
Who We Are
We are SUBTLEGEND. A bespoke bridal, fashion, retail, & luxury consulting firm that continues to be our client’s best kept secret. Our results-driven, customer-centric approach has rightsized DTC, B2B, e-commerce, brick & mortar, and legacy brands across North America, Europe, Asia, & Australia. Just ask our clients, we are who you call.
About Us
Since our founding in 2019, we have been scaling B2B & DTC brand around the world. Our firm focuses on business development, brand management, & company culture for disruptive brands, large & small.
Our team has helped grow businesses, even during the pandemic, by record amounts like 228% in just one month. We work with clients looking to get back on track, find their next level, or own their market for as far into the future as they can imagine.
Since our founding, we have grown our team with people that we are inspired by, pushed by, & intrigued by. Each person, strong in their convictions, strategic in their thinking, & kind in the way they view the world.
SUBTLEGEND FIRM
OFFICES
Estero, FL
Des Plaines, IL | Coming 2025
Birmingham, UK
CONTACT
910-494-4789
OFFICE HOURS
Mon - Fri
8:00 am – 5:00 pm EST

GRACE LANE, FOUNDER OF SUBTLEGEND
Dedicated to developing the next generation of brands doing good business.
Having been a resource to thousands of businesses across North America, Europe, Australia, & Asia, Grace is known as a strategist, fixer, podcast host, & founding member of a growing private portfolio of businesses.
Sick of unnecessary red-tape & excuse-filled corporations, Grace founded SUBTLEGEND in 2019, a bespoke consulting firm focused on nothing other than getting results for it's clients.
SUBTLEGEND prides itself on long-term client relationships. “Our clients are often with us for years. The majority of those that worked one-on-one with us at our founding, still do today. But businesses change and flow,” says Grace.
When asked about what happens when clients don’t take her advice, Grace’s perspective is enlightening. “Our goal isn’t to have the best advice or the most right answer for our clients. Our job is to give them solutions to problems that we know they can carry out. It’s not about being right. It’s about getting it done.”
GRACE POLS, ASSOCIATE
Dedicated to developing the next generation of brands doing good business.
Hailing from Michigan, Grace specializes in empowering brands through innovative approaches to branding, marketing, and operations. Known for her sharp, consumer connected insight and love for realtime testing, she has become a trusted partner to businesses looking to refine their identity, amplify their reach, and streamline their processes.
With a passion for cutting through complexity, Grace thrives on helping clients overcome challenges and seize new opportunities. Her focus is on creating sustainable growth for small businesses brands that build organic momentum & allow for change in an ever-evolving market place.

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