This July 9, smiles will shine a little brighter. The Dimples Company, founded by entrepreneur and lifestyle visionary Graceful Grady, is officially celebrating National Dimples Day — a newly recognized holiday dedicated to the charm, beauty, and individuality of dimples in all their forms.
What began as a playful idea in 2021 has evolved into a full-fledged lifestyle brand and community movement designed to celebrate one of the world’s most endearing natural features. “Our tagline says it all: Dimples. More than a treat. A reason to celebrate,” said Grady. “National Dimples Day is about pride, community, and creating something positive that people with dimples ––and those who love people with dimples––can rally around.”
From Inspiration to National Celebration
The idea for National Dimples Day struck Grady one December evening in 2021 while watching TV. After hearing about quirky national holidays for everything from doughnuts to left-handedness, he wondered if such a day existed for dimples. When a quick search and follow-up with the National Day Calendar team revealed none did, Grady took action.
By early 2022, he had officially filed the paperwork and secured recognition for July 9 as National Dimples Day — an annual celebration encouraging people to share their smiles and stories. The day has since taken on a life of its own, with social media campaigns, photo contests, and in-person events connecting “dimple lovers” across the globe.
Beyond the Day: Building the Dimple Lifestyle
While National Dimples Day remains the heart of the movement, Grady’s broader vision is taking shape through Dimples LLC, a company devoted to turning joy into enterprise. Under the Dimples umbrella are several innovative ventures:
- The Dimple Store – A lifestyle line featuring apparel, accessories, and gifts inspired by the charm and playfulness of dimples.
- The Dimple Report – A podcast exploring the culture, science, and personal stories behind dimples, with humor, insight, and heart.
- Dimple Doings – A platform for community events, including contests, meetups, and signature experiences like The Dimples Open (a golf event) and Dimplefest, a large-scale celebration of dimple pride.
“Everything starts and returns to National Dimples Day,” Grady said. “But from there, we’re creating sustainable business opportunities that build community, celebrate uniqueness, and bring people together.”
Turning Personality Into Purpose
At its core, the Dimples brand is about inclusivity and positivity. Though only around 20% of people have classic cheek dimples, Grady emphasizes that dimples come in many forms — chin clefts, lower-back “dimples of Venus,” even rare shoulder dimples. The brand celebrates them all, transforming what’s often viewed as a genetic quirk into a symbol of individuality and self-love.
“Dimples are rare, beautiful, and diverse,” Grady said. “We want people to be proud of them. We’re also tapping into an incredibly underserved niche with real business potential.”
From Quirk to Cultural Movement
With plans for national activations, brand partnerships, and continued product expansion, Dimples LLC is positioning itself as both a cultural phenomenon and a viable lifestyle business. The upcoming Dimple Report podcast aims to bring audiences into the fold through storytelling and laughter, while The Dimple Store continues to grow with new collections and collaborations.
Grady recently showcased his vision on Cheddar TV’s Go Fund Yourself, introducing investors and audiences to the broader mission behind the movement — to create smiles, build community, and inspire pride in the traits that make people unique.
“Dimples aren’t just a feature,” Grady said. “They’re a lifestyle, a celebration, and a business opportunity waiting to smile back at you.” For more information and to join the celebration, visit nationaldimplesday.com
