A Ruby: Sophistication and Simplicity
F
rench-inspired boutique A Ruby is quickly earning its place in the local fashion scene as a
oobrand that offers timeless style with simple, comfortable, chic pieces at an affordable price.
Avra Myers, the chief executive, has worked in the fashion business her entire life with
prestigious brands including Club Monaco and Ralph Lauren. She decided to open up her
own fashion line when she noticed that most women had trouble getting dressed.
Myers wanted to make choosing an outfit easy and effortless. “If you simplify the way you
dress, you simplify your life in a way,” says Myers. She draws her inspiration from French
street fashion, in which women always look beautiful without trying too hard.
“It’s all about having the right
pieces, not too many.”
A Ruby is more than just a clothing brand, it’s a lifestyle brand – a way of living. Myers wants
to design clothes that are comfortable and elegant that allow flexibility without a loss of
definition as women move about their day. In her store, ribbons and neon pink shirts with
trumpet sleeves are replaced by comfortable feminine pastels. “We’re not fru-fru,” says Myers.
“The customer is always kept in mind and the color scheme inspired by the New England
environment is appreciated by the locals.”
A big part of the line is the Quintessentials: five classic pieces that all women must have in
their wardrobes. This includes the perfect white shirt, a comfortable V-neck sweater, a striped
or graphic tank, black pull-on pants, and a boyfriend jacket. Basic building blocks for creating
any outfit, the Quintessentials can be worn on their own or layered with other pieces. These
five essentials create a complete wardrobe.
In keeping with her commitment to create a lifestyle brand, Myers integrates American
sportswear into the line. She is a believer in the juxtaposition of the bottom and top: she pairs
a tight bottom with a loose top or a complicated top with a simple bottom.
“The contrasting proposition balances out the way women dress,” says Myers.
Although A Ruby accommodates women from teens to their late 80s, the brand has a target
demographic of women between the ages of 30 to 50 years old. According to Myers, this
generation of women have figured out how to balance work and home life and she keeps this
in mind when designing her clothes. “The clothing that fit into that lifestyle had to be
comfortable, appropriate but have some sophistication and sensuality.”
Myers is a firm believer in less is more: “It’s all about having the right pieces, not too many.”
To learn more, visit A Ruby: https://aruby.net/