Once upon a time in 2000 a white shop called LILI GRACE appeared in the streets of Edgware, owned by two fashionistas named Sasha and Linda. They were both born and raised to have a love for fashion and had been involved in different aspects of the fashion world since they were too young to remember!

They had a mission to give the North West London ladies a gorgeous look each and every day, working hard to find the perfect look for each individual no matter what size or shape they may be.

Often touching down in Paris, Milan and LA searching through the streets to find the latest trends and looks to make their ladies fabulous. From the moment a lady walks into the shop both Sasha and Linda and their wonderful team follow the LILI GRACE formula: Stylish + confident + special = “A LILI GRACE LADY” You may wonder who is writing this…its me, Lillie Grace xoxo





Owner and buyer of Lili Grace since it opened in 2000. Linda grew up in the world of fashion from a young age, where she went into a family business and served her apprenticeship running two ladies wear boutiques being involved in the buying and selling. From there Linda joined The Arcadia group working in the heart of London and learning all the retail skills in front and behind the scenes that she uses to inspire her staff today.  She is at her best when selling what she buys and changing a customers day with the ‘retail therapy’ they come in for!

She works in store every Monday, Tuesday, Friday and every other Saturday.


Owner and buyer of Lili Grace since it opened in 2000, previous to that Sasha started out in the fashion world working in a family business from the young age of 12! Leaving school at 16 and going to The London College of Fashion for two years. Her background is PR, wholesale, buying and years of fashion retail. Today Sasha lives and breathes fashion and is happiest sourcing new exciting collections and on the shop floor styling clients.

She works in store every Monday, Tuesday, Thursday and every other Saturday.



Longest running member of staff since 2000!!


Michelle, Sasha, Hayley, Linda & Roberta