Dear Christchurch 21.07.25

Teaming up once again with interior designer Sam Boanas ~ the brains behind many of our recently refitted spaces ~ we’ve been steadily redefining our new RUBY store visual language, bringing in bold colours balanced with soft textiles to make for a joyful backdrop of our product. Sam shares more about the process behind bringing this vision to life:

What was your overall vision for the RUBY Christchurch space?

Like the other stores we have recently re-done, the idea was really just to inject a lot of colour and fun into the space to make it an enjoyable and energetic place to visit or work. Bold colours on the walls and glossy lacquered joinery create a joyful backdrop to the product, while the more muted textiles and timber elements give it balance so it doesn’t feel like a lolly shop!

Can you touch on the evolving RUBY IRL visual language? How do these spaces speak RUBY, IRL?

I think that to me, RUBY as a brand is cheerful, inclusive, unfussy, and though not exclusively, is youthful. So these are the kinds of things I am thinking about translating with shape/colour/material. Like I mentioned in the previous question, there is a balance to strike so it doesn’t feel chaotic. There is always consideration given to the types of colours and their intensity, creating warmth and ease.

RUBY Creative Director, Deanna Didovich, reflects on what this next chapter means:

“The refit of our RUBY Christchurch store is a fresh expression of who we are and where we’re headed, which we’re so excited about.”

With Christchurch forming a founding part of our story from the very beginning and opening as one of the first tenants at The Crossing back in 2017, and now 8 years later, it only felt right to reimagine the space and make our mark again, with fresh energy for what’s next.

Nicki Carter of The Crossing shares: “RUBY’s store refresh is an exciting next step in our partnership with RUBY and the Sharma family, and we’re delighted that a new look RUBY store at The Crossing will continue to welcome customers as our rebuilt central city continues to grow, surprise and delight.”