After years of building GRACE+EMMA into one of America's fastest-growing apparel and accessories brands, we've finally done something we've dreamed about since day one: opened the doors to our very first physical storefront. Located at 412 S. Main St. in Grapevine, Texas, our new boutique welcomed its first customers on April 1 — and it's everything we hoped it would be.
The Story Behind GRACE+EMMA
GRACE+EMMA was founded 12 years ago by sisters Ashi Mitha and Rosie Jinnah, built around a simple idea: create trend-forward, accessible clothing that makes every woman feel confident, no matter her size. The brand is named after co-owner Adeel Mitha's daughter Emma, paired with the idea of leading with grace — a philosophy that's shaped everything from our product design to how we treat our customers and community.
For over a decade, GRACE+EMMA operated primarily as a wholesaler, with our pieces carried by major retailers including Buc-ee's, Boot Barn, and Scheels. That wholesale foundation helped us grow into a brand now worn by more than 14 million women, with a feature on Good Morning America and an engaged following across Facebook, Instagram, TikTok, and Pinterest. But even as the brand scaled, the idea of opening our own storefront — a place where customers could experience the full GRACE+EMMA lifestyle in person — was always the goal.
Why Grapevine?
Grapevine has always held a special place in the GRACE+EMMA story. As co-owner and CEO Adeel Mitha put it, "Grapevine has done so much for us growing up and nothing would make us happier than the citizens of Grapevine to love this place." Choosing Grapevine's historic Main Street for our very first physical location wasn't just a business decision — it was a way of giving back to the community that shaped the brand from the beginning.
Our new boutique sits in the former Ruthie Jane's storefront, which closed in late February, and now houses GRACE+EMMA's full range of tops, dresses, skirts, outerwear, and accessories — in standard and plus sizes, reflecting our brand's ongoing commitment to making sure every woman can find something that fits and flatters her.
More Than a Store: A Full Lifestyle Experience
One of the biggest goals behind the Grapevine storefront was creating a space where customers could do more than just shop individual pieces — they could build a complete outfit. As Adeel Mitha explained, "One thing that was a thing for us was how do you make a lifestyle brand out of it. Part of that was to create a store where women can come in and piece things together and really create a full GRACE+EMMA outfit."
That means our Grapevine boutique isn't just stocked with a handful of best sellers — it's designed to showcase how our collections work together, the same way we approach styling on our blog and social channels. Whether you're building an outfit around our Denim collection, layering with pieces from Western Muse, or finishing a look with something from our Accessories line, the Grapevine store is built to help you see the full picture, not just individual items.
What You'll Find Inside
Our Grapevine boutique carries the same breadth of categories you'll find on our website, including:
- Tops — including Basics, Blouses, and Bodysuits
- Bottoms — Denim, Shorts, Skirts, and Pants
- Dresses — Mini, Midi, Maxi, and T-Shirt silhouettes
- Outerwear — Vests, Cardigans, Crewneck Sweaters, and Jackets & Shackets
- Graphic Tees — spanning our Western Graphics, Gameday Graphics, and Faith Graphics lines
- Accessories — Earrings, Necklaces, Bracelets, and Bags
Seasonal collections rotate through the storefront just like they do online, so whether you're stopping in during our Pre-Fall drop or browsing our newest arrivals, there's always something fresh to discover.
A Brand Built on Community
GRACE+EMMA's tagline — designing "festive outfits for life's best moments" — has always been about more than just clothing. The brand has built its community-first approach into nearly everything it does, from a give-back model centered on supporting teachers to an engaged social media presence where new arrivals, styling inspiration, and behind-the-scenes moments are shared weekly across Facebook, Instagram, TikTok, and Pinterest.
That same community spirit is exactly what Adeel Mitha hopes the Grapevine storefront will capture. "The big goal for us is to bring the community together," he said. It's a natural next step for a brand that has spent over a decade building relationships with customers online and through wholesale partners, and now gets to do it face-to-face on Grapevine's Main Street.
From Wholesale to Retail: A Full-Circle Moment
For over a decade, the vast majority of GRACE+EMMA's growth came through wholesale partnerships — supplying pieces to major retail chains and, more recently, selling wholesale through Faire to boutiques and retailers around the country. Opening a company-owned storefront represents a meaningful shift: for the first time, customers can walk into a space entirely designed and curated by the GRACE+EMMA team itself, rather than experiencing the brand through a third-party retailer's shelves.
It's a full-circle moment for two sisters who started the brand 12 years ago with a simple mission — and it sets the stage for what could be more physical locations down the road, as GRACE+EMMA continues to grow its lifestyle brand identity beyond the website and wholesale partners that built its foundation.
Visiting the Grapevine Store
If you're in the Dallas-Fort Worth area, here's what you need to know to plan your visit:
- Address: 412 S. Main St., Grapevine, Texas
- Opened: April 1
- Online: www.graceandemma.com
Grapevine's historic Main Street is already a popular destination for shopping and dining, known locally as the Christmas Capital of Texas during the holiday season — making our new storefront a natural stop whether you're a longtime local or just visiting the area.
Can't Make It to Grapevine? Shop Online
Not everyone can make the trip to Main Street, and that's exactly why our online store remains just as important as ever. Everything available in the Grapevine boutique — and plenty more — is also available at graceandemma.com, with weekly new arrivals, free shipping on orders over $75, and the same full range of sizing our physical store is built around.
If you want a taste of how our team likes to style pieces together (the same philosophy behind the Grapevine store's layout), our blog is a great place to start. Recent posts have broken down everything from our full Denim lineup to how to style our Puff Sleeve Midi Dress three completely different ways.
What This Means for the Brand's Future
Opening a first storefront is a milestone moment for any brand, but for GRACE+EMMA, it's also a signal of where things are headed. After 12 years of building a loyal following online and through wholesale partners, the Grapevine location gives the brand a physical home base — a place to host in-person events, connect directly with the community that helped build the brand, and give customers the chance to build a complete look in one visit rather than piecing it together across a wholesale retailer's limited selection.
It's also a meaningful moment for a brand built by two sisters with a genuine hometown connection to the area. Whether the Grapevine store is the first of many storefronts to come, or a singular flagship location, it represents years of work finally taking physical shape.
Final Thoughts
Twelve years after Ashi Mitha and Rosie Jinnah founded GRACE+EMMA, the brand has come full circle — from wholesale partnerships with names like Buc-ee's, Boot Barn, and Scheels, to a storefront of its own on Grapevine's historic Main Street. It's a milestone worth celebrating, and an invitation for anyone in the Dallas-Fort Worth area to come experience the full GRACE+EMMA lifestyle in person.
Can't make it to Grapevine right away? You can always shop the full collection online, browse our New Arrivals, or catch up on styling inspiration over on the blog.
Have you visited our new Grapevine location yet? Tag us on Instagram @graceandemma and show us your visit — we'd love to see it.