About | RUBY
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About
Founded in 2002, RUBY is an eminent fashion label from Aotearoa. Best known and loved for its mutually nourishing relationship with its community and the way its designs embody those who wear them.
RUBY is a family-owned brand, and the care, intimacy and love that comes from this are woven into its DNA.
Today, RUBY has two brands RUBY & Liam and nine stores in Aotearoa: located in Auckland, Hamilton, Mount Maunganui, Wellington and Christchurch.
With Creative Director Deanna Didovich overseeing the design house, the brand is fluid, forever evolving alongside its community.
With Creative Director Deanna Didovich overseeing the design house, the brand is fluid, forever evolving alongside its community.
The RUBY spirit occupies a space beyond the fabrics and silhouettes that form its collections: it is a collective movement that RUBY has coined its Rubettes.
Rubettes are inclusive, multi-dimensional and progressive. Rubettes want to live life to the fullest, to make their mark on the world, and to leave the earth in a better place than they found it. Rubettes are free-spirited: they seek an abundance of joy and have an eagerness to learn, reflect and grow.
These values are stitched into each of the collections RUBY creates, and RUBY draws inspiration from its community to create pieces and provoke conversations.
Liam is crafted by designer Emily Miller-Sharma. It is about colours that just make sense and shapes that feel right.
Liam is crafted by designer Emily Miller-Sharma. It is about colours that just make sense and shapes that feel right.
Liam is crafted by designer Emily Miller-Sharma. It is about colours that just make sense and shapes that feel right.
Liam is consistent; it’s technical by nature and inquisitive at heart. It starts with the understanding that fashion influences and reflects our world.
Ready Made, Lingerie & Patterns make up the Liam triangle, each supporting the brand’s quest to honour all bodies.
Part of Liam’s offering is a collection of its most loved pieces translated into patterns under the guise Liam Patterns. Its community can use them to craft pieces for themselves.
Careful consideration of byproducts created during the production process is integral to Emily’s design approach.
Liam sees where we are and what is around us, and shows us where we could go.
Liam is stocked at all RUBY stores in Aotearoa.
EXPLORE RUBY ROOM ARTICLES...
Duvet Days
CBD, WE'RE BACK ~ Em's Letter
Moments of Joy ~ Spring 26
Notes from Jan ~ Her RUBY Social Debut
Em's Letter ~ WHAT TO DO, WHAT TO DO
It Couldn't Have Been an Email
Em's Letter ~ If not you, then who?
You've Got Mail
RUBY Says Tag On
Bright Lights Big City ~ Farewell RUBY High Street
Em's Letter ~ Our Kind of Wrapped
With Love
Em's Letter ~ Em's Lingerie Story
Taking Note ~ 2025 RUBY Seminar
Em's Letter ~ EmGPT
You Can Sit With Us
Dear Christchurch
On the World Stage
Em's Letter ~ From you to who? RUBY Says Recycle's next chapter
Taking Five
Em's Letter ~ Situationsss Vacant
Voices of Waitangi 2025 ~ Rubettes, Past + Present
Em's Letter ~ RSR is Back BB
That's a Wrap
Liam SS24: Choice
2024 RUBY Seminar In Session!
Em's Letter ~ She's Giving
Em's Letter ~ My Two Cents
The Fine Print
When Two Worlds Collide
Em's Letter ~ Waitangi 2024
Wrapping up 2023
Em's Letter ~ Meri Kirihimete Rubettes!
Club Rubettes X Christmas 2023
Desk Of Dee ~ Resort Moodboard
Em's Letter ~ Climb Every Mount~ain
5 Things That Bought Us Joy
All things Fashion Week
Hello Mount Maunganui!
Family Affair - The Perfect Island Wedding
Em's Letter ~ The Right To...
Styled by Kai
Em's Letter ~ Recession Recession Recession
RUBY Head Office
Moving Parade!
RUBY Head OfficeSustainability
Sarah Parker, Product Development & Sustainability Manager
Em's Letter ~ Big Changes My Friends, Big Changes
Em's Letter ~ LP Disaster
Em's Letter ~ The Recruitment Letter
Em's Letter ~ Life Comes At You Fast
Em's Letter ~ MFNZ + July Update
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