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...

Products and specialities

Women's fashion


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Another local fashion brand leading the way with making a positive impact on this earth, Ruby are part of the pilot programme that was launched at NZ Fashion Week last year by two Kiwi women who have created the Child Labour Free accreditation. Basically by supporting NZ designers who carry this accreditation, you’re choosing to make change in this world through your consumer dollars. Plus, who can go past Ruby’s slick, sassy and totally wearable designs.

I saw so many cute and super stylish outfits in this shop, wanted to buy all of them! It's in a great location, is just the right size, and the staff are really nice. I'd definitely go back.

Ruby is a one of New Zealand's truly family run fashion businesses. They have three retails stores in Auckland including this bright outpost in Teed Street. The Ruby line is full of colour and youthful shapes with the textural pops of angora knits, metallic leathers and sequinned silks. The Liam range is full of pared back cocktail-style maxi dresses for modern events, louche tuxedo jackets and trousers as well as oversized polka dot blouses and black and white paisley jeans. The store stocks a number of other labels including leather goods from My Deer Fox, jewellery by Matina Aminita, shoes from Kathryn Wilson and clothing from Tallulah, Something Else and Keepsake The Label among others.

super cute clothing, well-tailored and feminine, friendly helpful girls

Ruby in Newmarket is a fantastic place to search for something to fit pretty much any fashion occasion - pretty party dresses, smart office wear, cute casual. They stock a good range of other international labels, too and the recently launched Liam range by Emily Miller-Sharma is to die for. 

Love coming here, the staff are very sweet and the location is nice and secluded. They also carry different a few different labels.