A lifestyle destination for the modern mother


The Grace Tales

The Grace Tales is a beautiful mother's lifestyle destination founded by ex-Vogue fashion editor Georgie Abay. What began as a weekly journey into the homes of stylish mothers around the world, is now a thriving community, with unique content across fashion, beauty, interiors, travel and, of course, the never-ending juggle. I've worked with Georgie on the product design and evolution of the site since 2015, and now with an engaged reach of over 140K, I take great pleasure it watching it grow.



A stream of inspiration

For readers, its a place to enjoy that a quiet moment alone - inspiration, connection, and a little escapism. Filled with luscious photography and elevated ideas for daily life, the homepage is fluid, flexible, and expressive.

For editors, there's the ability to respond to an idea with the correct editorial tools and weight. Great variation in scale of the content distinguishes rich long form features from a flurry of smaller daily items.

This content is seamlessly balanced with commercial initiatives - from classic banners, to sponsored content, a shop of curated affiliate links and a targeted brand directory.


The perfect edit

Curated collections feature a hand-picked selection of items for women and children. It's a gentle compass for choosing the best, helping modern mothers find what they’re looking for, even when they’re not sure what it is yet. It's true motherhood is no obstacle to style!

Search no more

A quintessential list of brands - from lesser known boutiques to heroes of the high street. The directory features powerful tools for both brand discovery and promotion, but also works like a dream on mobile.


What's next?

As the business evolves and grows we're continually improving the UX to serve the best possible experience to readers. The site is currently in the process of a refresh - new design, new ways of consuming content, more audience involvement and rolling out a suite of new community features and membership services.