Lead with grace.
Southern boutique apparel by sisters Ashi Mitha and Rosie Jinnah — designed to uplift women. Festive tops, easy-wear shorts, sequin Americana, statement earrings, and the cult-favorite pet bandana line. Inclusive sizing XS–3XL.
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Four families. Festive moments and everyday afternoons.
Sequin Americana.
The brand's most-loved sub-line — sequin Americana V-necks, USA flag glitter stars tops, navy stars rib tanks, patriotic popsicle enamel earrings. Built for Fourth of July, college football tailgates, county fairs, and every Southern Friday from August through November.
Shop Americana →Signature pieces
The most-asked-for from the catalog — across every category.
Sisters who uplift.
Ashi Mitha and Rosie Jinnah co-founded Grace+Emma under the umbrella of Southern Grace Apparel LLC. The brand's stated mission — to uplift women through fashion — is the through-line behind every design choice: inclusive sizing (no graded-out 3XL afterthoughts), graceful silhouettes, festive print collections, and Southern-boutique distribution that prioritizes small-store retailers over Amazon-style mass channels.
The sisters still design, still steer the catalog, still answer some customer-service emails personally. The brand prohibits third-party Amazon and eBay reselling — Grace+Emma is in boutiques and at curated marketplaces, not on the open marketplace floor.
Read more on graceandemma.com →Frequently asked
Sourced from Grace+Emma's published pages + Curated Sense customer questions through April 2026.
Who are Ashi and Rosie?
Ashi Mitha and Rosie Jinnah are sisters and the co-founders of Grace+Emma (a brand of Southern Grace Apparel LLC). They built the brand from a stated mission to 'uplift women' through fashion — emphasizing inclusive sizing (XS–3XL), comfort, and what the brand calls 'a touch of grace' as the through-line across festive and everyday pieces. Both founders are still actively designing and steering the brand.
What is Grace+Emma's size range?
All standard apparel runs XS through 3XL. The Bella square-neck rib knit tanks, The Nicole V-neck tops, mock-neck sweatshirts, Go-Getter shorts, and trouser shorts are all available across the full range. The brand designs each silhouette to flatter at every size — not just sample-sized and graded out. Each product page lists size-specific measurements in inches.
Where is Grace+Emma based, and where are the clothes made?
The brand is headquartered in Texas (Southern Grace Apparel LLC). Manufacturing is split between US-based partners and audited overseas factories — the brand publishes 'Lead with Grace' as both tagline and ethical-supply commitment, and lists factory partners on the about page when asked. The brand prohibits third-party reselling on Amazon and eBay to maintain its boutique-direct distribution.
What's the deal with the pet bandanas?
The pet bandana line started as a customer-request afterthought — a few bandanas in the brand's signature Gingham Me to Sleep print and the Gifts in the Morning print, sized for medium-to-large dogs. They sold out repeatedly. The brand keeps a small recurring drop of bandanas in the catalog because customers ask. They're not the focus, but they have a cult following.
Is the Americana line just for July 4th, or year-round?
Year-round in the southeastern US, July-and-football-Friday-focused everywhere else. The sequin Americana V-neck, USA flag glitter stars top, navy stars rib tank, and patriotic popsicle earrings are designed to bridge Independence Day, college football tailgates, county fairs, and Fall Texan-Friday wear. The brand drops fresh Americana pieces every spring.
Does Grace+Emma do wholesale to boutiques?
Yes — Grace+Emma is one of the larger small-boutique wholesale apparel brands in the Southern category. The brand requires a 3-piece minimum on accessories and a $150 minimum on reorders. Wholesale is via the brand's site or through Faire (the brand publishes its Faire link on the wholesale page).