ON AIR: St Jude – Florence + The Machine 

It’s Thursday, this means that it’s time for a discovery post! Last week we were in the UK, today are you ready to fly to New Zealand?

Meet RUBY!

ruby-logoThis New Zealand based label is known for its elegant and charming designs created by Deanna Didovich. A mainline and mid-season collections are the secrets of a large quantity of irresistible pieces: chic prints, a basic yet fresh colors palette and eye-catching details. Not only clothes, at RUBY you can find shoes, jewelry and a lot of accessories: for a simple yet sophisticated woman.


The intense spirit of female friendship captured Deanna Didovich’s attention when designing RUBY’s spring 2016 collection, No Drama. We are reminded that real friendship is enduring and will always o er never-ending support.

A romantic collection, full of cowl-necks, frills and wrap bodices alongside more boyish silhouettes. This is what I like: try a heavy cardigan over a slip dress, pair a boyish blazer with a girly skirt, opposites attract.

Textures reference a British sensibility: tweed check, sueded silk, soft velveteen.

Colors range:  from moonshine blue and carnation pink towards more grounding oatmeal, ivory and navy shades. Plus, flowers.

No Drama celebrates sisterhood.

But that’s not all!

RUBY delights us with a special collection,“Celebrations”. Classic lines meet modern sophistication, there is a suitable piece for every special event. A made-to-measure service that makes you feel unique. Each Celebrations garment takes up to eight weeks to create from your first consultation, worth the wait!

As a result, I’m quickly falling in love with all those incredible pieces. See images from their latest look book!