RUBY has stood the test of time, and for over a decade now has been producing gorgeous accessories and lingerie handmade in South Africa. Founded by Robyn Lidsky in 2002, RUBY is a fashion-forward independent brand with a commitment to sustainable development and environmentally-friendly business practices. The RUBY Beading Circle that hand-beads and finishes a number of their items is a fair-trade, job-creation initiative born out of Robyn’s MA thesis in Sustainable Development. The initiative employs 35 women in Khayelitsha, Cape Town, utilising traditional skills and enabling local women to have a trade that supports their families. The first project for the RUBY Beading Circle involved customising jeans and accessories for Levi’s stores. RUBY has since been featured in the finale of America’s Next Top Model, in fashion magazines and in international ads and films.
RUBY craft and sell all manner of jewellery from sterling silver pendants to lockets and feather earrings. They upcycle coins, fossils and agates to create unique, covetable pieces available at very reasonable prices and shipped worldwide through their Etsy shop (You can pick up a sterling silver heart on silk thread for less than £10). The lingerie sets are equally fabulous, handmade in Cape Town in limited quantities using imported lace and the highest quality trims available. A regular at South African Fashion Week, RUBY lingerie is pretty yet highly wearable and also features hosiery and nightwear.
As an independent brand with sustainability at their heart, RUBY use their position to raise awareness of environmental issues. They ran an anti-fracking campaign, and are now creating awareness for marine protection via their ‘Save Our Seas’ (SOS) campaign. The images weave in mermaid mythology to introduce key, critical messages about our oceans and how human behaviour is negatively impacting on the environment. Based on the Hawaiian proverb “Care for the ocean and the ocean will care for you”, the beautiful campaign was shot by South African underwater photographer Ilse Moore, whose ethereal style sat perfectly with RUBY’s key message.
To help promote this heart-felt message, RUBY is generously giving away 5 lingerie sets! To have a chance of winning please enter the raffle below by doing any or all of the following. 1 entry for each option, up to 4 chances to win.
The competition closes on Sunday 16th March 2014 and winners will be notified shortly after.