Meet Grace & Florence

We are Grace and Florence, two friends who built a little boutique in Asheville out of a friendship that started on an ordinary street in the same neighborhood.

Twenty years ago we were two women living in the same Asheville neighborhood, doing it all on our own. We found each other the way good things usually happen slowly and without planning for it. Two women in the same chapter of life who understood each other without having to explain very much. Somewhere in all of those long conversations, morning walks, and years of showing up for each other, two neighbors became family.

The boutique grew out of that friendship. We had always loved getting dressed not to impress anyone, but for the simple joy of feeling completely like ourselves. So we started gathering the pieces we loved and sharing them with the women around us. What began as a shared dream between two friends is now Grace & Florence Asheville, the same little boutique the two of us still run together today.

For twenty years that little boutique has taught us what truly matters. We have learned to look past whatever is loud, new, or cheap, and to notice what a woman actually reaches for instead. The blouse that feels soft against the skin. The dress that drapes without clinging. The linen tunic that carries you through a warm Asheville afternoon and still feels beautiful at dinner. Before anything earns a place in our boutique we ask ourselves one simple question. Would we choose this for a woman we love? If the answer is anything less than yes, it stays out.

That same care follows you long after you place an order. We are not a faceless company and you are not a number to us. You are the reason we still do this. When you write to us it is one of us writing back. When something is not right we make it right. Your trust has always mattered to us more than any sale.

We are so grateful you found your way here. Whether you are looking for one piece worth keeping or simply a place that feels warm and familiar, we hope you feel at home with us the way so many women already do.

With love, Grace & Florence ♥