About us

Ethel Grace was born out of a simple but familiar frustration: a closet full of clothes, yet nothing to wear.

Our Founder Enid , already had her own garment manufacturing facility , and was looking to start a brand of her own but nothing really stuck . New trends would come and go, pieces would pile up, but somehow nothing seemed to go together. It was overwhelming, expensive, and left us craving something slower… something more intentional.

So, she paused. She paid attention to the pieces she reached for most — soft, natural tones you’d find in the world around us. Gentle textures. Thoughtful details. Pieces that felt calm, effortless, and beautifully her.

That’s when the idea for Ethel Grace began to take shape. At Ethel Grace, we design a wardrobe that builds on itself month by month — calm, cohesive, and quietly beautiful. Our hope is to help you step away from the constant rotation and instead, build a closet filled only with pieces you love — and never grow tired of.

Everything we create is designed and made in-house at our own manufacturing studio in India, where we can ensure the highest quality at every step — from the first stitch to the final button. We’re deeply committed to slow, sustainable fashion, and it was clear to us that places like Australia and the UK — where people truly care about the planet and how their clothes are made — were the perfect homes for Ethel Grace.

Welcome to slower fashion. Welcome to Ethel Grace.