Founded in 2002, RUBY is an eminent fashion label based in Aotearoa, best known and loved for the mutually nourishing relationship it has with its community, and the way its designs embody those who wear them. With Creative Director Deanna Didovich o...


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Ruby Boutique is well-loved for their quirky, youthful and fun designs and this season is no different. Their latest collection is titled 'The Dreamers' and takes inspiration from the rebellious and free-spirited youths of the 1968 student riots in Paris. Oversized boyfriend coats, double-breasted blazers and an on-trend plaid print are some of their picks for winter.

Ruby clothes always have a real sense of fun to them, and are super wearable. They use really cool fabrics with awesome prints. I’m always super excited when a new Ruby or Liam collection is about to drop (and maybe also a little scared because I know I’ll want everything). The High Street store is immaculate and I always get wonderful service here ☺

Lovely shop, lovely things, nice staff, all is lovely and pretty in this sweet, tiny store. The cool new Liam diffusion label expands on ruby’s decidedly feminine aesthetic. Also love those Madame hawke dresses. There were queues that stretched all the way up high street at the last sample sale, which is some indication of the label’s popularity with the young and pretty things of our fair town. Never seen so much foot traffic on a sunday. I couldn’t even make it inside!