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New Zealand – based label RUBY is best known and loved for designs that effortlessly embody youthful elegance and adventurous charm. From streetwear origins, RUBY has enchanted its audience under the direction of Creative Director Deanna Didovich to become one of New Zealand’s most exciting brands. With mainline and mid-season collections, the RUBY aesthetic cleverly draws on chic prints, fresh palettes and details to create instantly recognisable RUBY signature pieces that are playful yet assured. To complement the RUBY wardrobe, the collections are enchanted with a growing selection of footwear, jewellery and accessories. RUBY opened its first flagship location in Auckland’s High St in 2002 and now has eight stores nationwide in Auckland, Hamilton, Wellington, Christchurch and Dunedin. As well as being available online at