In 2002 founder Robyn Lidsky drew on her Master's Degree in Sustainable Development and a fashion design qualification from London to launch a unique label based on the principles of ethical fashion.

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.


13 years later, 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 has 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.