Grace & Ella began in a small brick-and-mortar boutique just outside London, a mother and daughter sharing more than just a name, but a vision. A vision for timeless, graceful clothing. For warm welcomes. For pieces that felt personal.

We opened our doors with nothing but a few racks, a pot of tea, and a love for helping women feel truly themselves, beautiful in the quiet, unspoken kind of way. Our little shop became a space of laughter, loyal customers, and dresses picked with care. We never imagined it would end.

But then it did.

On 23 March 2020, the UK entered its first national lockdown.

We remember the silence on our street. The closed sign hanging in the window. The uncertainty of what came next. Like thousands of other small shops, we were told to close, but the bills didn’t stop. The rent still came. And our shop, once full of life, stood empty.

We didn’t know what to do.

We weren’t online experts. We didn’t even know where to begin. For a while, we thought about walking away, letting it all go. But something inside us held on.

As Ella got older, she began to explore technology, learning how the internet worked, experimenting with photos, web design, and social media. One evening, over a cup of tea, she said:

“Mum… I think I can build us a website.”

That was the beginning of our second chapter.

No marketing team. No agency. Just the two of us, writing descriptions at the kitchen table, packaging orders in the hallway, learning every day how to translate the heart of our boutique into an online world. Ella built the entire store by hand, piece by piece, with the same care we used to hang garments on wooden hangers in our little shop.

We may no longer have four walls and a front door, but Grace & Ella is still here. Still offering the kind of clothing that speaks softly, feels beautifully made, and lasts beyond just one season.

Every item we stock is chosen with purpose. Every customer we serve matters.

And every order is a quiet reminder that sometimes, out of the hardest moments, something even more meaningful can grow.

Thank you for being here. Thank you for reading our story.

You are now a part of it.

—

With love,

Grace & Ella

Est. in-store — Reborn online