supporting and lifting each other up.
The motto "Fly on sis" encourages women to be fearless and to go after what they want in life, no matter how daunting or challenging it may seem. It is a reminder that they are not alone, and that they have a supportive community of women who are cheering them on every step of the way.
At Grace+Emma, "Fly on sis" is more than just a motto - it is a way of life. It represents the values of the brand and the community it has built, and it serves as a reminder of the power of female empowerment and solidarity.
Donations to Teachers: As part of its commitment to serving suburban women and teachers, Grace+Emma regularly donates to teachers through DonorsChoose.org. Every month, our company's highest performing staff members get to pick a classroom to donate to.
Depicting a teacher wearing one of our Grace+Emma outfits