Our Story

Alma Gray started as a bit of a dream, a way to bring to life the kind of clothes I wanted to wear but couldn’t always find. I’ve always been drawn to romantic, feel-good pieces—frills, gathers, soft fabrics, beautiful prints, the little details that make you feel effortlessly feminine and a bit special.

From day one, it was really important that everything fit well and felt good on real bodies, not just one shape or size. I wanted women to feel confident, comfortable, and like themselves but with a little extra sparkle.

I’m obsessed with beautiful fabrics - think soft cottons, silk blends, breezy linens, and drapey Tencel and I love working with vibrant colours, textures, and prints that bring each piece to life.

Our collections are intentionally small and carefully made. We focus on quality, wearability, and thoughtful design without a designer price tag.

While we’re proudly based in New Zealand, it’s been such a joy to see people around the world discovering and falling in love with our designs.

Thanks for being here. It means the world.

Alma xx