Our Story begins as a love affair. The love of family, the love of the sea, and the love of life – those things we hold so dear. These inspirations sparked a life-long passion to create a clothing style that reflects the true nature of southern living and charm.Southern Lure was founded by Griffin and Grace, who both come from long-time Southern families with deep roots in the retail and textile business. After having a life threatening illness, Griffin’s priorities changed. Almost losing the cherished things in life that were truly important, he left the hectic corporate world behind to spend more time with his family and friends. His dream started to unfold and the desire to merge the two families’ businesses ran deep in his blood… Southern Lure was born.
