Grace+Emma opens boutique on Grapevine’s Main Street

A new women’s clothing boutique, Grace+Emma, is now open in Grapevine.

The boutique sells tops, dresses, skirts, outerwear and more in standard and plus sizes, CEO and co-owner Adeel Mitha said. Grace+Emma also sells accessories and has seasonal collections, according to its website.

Adeel Mitha said the reason the boutique carries a variety of sizes is because of the brand’s goal to make sure every woman can find something for herself.

Grace+Emma was started 12 years ago by Ashi Mitha and Rosie Jinnah, Adeel Mitha said, but the Grapevine area was always a place where they wanted to bring a physical storefront, the company’s first. The company is named after Adeel and Ashi Mitha's daughter Emma and the idea of leading with grace, Adeel Mitha added.

“The big goal for us is to bring the community together,” Adeel Mitha said. “Grapevine has done so much for us growing up and nothing would make us happier than the citizens of Grapevine to love this place.”

Prior to opening the brick-and-mortar store, the company was a wholesaler to various chains, including Bucee’s, Boot Barn and Scheels.

“A bunch of these retailers carry Grace+Emma,” Adeel Mitha said. “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.”

Grace+Emma is located in the former Ruthie Jane’s storefront, which closed in late February.

• Opened April 1
• 412 S. Main St., Grapevine
• www.graceandemma.com