About Us
About Us
Some brands are built on trends.
Ours was built on a bond.
AVA & GRACE NYC™ began with a friendship — and a shared understanding of what women truly want to wear.
In the early 2000s, Ava Morgan and Grace Collins were navigating life in New York City together. Long days, full calendars, small apartments, and big dreams. Between work, coffee breaks, and late-night conversations, they kept returning to the same thought: clothing should feel effortless, flattering, and honest — not overwhelming.
They weren’t interested in chasing trends or creating fashion that demanded attention. They wanted pieces that quietly supported a woman’s life. Clothes that felt right in the morning and still felt right at the end of the day.
That idea became AVA & GRACE.
A Brand Shaped by Real Life
From the beginning, Ava and Grace approached fashion the way they approached friendship — with care, intention, and respect.
Every piece was chosen with real women in mind. Women with different bodies, routines, and stories. They believed clothing should never define a woman — it should adapt to her. So they focused on clean silhouettes, thoughtful fits, and fabrics that feel comfortable the moment you put them on.
New York shaped their philosophy. Practical, confident, and unapologetically real. The city taught them that true style doesn’t try too hard — it simply belongs.
Quality, Always
Quality has never been negotiable.
Ava and Grace worked closely with designers and manufacturers who shared their standards, paying attention to the smallest details — from stitching and fabric weight to how a piece moves when worn. The goal was never to create more, but to create better.
Pieces meant to stay in your wardrobe.
Pieces you reach for again and again.
Fashion that feels familiar, dependable, and quietly empowering.
Why We Celebrate This Anniversary
This year, AVA & GRACE NYC™ celebrates an anniversary that means more than time.
It represents the women who believed in us early on.
The customers who returned season after season.
The messages, photos, and stories shared with us over the years.
What began as a personal vision between two friends has grown into a community of women who value confidence, simplicity, and authenticity. Our Anniversary Sale is our way of honoring that journey — and thanking everyone who has been part of it.
Not a reset.
A reflection.
And a celebration of what we’ve built together.
Still Guided by the Same Values
Today, AVA & GRACE NYC™ continues to be guided by the same principles Ava and Grace started with: thoughtful design, timeless style, and respect for the women who wear our pieces.
A lot has evolved over the years — but the heart of the brand remains unchanged.
We’re proud of how far we’ve come.
And we’re grateful you’re here with us.
—
With appreciation,
Ava & Grace
Est. New York City