Grace
Established JUNE 1991.
Changing the game for
future generations
Grace Carter is a proud mother to two young daughters, aged 5 and 1, and to her five angel babies sadly lost during pregnancy. She is also the sole founder and shareholder of The Metamorphose Group - a diverse and established collective of purpose-driven brands built by Grace and her team entirely from the ground up, each with a core focus on creating positive impact.
Motivated by a fierce determination to build a better world for her children, Grace is a passionate campaigner and compulsive entrepreneur, dedicated to driving meaningful social change through her work. She is often featured on panel discussions, podcasts, and in the media for her work and insights.
She is a passionate advocate for creating fair, equitable, and flexible workplaces. In recognition of this, The Metamorphose Group was honoured with the Culture100 Award by Hyer for 2024-25, as one of 100 businesses across the UK celebrated for their commitment to workplace excellence.
THE PRELUDE
A born storyteller, Grace has always had a love for words and writing. Immersing herself in books as a child, she developed a deep empathy for others, a quality she channels into her work today.
Combining creativity, strategic thinking, and the ability to connect seemingly unrelated ideas, Grace has a gift for making the complex simple. Outside of work, she enjoys photography as a cherished hobby, which she has steadfastly kept separate from her professional life.
Grace holds a first-class honours degree in English from Loughborough University, where she spent a year on exchange at the National University of Singapore, then ranked among the top 10 universities globally.
During her time abroad, she worked at ELLE Singapore, travelled around South-East Asia, and contributed extensively to the marketing for the prestigious Harvard WorldMUN event, which was attended by hundreds of students from across the globe. She went on to complete her Master’s degree in English on a full Santander Scholarship - one of only five awarded across the university - and graduated with a Distinction as one of the top performers in her cohort.
After university, Grace pursued a career in journalism, driven by a desire to use her words to create positive change. She was an Editorial Director for PETRIe Inventory for five years, an independent publication determined to shine a light on taboo and often-overlooked topics. She also landed her dream job at British Vogue, where she organised their iconic Fashion’s Night Out and Vogue Festival events.
While the experience - complete with a memorable meeting with Ralph Fiennes - was extraordinary, Grace realised her true passion lay elsewhere. She went on to work alongside British Vogue Contributing Editor and author Calgary Avansino for four years, helping to grow her brand, social media following, and product line. This invaluable experience sparked Grace’s entrepreneurial imagination.
FOR ALL WOMEN SHOULD LAY
FLOWERS AT HER TOMB
In 2018, at just 25 years old, Grace founded Aphra - a creative agency built from her dining table without financial backing. Aphra was named after Aphra Behn, the pioneering playwright, poet, and novelist who shattered societal norms in the 1600s as the first woman in England to make a living by writing under her own name. A true trailblazer of the 17th century, Behn defied expectations and proved that women could forge their own paths in literature and beyond.
Her legacy has inspired countless women, including Virginia Woolf, who famously wrote in A Room of One's Own: "All women together ought to let flowers fall upon the tomb of Aphra Behn... for it was she who earned them the right to speak their minds."
This spirit of courage, creativity, and rule-breaking is at the heart of Aphra as a brand. Just as Aphra Behn paved the way for women writers, Grace Carter founded Aphra to break boundaries, challenge conventions, and empower others through bold, impactful storytelling.
Her vision, tenacity, and passion have grown the agency into a trusted partner for global clients, including McKinsey & Company, ACCA, Schneider Electric, RSA Insurance, and Bidfresh.
In 2024, under Grace’s leadership, the agency was named within the Great Agencies Growth Index Top 50 (led by Agency Hackers), which celebrated 50 agency leaders (and their teams) who were on a journey to grow their business.
Grace was also awarded a Silver Award in 2021 for ‘Best Businesswoman in Marketing’ at the Women in Business Awards in London. The agency continues to work alongside clients, as well as build the brands and campaigns for the wider Group.
One of Grace’s proudest achievements through Aphra is her work on Jools Law with bereaved mother and campaigner Ellen Roome. Together, they secured 125,000 signatures in just one week from every county in the UK, successfully bringing the issue to Westminster for debate in January 2025.
AI INNOVATION
With the AI revolution arriving with full effect in 2024, Grace single-handedly innovated the concept of ConsistentlyAI, a custom-built AI driven software solution that enables anyone in a business, anywhere, of any seniority to produce accurate and on-brand content instantly, reducing the risks to brand reputation and increasing business efficiencies. With the support of her team, ConsistentlyAI was designed, developed and taken to market with 4 months - something Grace is exceptionally proud of given the time and investment usually required by SAAS products.
purpose-driven & passionate
At the heart of Grace’s mission is a desire to empower women and families, advocating in particular for equity and entrepreneurship.
Passionate about supporting female entrepreneurs, Grace created Business & Babies in early 2024. Having experienced negative ramifications from her own pregnancies, she was driven to provide solutions for the many hurdles entrepreneurial mothers face.
Business & Babies is now a thriving global community, supporting thousands of women in balancing ambition with parenthood. It also leads a lobbying campaign for legislative changes, urging the UK government to create essential infrastructure. Within its first year, it has franchised globally, expanding its reach and impact significantly.
Grace also founded The Female Body in 2024, a media and events platform tackling gender inequity in healthcare and breaking down the stigma surrounding the female body. Under Grace’s passionate and steadfast leadership, The Female Body is also aiming to push for legislative change to ensure anatomical words relating to the female body do not continue to be censored by tech companies. There are 40 known words currently being uncensored by the campaign.
In January 2025, Grace launched End Parenting Poverty, a campaign dedicated to tackling the financial inequalities faced by parents and ensuring every family has the support they need to thrive.
Empowering Women INTO Entrepreneurship
Grace is passionately committed to championing entrepreneurship as a career pathway for women, equipping them with the tools to achieve financial independence and stability. In 2024, she was awarded Silver at the Women in Business Awards for ‘Best Businesswoman’. Her outspoken advocacy on this topic, alongside related themes, has earned her a strong presence on LinkedIn, where her thought-provoking and inspirational content has organically attracted 18,500 followers in just one year.
To expand her impact, Grace is developing an educational campaign to inspire future generations. This includes entrepreneurship-focused workshops in schools to ignite ambition in young women and an initiative to provide laptops to girls with entrepreneurial potential living in tech poverty. She is actively building partnerships with tech companies to make this vision a reality.
Grace is also committed to supporting female prisoners as they rebuild their lives. Noting that existing entrepreneurship rehabilitation schemes often fail to address the unique needs of women - many of whom have experienced abuse or had their children taken into care - she founded Prison to Profit. This innovative programme, due to launch in late 2025, is being designed to combine entrepreneurship training with compassionate self-discovery and confidence-building to help women transition back into the community. By offering practical skills and fostering personal growth, Prison to Profit empowers women to create self-sustaining, fulfilling lives after release.
Grace’s work is driven by the belief that, with the right tools, resources, and confidence, empowering women through entrepreneurship can break cycles of poverty and unlock untapped potential, creating far-reaching positive change for families and communities.
the future is fair
Grace firmly believes in the transformative power of inspiring young girls from birth, fostering confidence and ambition from the earliest moments. Through her creative agency Aphra, she passionately advocates for brand campaigns that empower girls and break down gender stereotypes.
She will be hosting her first event at Silverstone Race Track in Spring 2025 as part of the Fast Female initiative, to help support young girls into motorsport.
In 2024, Grace took her mission further by publishing three children's books, including The Girl Who Grew and Princess & The Shoe. These stories are designed to inspire young girls with themes of courage, growth, and self-discovery. Published under her own publishing house, Athena’s Library, these books are part of Grace’s vision to create a world where every child can dream without limits.
Through her work and campaigning, Grace is committed to challenging systemic inequalities, amplifying underrepresented voices, and building a fairer future where her daughters – and generations to come – can thrive.
