About Ruby

Ruby is based at the foothill of a magical, flat crystal mountain in the quirky sea-side neighbourhood of Sea Point, Cape Town, South Africa.

Established in 2002 and occupying the ethical fashion space since way-back-when, founder and designer Robyn Lidsky continues to grow the brand steering it with passion and love towards doing good, looking good and feeling good.

In 2002 Lidsky drew on her Master's Degree in Sustainable Development from the University of Cape Town and a design qualification from the London School of Fashion to launch a unique label based on the principles of fair trade, community upliftment and ethical fashion.

(Owner & Designer Robyn Lidsky)

Robyn’s core vision for RUBY was to give unemployed women with age-old traditional beading skills a chance to develop a range of hand-crafted designs for a fashion-forward, first-world market.

Together with head bead-worker Andita Shaweni who has been an integral part of the label since inception the duet have designed and manufactured collection after collection.

(Head beadworker Andita Shaweni)

Fast forward 16 years...

....and RUBY can look back on a proud record of community, commercial, and professional achievements that include showing at SA Fashion Week for 10 years running; appearing on a host of local and international TV shows (including FTV and America’s Next Top Model); being featured in movies, commercials, and all the major fashion glossies; taking part in a slew of global catwalk and trade shows; and being sold in boutiques from LA to Tokyo.

The Ruby Beading Circle is still an integral part of the label, but the scope of RUBY’s unique products have been expanded to include a host of other locally based jewellery and accessory artisans - from silversmiths and goldsmiths, to wire crafters and gem workers.

All RUBY products are still handmade in Cape Town, in limited quantities, by local suppliers …and the circle keeps getting bigger.